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Assessment 3 - Group Report

Interactive Marketing Plan


Auckland Zoo New Zealand

Presented by:

1801309 - Bruna da Silva Alves


1706166 - Catherine Guevara Gallego
1710011 - Catherine Joy D. Aquino
1706207 - Jaswinder Kaur

Presented to:

Mandeep Kaur
Alpha Educational Institute
2nd of October, 2018
Contents

Summary ------------------------------------------------------------------------------------------------------------------ 4
Introduction -------------------------------------------------------------------------------------------------------------- 5
1. Interactive Campaign ------------------------------------------------------------------------------------------------ 9
1.1. Existing marketing strategy of the company ------------------------------------------------------- 9
1.2. Actual interactive mobile marketing and mobile channels used ------------------------------ 10
1.3. Performance, challenges and recommendations of the current campaign ------------------ 17
1.4. Comparison Auckland Zoo campaign with PlantSnap Plant Identification ------------------ 18
2. Goals and Key Performance Indicators ------------------------------------------------------------------------- 19
2.1. Goals relating to the interactive campaign --------------------------------------------------------- 19
2.2. Key Performance Indicators and targets important for the campaign

 -------------------- 26
3. Mobile Marketing Effectiveness ---------------------------------------------------------------------------------- 26
3.1. Advertisement strategy -------------------------------------------------------------------------------- 26
3.2. Dimensions and influences of customer relationship to improve the campaign ----------- 28
3.3. Digital marketing tactics ------------------------------------------------------------------------------- 29
3.4. Privacy and confidence of the customers ---------------------------------------------------------- 30
4. Conceptual Models -------------------------------------------------------------------------------------------------- 31
4.1. Suitable conceptual model proposed mobile marketing campaign ----------------------- 31
4.2. Increase the interactivity among customers with the conceptual model -------------------- 31
5. Content Creation ----------------------------------------------------------------------------------------------------- 32
5.1. Analysis, recommendation and delivering of a suitable interactive mobile content ------ 32
5.2. Analysis of mobile websites integration ------------------------------------------------------------ 32
5.3. Appropriate analytics tool which will be used for data gathering and analysis ------------ 33
6. Monitoring & Evaluation ------------------------------------------------------------------------------------------- 34
6.1. Monitoring of marketing campaign ----------------------------------------------------------------- 34
6.2. Evaluating of marketing campaign ------------------------------------------------------------------ 34
Appendix ----------------------------------------------------------------------------------------------------------------- 35
Survey ---------------------------------------------------------------------------------------------------------- 35
References --------------------------------------------------------------------------------------------------------------- 38

Interactive Marketing Plan - Auckland Zoo New Zealand 2


Figures & Tables

FIGURE 1: DESCRIPTION ABOUT TICKETS ..................................................................................................................................... 5


