Revenue at the Maryland Zoo in Baltimore often fluctuates dependingon state and local economic conditions. When the economy declines, thezoo receives less funding from the state and city of Baltimore as wellas less support from corporate and private sponsorship.
However, membership has remained relatively steady. Membership hasremained at more than 10,000 members despite spending changes onmarketing and communications by the Board of Directors. (See theMaryland Zoo’s Annual Reports for financial details athttp://www.marylandzoo.org/publications/)
PHASE 2: Recommended Promotion Strategy using a postcard campaign.Now that you have conducted a SWOT Analysis and Environmental Scan forthe Maryland Zoo, you should have a better idea of the challenges andopportunities facing the Maryland Zoo.
The next step then is to identify thetarget market segments that would be most relevant for the Maryland Zooto promote membership sales. Be specific as possible and include agedemographics, geographic areas, income, psychological influences,situational influences and sociocultural influences (see Chapter 5).
Your Recommended Promotion Strategy must include the following:
- the target market segment;
- the marketing message;
- the estimated cost of printing, acquiring target market lists, and mailing the postcard;
- your projections showing how you expect the campaign to perform;
- and how you will track the results of the campaign to determine if it was successful;
Here are very good resources for selecting a target market list:
Here are a few resources you may find helpful when creating your postcard:
(Worth 10 points. This is youropportunity to get feedback on this portion of the assignment before youturn in the final project in Phase 4.)