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For Sam Langton
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Marketing at Chester Zoo
Mission Statement
To be a Major Force in Conserving Biodiversity
Worldwide
Conserving biodiversity worldwide
Education CharityWe get no aid or regular grants from the government
(unlike museums)
BUT . . .
We can reclaim VAT on most thingsWe qualify for Gift Aid
We do not pay full Business Rates
97% of our income comes from our visitors
Zoo Income 2007Zoo Income 2007Zoo Income 2007
47%
31%
3%
10%
7%2%0%
Admissions (£10,318,000)
Memberships (£1,432,000)
Monorail (£520,000)
Education and Research(£43,000)
Donations (adoptions,donations and Gift Aid) -£2,080,000Shops and restaurants(£6,634,000)
Other (£558,000)Total income £21,585,000
Approximate spend per head £15
Zoo Expenditure 2007
Plus capital expenditure = £3,476,000
53%
5%4%
0%
3%
31%
4%Animals and Plants(£11,438,000)
Marketing (£1,045,000)
Education (£879,000)
Research (£40,000)
Outreach (£722,000)
Costs of generating funds(£6,841,000)
Other (£884,000)
Chester Zoo Marketing Objectives
Marketing
1. Maintain existing business.
2. Core communication.
3. Delivering excellent service.
4. New product development.
Market Research
Visitor Profile
0
5
10
15
20
25
30
35
40
0 to
11
12
to 1
5
16
to 1
9
20
to 2
4
25
to 3
4
35
to 5
4
55
+
Age category
Perc
enta
ge o
f vis
itors
When do visitors come to the zoo?
0
50000
100000
150000
200000
250000
300000
Nu
mb
er o
f V
isit
ors
Month
Chester Zoo 2007 Annual Plan PlannedTotal
Publication Size Promotions No Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecTelevision Weeks
Granada Television 30"/10" Commercial x 200 TVRs Easter 2 £49,000.00Granada Television 30"/10" Commercial x 100 TVRs May Bank Holiday 1 £24,000.00Granada Television 30"/10" Commercial x 100 TVRs Spring Bank Holiday 2 £24,500.00Granada Television 30"/10" Commercial x 400 TVRs Summer Holidays 7 £79,000.00
Yorkshire Television (West) 30" Commercial x 100 TVRs Easter 2 £37,500.00Yorkshire Television (West) 30" Commercial x 50 TVRs May Bank Holiday 1 £16,000.00Yorkshire Television (West) 30" Commercial x 50 TVRs Spring Bank Holiday 2 £16,000.00Yorkshire Television (West) 30" Commercial x 200 TVRs Summer Holidays 7 £54,000.00
£300,000.00Inserts Inserts
Daily Mail - Weekend 420,000 Inserts - Granada Pre Easter 1 £12,600.00Daily Mail - Weekend 250,000 Inserts - Yorkshire Pre Easter 1 £7,500.00
670,000 in total
Closer 122,000 Inserts - Granada Pre Summer 1 £3,416.00Closer 115,000 Inserts - Yorkshire Pre Summer 1 £3,220.00Heat 87,000 Inserts - Granada Pre Summer 1 £2,436.00Heat 80,000 Inserts - Yorkshire Pre Summer 1 £2,240.00Now 74,000 Inserts - Granada Pre Summer 1 £2,072.00Now 50,000 Inserts - Yorkshire Pre Summer 1 £1,400.00Radio Times 124,000 Inserts - Granada Pre Summer 1 £3,844.00Radio Times 140,000 Inserts - Yorkshire Pre Summer 1 £4,340.00
792,000 in total £43,068.00Press Insertions
Local Press Feature Support Various tbc £20,000.00National Press - North Editions Snatch Space Contingency Various tbc £20,000.00
£40,000.00Radio Weeks
105.4 Century FM 30" Commercial x 5 OTH Half-Term 2 £12,000.00Chester's Dee 106.3 FM 30" Commercial x 5 OTH Half-Term 2 £500.00MFM 103.4/ Classic Gold 30" Commercial x 5 OTH Half-Term 2 £1,100.00Real Radio (Yorkshire) 30" Commercial x 5 OTH Half-Term 2 £5,200.00
Chester's Dee 106.3 FM 30" Commercial x 5 OTH Frost Fair 2 £500.00Key 103 & Magic 1152 30" Commercial x 5 OTH Frost Fair 2 £9,600.00MFM 103.4/ Classic Gold 30" Commercial x 5 OTH Frost Fair 2 £1,100.00Radio City & Magic 30" Commercial x 5 OTH Frost Fair 2 £9,000.00
£39,000.00Additional ActivityGuiding Magazine Full Page Colour Gereric Offer 1 £1,975.00Scouting Magazine Full Page Colour Gereric Offer 1 £3,200.00
Data Base Marketing 43,000 Addresses Families Direct 1 £5,250.00
Viral Marketing 75,000 E-mails/SMS Messages Various 1 £11,625.00£22,050.00
Media Budget £444,118.00
2007
Media plan for 2007
67%
10%
9%
9%5%
TV (£300,000)
Newspaper Inserts(£43,000)
Press (£40,000)
Radio (£39,000)
Other (£22,050)
Media breakdown 2007
30 min = 17%
30-60min = 41%
60-90min = 19%
90-120min = 9%
120mins+ = 15%
Where do our visitors come from?