FIGURE 2: DESCRIPTION ABOUT EXPERIENCES ............................................................................................................................ 6
FIGURE 3: DESCRIPTION ABOUT SPONSORSHIP AND PARTNERS ............................................................................................... 7
FIGURE 4: DESCRIPTION ABOUT WILDZONE GIFT SHOP ............................................................................................................ 8
FIGURE 5: VISION AND MISSION OF THE AUCKLAND ZOO .......................................................................................................... 8
FIGURE 6: INTERNATIONAL ARRIVALS TO AUCKLAND (2008-2017, SEPTEMBER YE) .................................................... 9
FIGURE 7: DESCRIPTION ABOUT ACTUAL CAMPAIGN #ZOOSNAPS ........................................................................................ 10
TABLE 1: #ZOOSNAPS TERMS AND CONDITIONS ..................................................................................................................... 11
TABLE 2-3: #ZOOSNAPS ANNOUNCING WINNERS & THE PRIZES ....................................................................................... 11
FIGURE 8: AUCKLAND ZOO OFFICIAL WEBSITE HTTPS://WWW.AUCKLANDZOO.CO.NZ/ ................................................. 12
FIGURE 9: AUCKLAND ZOO FACEBOOK COMPANY PAGE HTTPS://WWW.FACEBOOK.COM/AKLZOONZ ................... 13
FIGURE 10: AUCKLAND ZOO INSTAGRAM COMPANY PROFILE HTTPS://WWW.INSTAGRAM.COM/AUCKLANDZOO/ . 14
FIGURE 11: AUCKLAND ZOO TWITTER COMPANY ACCOUNT PROFILE HTTPS://TWITTER.COM/AUCKLANDZOO ...... 15
FIGURE 12: AUCKLAND ZOO YOUTUBE COMPANY CHANNEL HTTPS://WWW.YOUTUBE.COM/USER/AUCKLANDZOO
........................................................................................................................................................................................................... 16
FIGURE 13: SIMILAR WEB WEBSITE ANALYSIS REPORT WWW.AUCKLANDZOO.CO.NZ .................................................... 17
FIGURE 14: PLANTSNAP PLANT IDENTIFICATION BY COMMON SENSE MEDIA ................................................................. 18
FIGURE 15: FACEBOOK CHAT CONVERSATION WITH MEMBER OF THE AUCKLAND ZOO ............................................... 20
FIGURE 16: MOBILE DESIGN BY THE AUCKLAND ZOO NEVER LAUNCHED ....................................................................... 20
FIGURE 17: LOG-IN MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING ..................................................... 21
FIGURE 18: PROFILE SETTING MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING ................................... 21
FIGURE 19: MAP USING LBS MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING ..................................... 22
FIGURE 20: VIDEO FEATURE MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING ..................................... 22
FIGURE 21: SEO MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING .......................................................... 23
FIGURE 22: PAYMENT GATEWAY MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING .............................. 23
FIGURE 23: QR SCANNER MOBILE APPLICATION DESIGN BY DIGITAL SHEEP ................................................................. 24
FIGURE 24: PHOTO SCANNER MOBILE APPLICATION DESIGN BY DIGITAL SHEEP .......................................................... 24
FIGURE 25: PRINTED SCANNER ................................................................................................................................................. 25
FIGURE 26: COUPONS FEATURE MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING ................................ 29
FIGURE 27: USER AGREEMENT MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING ................................. 30
FIGURE 28: AUCKLAND ZOO CHAT FACEBOOK COMPANY PAGE .......................................................................................... 31
FIGURE 29: SEARCH - SIMILAR WEB WEBSITE ANALYSIS REPORT WWW.AUCKLANDZOO.CO.NZ .................................. 33
FIGURE 30: REFERRALS - SIMILAR WEB WEBSITE ANALYSIS REPORT WWW.AUCKLANDZOO.CO.NZ ........................... 34

Interactive Marketing Plan - Auckland Zoo New Zealand 3


Summary

The present paper intends to produce an industry and business-specific Interactive Marketing
Plan based on a review of related and actual digital marketing strategies that the Auckland Zoo
(AZ) has. To design the mentioned interactive marketing plan, we will use the following marketing
concepts to analyse the actual state of the company and the possible opportunities in the digital
interactive market era:

Existing interactive marketing campaign and various mobile channels.


Goals and KPLs of the campaign with the company market targets.
Communication channels and interactive tactics for campaign effectiveness.
Digital marketing model for effective and successful mobile campaign.
Content creation and management.
Monitor, control and the campaign.

We recognize the excellent visibility and performance that the AZ has in the social media channels,
the update content displayed on its official website and the active participation across its marketing
campaigns.

Nevertheless, the company does not have a mobile application that prompt its educational
programme and conservation projects, as a result, develop an app will add value to their mission
and vision pushing in the market their product line and making its position even stronger than the
current state.

Interactive Marketing Plan - Auckland Zoo New Zealand 4


Introduction

Auckland Zoo (AZ) is a non-profit organisation in New Zealand, controlled by the Auckland
Council, supported by the Auckland’s Zoological Society and connected to a global Zoo and
Aquarium network. Since 1922 their main goal has been the conservation of the wildlife and
wild places by caring, inspiring and building a sustainable organisation. This role of
conservation, mostly native species, have been explore from the research and education
departments overall the years. (Buley, (n.d)).

