Baltimore College Phase 2 Promotion Strategy for Maryland Baltimore Zoo HW Please note I’m asking for only help with Phase 2. I’m attaching my work for pha

Baltimore College Phase 2 Promotion Strategy for Maryland Baltimore Zoo HW Please note I’m asking for only help with Phase 2. I’m attaching my work for phase 1 as a guide what i was working on in the past THE COMMUNITY COLLEGE OF BALTIMORE COUNTY
CATONSVILLE CAMPUS
SCHOOL OF BUSINESS, CRIMINAL LAW & JUSTICE
PRINCIPLES OF MARKETING – MNGT 150
Marketing Project
Summary:
Revenue at the Maryland Zoo in Baltimore often fluctuates depending on state and local economic
conditions. When the economy declines, the zoo receives less funding from the state and city of
Baltimore as well as less support from corporate and private sponsorship.
However, membership has remained relatively steady. Membership has remained at more than 10,000
members despite spending changes on marketing and communications by the Board of Directors. (See
the Maryland Zoo’s Annual Reports for financial details at http://www.marylandzoo.org/publications/)
Assignment:
Your job is to create a marketing plan for the Zoo’s Board of Directors that is designed to increase
membership to the Maryland Zoo using a direct mail postcard campaign. Your final report should
include the following:
A. Executive Summary
B. SWOT Analysis
C. Environmental Scan
D. Promotion Strategy
E. A postcard promotion
We will be working on this project in phases. Each phase is worth 10 points and is an opportunity for you
to receive feedback about your progress so you can make any necessary edits or corrections for your
final report.
a. PHASE 1: Market Research
i. SWOT Analysis
ii. Environmental Scan
Refer to the Kerin (2019) textbook on how to conduct a SWOT Analysis and
Environmental Scan and create your own SWOT Analysis and Environmental Scan for the
Maryland Zoo. Make certain you are using supporting evidence and data with
references to support your analysis. Sources you may want to consider are the Maryland
Zoo Annual Reports, Census Bureau Date, Maryland State Data Center, Baltimore City
Department of Planning, etc. Your analysis should not be based on your opinion, but on
trends and analysis that you have found in your research.
(Worth 10 points. This is your opportunity to get feedback on this portion of the
assignment before you turn in the final project in Phase 4.)
b. PHASE 2: Recommended Promotion Strategy using a postcard campaign. Now that you
have conducted a SWOT Analysis and Environmental Scan for the Maryland Zoo, you
should have a better idea of the challenges and opportunities facing the Maryland Zoo.
The next step then is to identify the target market segments that would be most
relevant for the Maryland Zoo to promote membership sales. Be specific as possible and
include age demographics, geographic areas, income, psychological influences,
situational influences and sociocultural influences (see Chapter 5).
Your Recommended Promotion Strategy must include the following:
i. the target market segment;
ii. the marketing message;
iii. the estimated cost of printing, acquiring target market lists, and mailing the
postcard;
iv. your projections showing how you expect the campaign to perform;
v. 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:
http://www.marketmappingplus.com/mktgWithLists/choosingAList.html
https://www.infousa.com/
Here are a few resources you may find helpful when creating your postcard:
http://www.postcardmania.com/postcardmarketingmanual/ten-elements-of-effectivepostcard-design
http://www.bizbest.com/10-tips-for-postcard-marketing-success/
http://www.businessknowhow.com/directmail/postcards/minibillboards.htm
(Worth 10 points. This is your opportunity to get feedback on this portion of the
assignment before you turn in the final project in Phase 4.)
c. PHASE 3: Create the actual postcard you recommend sending to prospects based on the
promotion strategy described above. You may create the postcard in any format you
desire, but it must be submitted with the rest of the project as part of the final report. In
this phase, you will need to address the following:
i. The size of the postcard.
ii. The message you will use on the front and on the back.
iii. Images you choose to use. (You can use images from bigstockphoto.com for
example and use the “download preview” to show the image(s) you plan to use
without making any purchases.)
iv. The call to action. What do you want people to do? Call for details? Go to a
website to sign up as a member? Send an email? Attend a special event?
IMPORTANT: Your assignment should therefore include the actual postcard you plan on
submitting in the final phase of the project. It must include all of the elements listed
above to earn full credit for your work.
