1. Research Development
A.)Marketplace research-
Is an organized
effort to gather information about target markets or customers. Using our
primary and secondary target markets, we conducted research on the city of San
Diego and the state of California.
·
The median age of San Diego's population is 35.6, with over one-quarter under
the age of 20 and only 11% over 65.
- 41.3% of San Diego's talented
workforce over the age of 25 has at least a bachelor's degree.
- In December of 2010, there
were 696,100 people in the
local labor force, with 626,100 employed.
The unemployment rate was 10.1%.
- Median Household Income (in
2009 dollars) is $70,149.
·
The lifestyle in San Diego is pretty much whatever you are in to
San Diego has something to offer. After researching websites and reading blogs
some people that live or have lived in San Diego feel that it can be pretty
boring, and slightly conservative, while others rave about living in a
culturally diverse city with tons of things to do. The makeup of the city is
young working professionals and there are plenty things to do if you are into
outdoor activities, college nightlife, and enjoy breweries, burgers, and tacos.
One daunting aspect is the cost of households and the cost of living is one of
the highest in the United States. This can lead to a lack of disposable income.
B.)Marketplace
Observation-
1.) Primary target Audience: San
Diego has a median annual income of $62,962. Most people from San Diego tend to
be active and with all the beautiful weather enjoy spending time outside. The
median annual income sounds like it is a decent salary but the fact is the cost
of living in San Diego is very high. According to Don Bauder of the San Diego
Reader, The county’s cost of living (groceries, housing, utilities,
transportation, health care, and miscellaneous) is 29.2 percent higher than the
nation’s, according to the cost-of-living index published quarterly by a
research organization that goes by the acronym ACCRA. However, San Diegans’
median household income is only 12.3 percent above the nations. The result is a
very high living costs, moderate incomes…a huge gap between money in and money
out for most households (Bauder, 2014). This can lead to people in the San Diego area not really having
disposable incomes. San Diego residents are paying for a lifestyle that does
not really afford them the luxury of doing much. San Diego is a little
slower-paced than Los Angeles or the Bay Area. San Diego is not the focal point
of an industry the same way that the Bay Area is associated with high tech
work, or Los Angeles is associated with the entertainment business. While San
Diego does have a quite active local economy, more people move there just
because it seems like a nice place to live, rather than because they are trying
their fortune in the startup lottery or hoping to make it big on the silver
screen (Anonymous,
2012).
2.)
Secondary target Audience: State of
California has a cost of living issue; the state creates a lot of money.
According to Norisa Diaz, The state’s economy would be considered the world is
eighth largest if it were a country, with a GDP of $2.312 trillion (Diaz, 2015) . Although they
create this massive amount of social wealth through their labor, workers in the
state find themselves in desperate living conditions, as they are squeezed out
of housing in one of the country’s most inflated markets. Especially inflated
were rents in Los Angeles, San Francisco, San Diego and San Jose—cities with
some of the highest costs of living in the country. Of the 3.2 million
households below the Real Cost Measure, “87 percent have at least one working
adult, and 76 percent of those are working 48 weeks per year or more.
Currently, the California minimum wage is $9 an hour ($18,720/year). A $13.25
hourly wage would amount to $27,560 annually, while raising it to $15 an hour
would equal $30,000. These figures expose as completely inadequate the demand
of a $15/hour minimum wage by a section of the Democratic Party and the trade
unions. The “Fight for 15” does not even meet the Real Cost Measure, and cannot
ensure that even the most basic needs for families are met.
C.) Survey
1.)
How many hours do you work in a week?
2.)
Do you rent or own your home?
3.)
Do you live alone or with roommates?
4.)
How old are you?
5.)
Do you have any children?
6.)
What do you like to do on your free time?
7.)
Have you ever visited the San Diego Zoo?
8.)
Have you ever heard about all the extra programs that the San Diego Zoo offers?
9.)
If you have children, would you be likely to enroll you kids in a program
offered at the San Diego Zoo?
10.)
If you do not have any children would you yourself be likely to enroll in a
program offered at the San Diego Zoo?
11.)
What programs would you be likely to enroll in?
2.
Precedent Studies
a.
Advertising Strategy
Many families come to the San Diego Zoo, so
first make sure that they are the ones that the organization is aiming for.
