The Greater Los Angeles Zoo Association engaged Integrated Insight to conduct brand awareness research and a strategic revenue assessment to better position the zoo for future growth. The zoo is located near many iconic Hollywood establishments, but is tucked away and easy to miss. However, special events and limited engagement exhibits have helped the zoo gain more exposure and new audiences.
Through our research and assessment, we identified the need for more basic marketing efforts – who, what, where, and when – as many thought they had heard of the zoo, but could not locate it on a map. Others assumed it would be an hour drive or more, when in fact, it was not for many. Examination of pricing and messaging showed the opportunity for a 20% improvement in revenue, by better integrating membership and daily admission sales, and streamlining promotions.
Baseline and Tracking Research, Demand and Revenue Forecasting, Market Assessment, Pricing Strategy, Revenue and Profit Optimization