The Zoological Society of London is an international charity organization primarily focused on issues of wildlife and nature. The organization has been undertaking activities mostly in the United Kingdom. However, there are other areas where it is reaching out to help others trying to conserve the environment, especially through wildlife protection. The organization usually helps protect critical wildlife species that need protection and ensures that such animals are protected correctly (Cornford et al., 2021). Further, the company is involved in restoring the wildlife ecosystem when it is destroyed by forces of nature or human activity. The organization has been critical in helping people and wildlife co-exist in nature. Over time, human activities have meant that animals are usually moved away. Such actions have brought forth more human-wildlife conflicts. The organization works towards ensuring that nature is preserved and there are no unnecessary conflicts, especially when such conflicts are to be caused by human activities.
The organization has been in operation for more than two hundred years. There are zoos that the organization has set up that help in protecting the animals by ensuring their safety. Further, the organization has different operations in the natural habitat of animals. The organization’s research has been critical in helping the organization solve the problems that animals face. The Institute of Zoology has become the organization’s arm that helps lead wildlife research. The research helps in restoring the ecosystems and protecting the species that might be endangered.
Further, research has been helping the organization know when a specific species is about to start being endangered. When such information is known, it becomes easier to manage the situation since there will be no need to put in much work compared to when an animal is endangered. Thus, the organization has inspired change worldwide through its steps towards preserving livestock.
The Big data/market intelligence strategy
Understanding the market is critical for any business that wants to continue being sustainable. The Zoological Society of London (ZSL) is an institution that works to give people the experience of wildlife, especially when such animals are in the zoo. Visiting zoos usually makes the institution generate most of its funding. However, there are also donations from well-wishers. Therefore, the institution markets its products to donors and people passionate about animals. Marketing to such people means that one has to adopt a strategy that will accommodate them. For example, the institute has to ensure that it records its activities on how it works toward protecting wildlife for people to fund the projects. There must be documentation on how the company works in different parts of the world to protect different species (Knox et al., 2021).
Further, there is documentation of the research being undertaken by the company. The research is critical in helping the organization engage with other stakeholders on why it needs the funding it seeks to conduct different activities. When the organization tells people that a specific species is endangered, there should be data to help explain how the specific species are being endangered.
Further, a detailed report should be on what makes the species endangered. Such a report will easily attract funding since there are clear guidelines on what the funds will be used for. Thus, the institution’s marketing strategy is geared towards appealing to donors and people passionate about wildlife so that they can offer help in different forms.
For the organization’s activities to be known to the public, there has to be a marketing initiative targeted at the target market. One of the main marketing initiatives ZSL has been focusing on is ensuring better content generation. The institution has been ensuring its activities are well documented, especially through videos and photos, which give people a vivid picture. The videos and photos help in attracting people to the zoos where there are endangered animals. When an animal is almost extinct, it is usually taken to a controlled area to protect it better (Hohenlohe, Funk, & Rajora, 2021). Such areas are critical in helping the animal start growing its population. However, such a place makes it easier for people to come and see rare animals.
Additionally, zoos usually have animals which cannot easily be found in the country or continent. Therefore, zoos make it easy to see animals that they can only see when they leave their country or continent. Such animals must be recorded well, and the pictures must be taken clearly to attract the audience. The next marketing initiative is usually getting to the audience, especially through social media sites which have become critical communication tools. Marketing initiatives are a critical step in helping the institution get to the audience and market the services offered in zoos and sensitize donors to their activities.
Expected Outcomes and critical success factors
ZSL focuses on ensuring that it creates an environment where people and wildlife co-exist peacefully without any conflict. Further, the institute ensures that it protects any animals that are endangered in any way. Any marketing activity would ensure the company will generate adequate funds to help the organization remain sustainable. The expected outcomes for the marketing initiatives will be to first sensitize people on the importance of wildlife in the environment. When people understand the importance of wildlife, it will be easier for them to support the initiative (Rocha et al., 2020). The organization seeks to combat the issue of climate change and the effects that it will have on wildlife. Therefore, one of the main steps that the organization needs to undertake is to ensure adequate information on the dangers of climate change. The organization must intensify the research and develop better ways of protecting nature. The development of such methods will ensure that wildlife is well protected and better conservation methods are developed. The critical success factor for the organization will be in assessing how the organization has ensured that wildlife is well protected and that climate change does not affect wildlife negatively (Fust & Loos, 2020).