More resources of designing and creating a marketing postcard:
https://www.psprint.com/resources/postcard-marketing-tips-tricks/
http://www.targetmarketingmag.com/article/tips-improve-direct-mail-responsepostcards/
(Worth 10 points. This is your opportunity to get feedback on this portion of the
assignment before you turn in the final project in Phase 4.)
d. Phase 4: Final Report & Postcard Submission
As you have been building each section of the project and fine-tuning it based on the
feedback you have received during the semester, it’s now time to put your plan and
promotion together into final report.
Here is how you will be evaluated.
Your final report should include the following:
a. An Executive Summary the gives a brief overview summarizing the challenges facing
the zoo and briefly explains each part of your plan.
b. SWOT Analysis
c. Environmental Scan
d. Recommended Promotion Strategy using a postcard campaign. Your Recommended
Promotion Strategy must include the following:
i. the target market segment;
ii. the marketing message;
iii. the estimated cost of printing, acquiring target market lists, and mailing the
postcard;
iv. your projections showing how you expect the campaign to perform;
v. and how you will track the results of the campaign to determine if it was
successful;
e. Your sample postcard promoting the zoo that you would propose sending with the
goal of increasing membership.
Please see the grading rubric for points that are awarded for each item.
Background:
Member Benefits (Maryland Zoo, n.d.)
•
Unlimited, year-round admission to The Maryland Zoo in Baltimore for one year while the Zoo is
open to the public
•
Free or reduced admission to over 100 other zoos nationwide
•
Free subscriptions to members-only publications ZOOgram
•
Discounts on Zoo camps and in Zoo gift shops
•
Discounts on Special Events, including the Breakfast with the Animals Series and Brew at the Zoo
and Wine Too!
•
Discounted guest admission passes everyday
•
Use of the members express entrance – quick entry on busy summer days
•
Invitations to the annual members’ picnic and members-only events
The Mission of the Maryland Zoo (Maryland Zoo, n.d.)
The Zoo’s mission is to inspire and educate people to join with it in the active support and conservation
of wildlife and wild places. The Zoo is committed to serving its communities by engaging people with the
wonder of the living world through personal encounters that foster lifelong harmonious relationships
with nature.
The Story of the Zoo (Maryland Zoo, n.d.)
The Baltimore Zoo was created by act of the Maryland state legislature on April 7, 1876. (Its name was
changed to The Maryland Zoo in Baltimore in 2004.) The Zoo is the third oldest zoo in the United States,
behind Philadelphia (1873) and Cincinnati (1874). It actually had its beginnings as early as 1862, when
the first of many citizens gave animals (the first being 4 swans) to Druid Hill Park for public display.
Today the 135-plus acre zoo property is owned by the City of Baltimore and leased to the State of
Maryland. The Maryland Zoological Society, established in 1967, operates the Zoo under a lease
agreement with the state. The Zoological Society assumed full management of the Zoo in 1984.
Currently the Zoo’s animal collection encompasses birds, mammals, amphibians and reptiles,
representing nearly 200 species. Animals are displayed in natural settings replicating their native
habitats.
The Zoo’s new state-of-the-art exhibit for African penguins, Penguin Coast, opens September 27th.
Enhancements will include special underwater viewing areas for guests in addition to a larger, more
natural habitat for the birds allowing for a doubling in size of the colony. The Maryland Zoo is home
currently to 46 endangered penguins, and proud to be one of the largest and most successful African
penguin breeding colonies in all of North America.
Polar Bear Watch, the Zoo’s exhibit about life on the edge of the Arctic, features an authentic Tundra
Buggy® from which visitors can watch Anoki cavort in and out of the water. At our camel ride exhibit
(open seasonally), visitors get up close and personal with our favorite humped animals. Be sure to take a
ride on the back of one of these incredible creatures. Visitors learn about animals in their own backyard,
as well as those in more exotic locales, when they take a trek through the Maryland Wilderness, home
to the award-winning Children’s Zoo, or embark on an African Journey.
