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Revenue at the Maryland Zoo in Baltimore often fluctuates depending on state and local economic conditions. When the economy declines, the zoo receives less funding from the state and city of Baltimore as well as less support from corporate and private sponsorship.
However, membership has remained relatively steady. Membership has remained at more than 10,000 members despite spending changes on marketing and communications by the Board of Directors. (See the Maryland Zoo’s Annual Reports for financial details at http://www.marylandzoo.org/publications/)
Assignment:
PHASE 2: Recommended Promotion Strategy using a postcard campaign. 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 then is to identify the target market segments that would be most relevant for the Maryland Zoo to promote membership sales. Be specific as possible and include age demographics, geographic areas, income, psychological influences, situational influences and sociocultural influences (see Chapter 5).
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