120min
90min
60min
30min
The Marketing Mix
Product
Place
Price
Attraction Adult Price (peak)
Child price
(peak)
Chester Zoo £14.95* £10.95*
London Zoo £17.00* £13.50*
Knowsley £12.00 £9.00
Blue Planet £13.95 £9.95
Alton Towers £35.00 £26.00
* Includes a donation
A comparison of some 2008 prices
Promotion
TV Advertising…
Press advertising and Posters
Press advertising and Posters
Printed promotional material
Leaflet
Leaflet - inside
Printed promotional material
Memberships and adoptions leaflets
Printed promotional material
Publicity
Celebrity/VIP Visits
Bill Oddie David Attenborough
Prof. Robert Winston
Elizabeth Hurley
Nick Knowles
Newspaper publicity
Into Soap magazine
The Sun
Newspaper publicity
Wildlife Magazine
1977
Zoo Days
Worth 4 million pounds in advertising
How much publicity does the zoo attract?
Press
148 press releases – many more newspaper stories
Television and Radio
Equivalent advertising value of £6 million!
Competition
Visitor numbers to other tourist attractions 2007(Source: ALVA)
Site Total visits Charge/Free % =/-
1 Blackpool Pleasure Beach 5500000 F -3
2 British Museum 5418265 F/C 12
3 Tate Modern 5191840 F 6
4 The National Gallery 4159485 F -8
5 Natural History Museum 3600119 F -4.1
6 Science Museum 2714021 F 11
7 Victoria and Albert Museum (South Ken) 2435300 F 3
8 Tower of London 2064126 C -1
9 National maritime Museum 1695739 F 10
10 St Paul's Cathedral 1623881 F/C 0
11 National Portrait Gallery 1607767 F 0.5
12 Tate Britain 1593277 F/C 0
13 Kew Gardens (RBG) 1427096 F/C 5.1
14 British Library 1355425 C 15
15 Chester Zoo 1335773 C 6.7
16 Edinburgh Castle 1229703 C 2
17 ZSL London Zoo 1132366 C 25.1
18 Eden Project 1128107 C -2.3
19 Caterbury Cathedral 1068244 F/C 2
20 Westminster Abbey 1058362 F/C 2.9
In Comparison to some European Zoos
*Admission
Name / City of Zoo
Attendance 2004
Size (ha) Funding Status
£7.28 Berlin Zoo & Aquarium
2,240,488 35 Share holder co + gov support
£7.15 Stuttgart 1,804,513 28 Corporation + gov aid
£9.03 Zurich 1,800,000 27 Non profit private corporation, aid from city
£7.94 Vienna 1,725,000 17 Nat gov corporation
£10.59 Arnhem (Burgers)
1,515,000 45 Private
£6.57 Basel Zoo 1,503,724 12 Non profit private foundation, aid from city
£10.92 Rotterdam 1,500,091 26 Non profit private foundation, aid from city
£1.93 Moscow 1,451,547 21 Municipal
£11.25 Emmen 1,400,000 36 Non profit
£5.95 Munich 1,387,732 36 Non profit
£5.81 Stockholm 1,293,704 33 Nat gov
£10.65 Copenhagen 1,232,599 11 Private trust + gov & city aid
£9.26 Genova 1,230,000 1 Municipal, admin by private company
£7.61 Leipzig 1,164,392 23 Municipal
£11.58 Amsterdam 1,130,000** 14 Foundation + city aid
£7.28 Berlin Tierpark 1,112,168 160 Non profit private foundation + gov aid
£3.66 Budapest 1,118,499 10 Municipal
£3.31 Karlsruhe 1,018,900 17 Municipal
£7.28 Hannover 1,010,201 21 Private co + gov aid
£14.95 Chester 1,087,000 44 Charity
£2.15 Prague 972,000 166 Municipal
Any Questions?