References:
The Maryand Zoo. (n.d.). Visitor Information. Retrieved from http://www.marylandzoo.org/visitorinformation/
Phase I
Maryland Zoo Project
Agata Iwan
CCBC
21 September 2019
Phase I
Strength
-Parking Free
-Events such wedding, birthday parties, New
Year’s Eve party, kids camps,
-Zoo is expose in media such as: local TV
channels, Facebook, Instagram’s, YouTube
-Accessible for people with disability, kiss
strollers and also allowing rent them
According to Trip Advisor it receives 4.0
score, which is very good feedback
Opportunities
-offer discounted membership during off
season
-Adding Programs for the kids with the zoo
animals
-free train rides, and carousels during the
seasons
Weaknesses
-Decreasing momentary support from
Baltimore
-Cost of animal care is increasing, and
revenue is decreasing
Threats
-Zoo in Washington DC Zoo is free and more
animals
-Competive attractions example: Science
Center, Aquarium, Port Discovery
-Weather- it’s hard to predict wheatear
-Animal Protection sticker Rules
Phase I
Economics Environment:
•
•
People are spending more money and are willing when helps the world, adopt animals
and go eco-green
Maryland is giving less money every year to the zoo, and Revenues are dropping.
•
(Commerce.maryland.gov, 2019)
According to Trip Advisor ,Zoo scores 4.0 and great comments(TripAdvisor, 2019)
Technology environment:
•
•
•
Help advertise with commercials, move channels, good example is when it was contest
naming new baby giraffe it brought great attention of people. (Janney, E. 2017, February
21)
Creating app to help show times for animals and to get around zoo,
Technical advances allow people watch the animals from at home through camera
Competitive Environment:
•
•
•
Washington zoo is free, most people prefer going to bigger zoo and since Washington
DC is not far is taking a lot of customers. (Kid Frendly Maryland, 2019, January 30)
Aquarium prices are rising which makes zoo affordable
There are many magazines and tv channels such as National Geographic’s and Animal
Planet
Regulatory Environment:
Phase I
•
Rules for animals are treated, especially when recently Maryland Accused of Mistreating
Lemurs, Big Cats (Staples, D.S.2017, August 2)
Social Environment:
•
•
•
•
•
•
•
•
•
•
People have increased interest in animals’ rights/ treatment and opposing zoo,(Grech.
2016, January)
There is decrease preference in going in the zoo since is not viewed as popular (Estrada,
2014, January3)
Reference:
Janney, E. (2017, February 21). Name That Giraffe: Maryland Zoo Sticks Neck Out for
Baby-Naming Contest. Retrieved from https://patch.com/maryland/northbaltimore/namegiraffe-maryland-zoo-sticks-neck-out-baby-naming-contest [Accessed 21 September
2019]
National Zoo vs. Maryland Zoo: Which One is Best For Kids? (2019, January 30).
Retrieved from https://sunshinewhispers.com/national-zoo-vs-maryland-zoo-which-oneis-best-for-kids/
Estrada, O.C (2014, January 3). 10 Reasons to skip Your Next Zoo Visit. Retrieves from
https.//www.onegreenplanet.org/animalsandnature/10-reasons-to-skip-your-next-zoo-visit
[Accessed 21 September 2019]
Grech (2016,January 1) Animal Center Law Retrieved from
https://www.animallaw.info/article/overvie-laws-affecting-zoos [Accessed 21 Sep.2019]
Commerce.maryland.gov. (2019). Retrieved from
http://commerce.maryland.gov/Documents/ResearchDocument/EconomicImpactOfThe
MarylandZooInBaltimore.pdf [Accessed 21 Sep. 2019].
Dbm.maryland.gov. (2019). Available at:
https://dbm.maryland.gov/budget/FY2020CapitalTestimony/Maryland%20Zoo.pdf
[Accessed 21 Sep. 2019].
TripAdvisor. (2019). The Maryland Zoo (Baltimore) – 2019 All You Need to Know BEFORE You
Go (with Photos) – TripAdvisor. Retrieved from: https://www.tripadvisor.com/Attraction_Reviewg60811-d109082-Reviews-or30-The_Maryland_Zoo-Baltimore_Maryland.html [Accessed 21 Sep.
2019].
TripAdvisor. (2019). The Maryland Zoo (Baltimore) – 2019 All You Need to Know BEFORE You
Go (with Photos) – TripAdvisor. Retrieved from https://www.tripadvisor.com/Attraction_Reviewg60811-d109082-Reviews-or30-The_Maryland_Zoo-Baltimore_Maryland.html [Accessed 21 Sep.
2019].
Phase I

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