Zoo Business Plan

Zoo Business Plan-37
The 1st new zone of development is due to open in 2014 at a cost of £30m.

Aza was created by Kermit Love, creator of Big Bird and other Sesame Street characters. Intended for children 6 to 13 around the world (it is translated into more than 10 languages), the poll requires personal information like age and home state or country and then asks about perception of the natural world.

Combining several animals, Aza has the legs of an elephant, scales of a lizard and bill of a duck. He has animated friends like Skye, a fictional African-American girl.'' A. A.'s core target is young children who have not yet formed all their habits,'' said Jeffrey Moritz, chief operating officer at Proprietary Media. One question asks: '' How do you learn things about wildlife?

The concept and its varied approaches were developed by Proprietary Media in New York.

In addition to public appearances and public service announcements, programs and activities, Mr.

In the fall, the Web site will change to have educational information and entertaining activities, like ways to do species research or play scientific problem-solving games. Moritz compared the marketing plan to that of Disney World, ''with all forms of media.'' Eventually, he said, a life-size Aza might be walking around zoos and aquariums in the same way Mickey Mouse walks around Disney and Epcot.

The association and Proprietary Media acknowledge the risk of overcommercializing zoos and aquariums.'' It's really important that we reach the children with this messaging while they're accessible so they can bring that value with them as they move onto other experiences,'' Mr. '' By about 8 or 9, the child is off to the world of malls, interactive computer games and MTV.'' To that end, the Web site -- '' For each of six different methods: TV, school, parents, zoos and aquariums, reading or the Internet, children can choose yes, don't know or no.Plans call for the results, which Proprietary Media hopes will be completed by hundreds of thousands of children, to be used to help position the association and its member institutions. In an effort to educate people about the activities of the association, which supports standards for animal care, conservation, education and scientific research, and make its name as recognizable as, say, the Bronx Zoo, San Diego Zoo or Vancouver Aquarium, the association is beginning its first national marketing campaign.It also has a narrow demographic -- mostly young children accompanied by parents or grandparents -- and now a cohesive way to contact them.'' The programming challenge,'' Mr. Moritz said, ''is to create a vehicle and advertising that enhance the experience of going to the zoo rather than take away from it.'' He suggested, for example, that an event like a photo workshop where families learn how to photograph animals could be sponsored rather than having anything that resembles an ad-covered Nascar racecar.Plans for the national marketing campaign began more than five years ago with Proprietary Media signing an exclusive marketing rights contract with the association in 1996. So far, Proprietary Media, which is privately financed, has invested more than million in research and development.Bradley plans to offer political advice and introduce the campaign to corporate contacts.Plans call for Aza, his animated partner, to be found throughout the association's marketing initiatives, which include videos, merchandise like toys and clothes, content or ads in the association's magazines, zoo playbills, strategic partnerships and promotions like sponsored games and contests.Members of the Colliers Destination Consulting team have worked since 2002 on proposals for the development and expansion of Chester Zoo, the most popular paid visitor attraction in the North-West of England.Initially we were commissioned as part of a multi-disciplinary team to explore the concept for a ‘Regional Bio Diversity Centre’ to be located at the Zoo, but our work on this showed that what was really needed was a new development strategy for the Zoo as a whole.


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