Further, the organization has to constantly improve people’s information about nature and how they should treat nature, especially regarding wildlife. When people have the right information, embracing wildlife and encouraging living peacefully with wildlife becomes easier. Further, humans and wildlife will co-exist peacefully without having to get into any form of conflict.
There are different tasks that an organization such as the Zoological Society of London has to undertake to achieve its goals. One of the main tasks is to intensify research activities. The organization has to ensure that it is constantly improving the information that it has. As animals adapt to the changing environment, the organization must be at the forefront of understanding how they adapt to the environment. Research is critical in helping the organization get primary data on the wildlife it protects. Another significant task that the organization has to undertake is the education of the masses (Melfi, Dorey, & Ward, 2020). Education for such an organization can be critical since it helps in pulling people closer to the organization. For one to develop an interest in wildlife, there is a need for the organization to reach out to different people with educational materials informed by the research the organization has conducted.
Further, educating people is a critical step in helping people develop an interest in wildlife. When people develop an interest in wildlife, donating and visiting zoos becomes easier since they want to become partners in noble actions. The education task should be carried out through forums such as social media, which make it easier for information to get to as many people as possible while using the least resources. When undertaken well, the two tasks can be critical in helping the organization reach its goals and ensure sustainability.
The organization has to get data from different sources, especially when learning how to market its services to donors and those who want to visit zoos. One of the primary sources of data, especially in guiding how the organization should market itself, is the local population, especially where there are zoos (Manfredo et al., 2020). The organization has to understand how the people in the different cities relate to animals. The organization has to understand the number of people that would want to have certain animals in the zoos and how other people view animals when they are in the zoo. The organization must first get the local population’s support for it to be considered useful. Thus, the local population’s views are critical in helping guide the research process. The organization must also consider donors likely to invest funds to help run the organization. The organization must know how much donors view the conservation of nature. In doing so, it will be easier to package the information that will respond to the donors’ and the local population’s views. The data sources that will be used in informing the marketing strategy have to be the right source since the messaging has to address the target population in a language they understand directly.
Justification of the proposed data sources
Research data source
In research on wildlife, the primary data source is the wildlife, especially the wildlife in its natural habitat. One must comprehensively conduct wildlife research by involving the wildlife one is researching. The organization has to assess how the environment is changing. Climate change has been affecting animals differently. Some animals see their environment improving, while others see their environment worsening.
Further, climatic changes make animals behave differently (Curnick et al., 2019). The organization has to ensure that it is recording the behavioural changes to ensure that it gets the right information on how the animals are changing. One has to understand the climate and how it is changing for them to protect wildlife better.
Further, the changes that occur over time have to be mapped out for the concerned parties to get the right urgency on the priority actions that need to be taken over time. Further, there is a need for the organization to advise other institutions, especially governments, on the right steps to take when it comes to protecting the environment. For other stakeholders to work with the organization, it has to show that it understands the environment that wildlife operates in and how the environment is being affected by climate change.
Another critical source of information is the local community. The local community has to support the projects that the Zoological Society of London is undertaking in their locality. When there is no support from the public, it can be hard for the organization to operate well since the activities can easily be stopped by the local population (Thondhlana et al., 2020). The organization has to understand how the local population views the projects that it is undertaking. The activities have to involve the community. When the community is involved, it becomes easier for them to own the projects. Therefore, the local community’s views are critical in helping the organization understand how to initiate and run the different programs.
Further, the local community must know the animals in the different zoos. The community must also be informed on how endangered species are being protected. Therefore, there is a need for the organization to get information from the local community since it will be significant in helping the organization know how to structure the messaging to suit the community’s needs.
The other critical source of information is the donors whom the organization wants to get funding from. The organization primarily depends on donors since it is a charity organization. Therefore, the organization has to ensure that it shows donors how it has been utilizing the funds that have been sent before. Collecting data from donors helps in understanding how to package information that will attract more donors and ensure that more people know about the protection of wildlife (Manenti et al., 2020). The organization must show donors how it impacts wildlife positively for other donors to join in donating funds. Therefore, collecting information from donors will be critical in helping the organization understand what donors want and the right information to send to donors to ensure they support the projects being undertaken.
