Akron Zoo
Case Study
The Akron Zoo’s strategic plan calls for it to improve the services it provides the community and solidify the zoo as an important resource that merits funding and investment.
In 2002, Highland PR was retained by the zoo to develop and implement a marketing communications plan while the zoo completed a $40 million tax-funded exhibit expansion. Our objectives were to double attendance to 250,000 by 2006; increase income through paid attendance and additional funding sources; and position the zoo favorably with Summit County residents to enable passage of a renewal tax levy.
Our strategy was to brand the relatively small zoo as a venue ideally suited for families with children. As new exhibits opened throughout the expansion, our strategy was to re-position the brand so that consumers would think of the Akron Zoo as they would any other zoo.
In the 50-plus year history of the zoo, never had area consumers viewed it as anything but a little children’s zoo. For the initial campaign, we developed an actionable theme “Take me to the Akron Zoo!” and incorporated children’s images and/or voices into all advertising. In the first two years of our campaign, the summers of 2003 and 2004, the zoo set record attendance levels and record income each year.
In 2005, following our original strategy, we repositioned the Akron Zoo as a zoo that everyone will enjoy. We changed the theme to “You’ve Never Been This Close!” capitalizing on the new modern exhibit designs that bring animals and guests nose-to-nose. By July of 2005, the zoo had already broken its single season attendance record as was on target to draw 200,000 visitors that year. In 2006, zoo advertising and marketing increased significantly to promote attendance and passage of the renewal levy. 2006 was marked by two major Akron Zoo successes - the zoo did in fact reach its goal of 250,000 people passing through its gates; and the renewal levy passed significantly, proving that Summit County residents were pleased with their new zoo.
Now nearly eight years later, the almost unthinkable goal of doubling zoo attendance in four years has not only been accomplished, but continues to grow by leaps and bounds. 2008 saw the zoo’s sixth consecutive record, with a 25 percent increase in attendance from 2007. 329,000 visitors poured through the zoo’s gates to see jaguars, penguins, snow leopards and the new jellyfish exhibit. Attendance held strong in 2009 and 2010, even through an economic downturn. 2011 is on pace to become another year for the record books, truly solidifying the Akron Zoo as a community favorite attraction.
