You are working on a marketing plan to help the Maryland Zoo increase its membership sales. You need phase 2 completed. Detailed instructions are attached.
Phase 2 requires you to develop a recommended Promotion Strategy using a postcard campaign. Be sure to review the Zoo Project Marketing document, so you have a good understanding of what is expected in the project.
Now that you have conducted a SWOT Analysis and Environmental Scan for the Maryland Zoo, you should have a better idea of the challenges and opportunities facing the Maryland Zoo.
The next step is to identify the target market segments that would be most relevant for the Maryland Zoo to promote membership sales. Again, be specific and include age demographics, geographic areas, income, psychological influences, situational influences, and sociocultural influences. Also, be sure you are citing your sources from your research using APA Style as required.
Your Recommended Promotion Strategy must include the following:
the target market segment;
the marketing message;
the estimated cost of printing, acquiring target market lists, and mailing the postcard;
your projections showing how you expect the campaign to perform;
and how you will track the results of the campaign to determine if it was successful;
Here are excellent resources for selecting a target market list:
https://marketmappingplus.com/
Here are a few resources you may find helpful when creating your postcard:
http://www.postcardmania.com/postcardmarketingmanual/ten-elements-of-effective-postcard-design
http://www.bizbest.com/10-tips-for-postcard-marketing-success/
http://www.businessknowhow.com/directmail/postcards/minibillboards.htm