The infographics analysis
The number of visitors who visited the ZNL zoo in the UK from the years 2010 to the year 2021 did not have constant trends. The trends keep fluctuating over the years. From 2010 to 2014, the number of visitors per year kept increasing until 2014, when it started to go down slowly and was almost stable in 2019 before declining significantly in 2020. Since then, the number of visitors has been improving but at a slower rate. The average number of monthly visitors also followed a similar trend, where the number of visitors increased in 2014 and decreased in 2015 slowly until 2019. In 2020, the average number per month declined significantly. In all the cases, 2013 was the year that the number of visitors was recorded as high; this can be attributable to the factors such as events and exhibitions, among others. In 2020, the number of visitors declined, which can be assumed to have been attributed largely to the covid-19 pandemic. However, the number of visitors in 2021 started to increase, which may continue as the company starts to recover from the impacts of covid-19.
The customer analysis can also be conducted using the data analytics methods such as the mean and the range of statistical measures. For instance, the average age of the visitors is 36. The range age for visitors was between 18 to 56 years. The range of the salary of the visitors is £14000 to £50,000, and the mean salary for the visitors is £ 33000. The number of visitors accompanying the visitors from their families ranges from one to six, and the mean is 3.5.
Analyzing the spending habits of the visitors, the average spending per visit is £100, and the range is £25 to £250. Local family day-trippers constitute 50% of the visitors, 25% are students, and 25% are overseas educators and visitors. According to the data, the visit’s purpose is the zoo experience. The second raked purpose is an exhibition, and the last is the libraries.
The range of the number of years the visitors have been visiting the zoo is one to seven, and on average it. Four years. The total amount the visitors spend per year is £360, a range between £50 to £1000.
In that account, the ZNL zoo can make the following decisions based on the data analysis. First, the zoo should focus on attracting visitors from the age group ranging from 20 and 30 as this consists of young ages with high salaries. The zoo should also design the family offering and include some discounts as these constitute the main visitors to the zoo. The zoo should continue to improve the infrastructure and the number of species in the zoo to enhance more experience as this is the main purpose people visit the zoo. The company needs to improve the design of the exhibits that are more appealing to the family to continue attracting a greater number of the family to the park. The educators, zoo should continue receiving feedback from the educators on the areas they need to improve to enhance their educational visits to the zoo. The company should continue to improve the zoo experience by initiating different programs and exhibitions that customers oriented.
The visits and the promotion have different data variables: the visitors, the number of web visits, the services attractiveness, the advert budget and the number of media exposures. In that case, using the data analysts’ techniques, such as performing the correlation analysis to analyze the correlation among the variables, can help the business understand how each variable relates to each others. For example, the number of visitors relates to the number of visitors to the websites, the service attractiveness, and the budget set aside for adverts. Therefore, if the business wants to increase visitors, it can increase its annual advert budget and the attractiveness of its services.
Adopt an animal campaign data indicates that the zoo used different mediums to make the campaign. The first used four magazines; Sunday Times, National Geographic, Countryfile magazine, and BBC Wildlife magazine. The Sunday Times had the highest cost and, at the same time, generated a high number of readership and adoption, followed by the national graphics.
ITV had the highest cost advertisement for the tv medium and attracted the highest viewership and adoption. Thus, despite the cost, the ITV medium generated more revenue than other televisions.
Herat radio had the highest cost of advertising, highest listenership adoption and revenue among the radios. Thus, the zoo should continue using these channels as it has more revenue despite the cost of advertisement.
In the online category, Facebook has the strongest impressions but the lowest adoption and revenue. The wildlife articles had the highest number of adoptions and thus generated more revenue than Facebook.
Facebook and YouTube have a large audience but attract fewer adoptions and, thus, low revenue. The ITV and Sunday times attract more adoptions and revenue. The only disadvantage is their high cost of advertisements, but considering the revenue they generate, it is worth advertising with the ITV and Sunday times.
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