Zoos Halit Akcaglayan | Naresh Bhaskar | Chad Carter Connie Chen | Teguh Djojoargono Heinz, CMU | Spring : Business Strategy and Electronic Commerce Non-Profit to Consumers

Players around the world SanDiego Zoo Switzerland Lincoln Park Zoo, Chicago New Zealand Cincinnati Zoo and Botanical Gardens Australia /taronga.htm Canada Brazil Demark Spain Germany www2.zoo-hannover.de/zoo Japan

Basics  Missions: Conservation of wild life, species, nature, habitats or environment.  Sources of Financial Support: Ticket sales, donations, corporate sponsorship, special events.  On-line Services: Online store, Ticket sales, Membership, Donations, Information (news, maps, directions), Education.  Categories: Animal zoos, aquaria, research oriented zoos, virtual zoos, safari parks. Zoo Index:

Sample Front Page (Denmark) Main English language page Menu of options for navigation Opening page of the site

Sample Zoo Store (U.S.) San Diego Zoo: The store at the San Diego Zoo site sells stuffed animals Main menu on opening page of the San Diego Zoo site

Target Audience  Primarily targeted at the population of the city the zoo is located in  Constituents: –School groups –Tourists –Children and families –Citizens supporting wild life and habitat preservation

Attracting customers  Discount Promotions  Local Corporate Sales  National Corporate & Military Sales  Special Market Sales  Travel Industry Sales  Convention & Catering Sales  Ads in the Media  Flyers, Posters, Banners

 Provision of information on the mission of the wild life park/zoo  Introduction of the features of the actual site and prices  Introduction of the amusement, education and research programs for children and adults (e.g. birthday parties at zoo, research and recreation centers on wild life protection)  Discounted family membership program  Voluntary animal adoption program in return for donations Attracting customers (continued)

Value added  Ticket programs  Special tours  Catered events (e.g. birthday parties)  Picnics, excursions  Donor clubs  Information provision  Educational features  Shopping outlet

Value added (continued)  Online video clips – Panda Cam (San Diego Zoo) “Panda Cam is history-in-the-making. Never before have this many people been able to watch a giant panda mother raise her newborn infant.” - Giant panda team leader “Thank you, thank you. I’m mesmerized by the Panda Cam. And so are my kids.” – Elaine G. “The response to Panda Cam has been phenomenal” - Zoo’s Web manager

Value added (continued) Partnership opportunities:  Opportunities for corporations that include sponsorship, cause-marketing, licensing, advertising, and possibly co-branding.  Strive to exceed both the partner’s and the zoo’s own shared marketing objectives, while maintaining commitment to mission.  Deliver consumer loyalty, a great sales climate, year-round benefits, community roots and international recognition.

Sample Prices : San Diego Zoo Membership options:  $76 Dual Membership – 2 adults in the same household  $60 Single Membership – 1 adult  Both options include: –1 year's free unlimited admission to the San Diego Zoo and Wild Animal Park –2 free guest passes ($35 value) –1 year's subscription to “Zoonooz” magazine ($15 value)

Sample Prices : Cincinnati Zoo  $270 Associate Club Membership: –2 adults at 1 household and children –free parking –8 free guest passes  $140 Patron Club Membership: –2 adults at 1 household and children –free parking –6 free guest passes  $64 Family Membership: –2 adults at 1 household and children  $53 Single Parent Membership: –1 adult and children  $38 Individual Membership: –1 adult  $31 Student Membership: –1 full-time college student

Trying zoos online  notification when the zoo puts new exhibits and attractions online  Online gift membership offer  Promotions from the online zoo store  News and articles related to current wildlife and habitat conservation issues  An “Online Zoo” is a virtual zoo on the web that only provides information on animals and locations to see them. Note that such zoos may be for-profit or not-for-profit outfits.

One shot to repeat customers  Educational features: Source of information for children on wildlife  School affiliate program: Generate repeat visits from student body  Donor/Member-only areas: Offer additional information and features  Collect membership information: Initiate data warehousing and make intelligent use of customer database

One shot to repeat customers (continued)  Virtual safaris: Video clips and image albums to simulate safari experience  Interactive games for kids on the site  Animal sounds: Audio clips that quiz children to match images and sounds  Pet-related information for children and parents; Partner with SPCA  Regular updates: Prompt customer to check back often for new zoo stuff

Recommendations  Implement better-designed, attractive, user-friendly interface  Include “Search” functionality  Partner with Rainforest Café: –Coupons for dinner at the restaurant –Vouchers for free visits to the zoo  Generate donations for “Protect-a- Species” program, through clicks to sponsors, as in the Hunger website.

Recommendations (continued)  Information on restaurants, hotels, airport access & rental cars in the area  Partner with online city tour operator  Choice of shipping carriers and other parameters for zoo store  Advance permission marketing to achieve donor agreement to auto- deduct donations on periodic basis  Raffles, accumulate points, giveaways