This is the target market; using social media will be one of the most effective
ways to get to this demographic. Placing ads onto sites such as Facebook,
twitter and YouTube would be beneficial to the organization.
Families
live very busy lives and spend lots of time in the car taking their children to
sporting events, or other activities so making sure to spend some of the
advertising budget on the radio is another great way to get people that live in
the local area to get to the zoo. Many billboards are now electronic and are
less expensive; this is a great way to remind parents that they can spend some
quality time with their children.
b.
Precedent Studies
The
San Diego Zoo could benefit from spending more efforts in their wilderness
sleepover program. The organization needs to promote the wilderness sleepover
on social media, the radio and on their website. The zoo needs to give a discount
to get people aware of the wilderness sleepover. This will get people’s
attention. They could use a local Boy Scout or Girl Scout to start the
promotion. Another idea for the zoo would to be a girl’s night out at the zoo.
This would also help promote the activity. They have had a lack of sales in the
wilderness sleepover and this could help gain sales.
3.
Marketing Programs and Marketing Strategies
a.
Advertising
The
San Diego Zoo has already done many different ways with their advertising. They
are up to date when it comes to advertising. When you go onto their website,
they have Facebook, twitter, Pinterest, YouTube, Instagram and vine. These are
some of the major ways to advertise, when organizations use social media they
are able to get their name known as well as experiences those others have had.
Blogging is a new hit that everyone must have to be successful and of course,
the San Diego Zoo already does this as well. It is an important part of
advertising your organization. When people can see what you are doing, it is a
great tool to use.
Some
things that the San Diego Zoo can do to improve their Advertising is to send
out video emails about the zoo, maybe with some of the animals to get people’s
attention. When you send out a video email, it will grab them. This is free,
all they have to do is get permission from people to send this to them. They
could have a link posted to their webpage so that people can sign up.
Mobil
is another great way to advertise. Utilizing the San Diego Zoo app to get
people to want to come back. Mobile devices entertain many children and if they
have something on their app that the children can use such as a counting game
or did you find what animal. It would be interactive and would keep their
attention.
Sales
promotions
- Consumer: A consumer promotion with the San
Diego Zoo or San Diego Safari Park can add value to any retail or on-park
program a company is considering by increasing sales and traffic. Partners with
similar goals and objectives are desired to best support the marketing needs of
that company.
- Trade: The San Diego Zoo works in
conjunction with the stores of Costco, AAA, and Retail Me Not, just to name a
few. These organizations provide coupons and discounts to the San Diego Zoo
consumers. By doing so, the zoo is promoting themselves through more outlets
than just their website and at the zoo itself. In addition, using other outlets
gives consumers more chances to see promotional items regarding the zoo, and
allows the consumer to receive discounts, which is an incentive for them to
come to the zoo.
Public
relations
The
public relations department at the San Diego Zoo is a great source of
information. Consumers can contact the public relations department if they have
questions about the zoo, are planning a trip to the zoo or if they have a
technical questions regarding their Website. San Diego Zoo’s public relations
department also provides consumers with press releases regarding births of new
animals, bonding times between mother and baby, and consumer promotions that
are available at a particular time.
Personal
selling
At
the San Diego Zoo, those at guest services and the zookeepers do the personal
selling. These services include gift shops, food facilities, and public
relations. Because the zoo is a non-profit organization and they are not trying
to sell a product, it is up to the workers of guest services to talk
face-to-face with the consumers. The zookeepers may also do personal selling
when they are teaching an educational workshop or camp. It is the job of these
animal experts to inform or “sell” their knowledge about the animals to the
consumers.
Direct
Marketing
Direct
marketing at the San Diego Zoo is done through many different channels. The
zoo’s online interactive Website, online display ads, and press releases are
just a few of the ways the consumers are marketed to. Having and interactive
Website allows the consumers to see the latest events and entertainment at the
zoo. With creative online display ads, the zoo is able to show great pictures
of the zoo animals and real time videos of the animals. Press releases give the
opportunity for the zoo to announce the arrival of a newborn animal, which
allows the consumer to plan a trip to see the new animal.
References
Media.
(n.d.). San Diego Zoo Public Relations. Retrieved on December 7, 2015, from
website: http://media.sandiegozoo.org/
San
Diego Zoo. (n.d.). Promotions. Retrieved on December 7, 2015, from website:
http://zoo.sandiegozoo.org/partnership/promotions
No comments:
Post a Comment