Nowadays, the AZ take care of 135 species and over 1.400 animals. Has hosted more than
700,000 visits annually with the purpose of engage everyone with the natural world and
foster the exploration, action and research through authentic exhibits and working with
communities targeted from early childhood to elderly. (‘Animals - Auckland Zoo’, n.d).

The existing product line is displayed by four sources: tickets, experiences, sponsors/partners
and sales, all of them offer products and services for the consumers as shown in Figure 1-4.
(‘Auckland Zoo’, n.d).

FIGURE 1: DESCRIPTION ABOUT TICKETS

The fees paid for tickets are overall the seasons. The peak visitor times, are school holidays,
public holidays and weekends, charging $24 for adult, $13 for child, infants free, student and
senior $19, family pass $45 to $65. This revenue from entry fee helps the AZ with its operating
cost. As a not-for-profit organisation, it receives a 14% annual subsidy from Auckland Council
and the remaining 86% from visitors, sponsors and partners.

Interactive Marketing Plan - Auckland Zoo New Zealand 5


FIGURE 2: DESCRIPTION ABOUT EXPERIENCES

Interactive Marketing Plan - Auckland Zoo New Zealand 6


This one is one of the segments with a highest marketing awareness since add value to the
experience itself of visit the zoo though the creation of events promoted overall the social
media channels and reaching new and different targets.

Potential visitors might approach to the AZ to explore the wild life and to have different
experiences like the Bug Lab, that incorporate insects and technology in the same
environment creating an immersive and interactive installation at the zoo. (Bugs take over
Auckland to promote Bug Lab exhibition at Auckland Zoo via Rainger & Rolfe, 2017).

FIGURE 3: DESCRIPTION ABOUT SPONSORSHIP AND PARTNERS

Approach to the AZ to support and create alliances between sponsors and partners is a two-
way winning. The zoo will show their brand and include logos overall the campaigns and also
those companies will share with its customers’ activities and events of the AZ with a different
audience.

Interactive Marketing Plan - Auckland Zoo New Zealand 7


FIGURE 4: DESCRIPTION ABOUT WILDZONE GIFT SHOP

In the existing product line this shop is the one with less activities in social media, also the
cafés stations. Even though, are a profitable source of income for the AZ and offer to the
visitor food, drinks and goods to purchase as a souvenir of the experience lived.

The overall objective of this project is to analyse how the zoo design its marketing strategies
to deliver meaningful experiences approaching the audience to recognize the importance of
the wildlife and trust on sustainable organisations like the AZ.

FIGURE 5: VISION AND MISSION OF THE AUCKLAND ZOO

Interactive Marketing Plan - Auckland Zoo New Zealand 8


By identifying its actual digital marketing strategies, we explore the penetration of a new
interactive campaign, the goals and key performance indicators for the actual campaigns and
also for the new one proposed, the mobile marketing effectiveness, conceptual models,
content creation and the monitoring and evaluation of the marketing campaign.

1. Interactive Campaign
1.1. Existing marketing strategy of the company

This market research identifies the actual marketing strategy of the AZ, starting from the
value proposition of the company and acknowledging New Zealand as a part of the largest
international market of Australia that is rapidly increasing its number of visitors (55% more
since 2008) and thanks to the use of new technologies (like mobile phone data) is easy to
track the number of visitors to Auckland as the Figure 6 explain.

FIGURE 6: INTERNATIONAL ARRIVALS TO AUCKLAND (2008-2017, SEPTEMBER YE)

The total NZ arrivals in 2017 was 3.68m and at the Auckland Airport One of the things that people most
Arrivals was 2.63m. enjoy to do is visit the most rated
places and AZ is one of this
scenarios.
Comparing the information between 2008 to 2017, we can deduct that
Auckland city could be the first destination to visit and includes on its
content of touristic guides (official websites, travellers sites, blogs), and AZ uses on its marketing strategy the
posts on social media (Facebook, Instagram, Twitter, YouTube, photo shoot and share to encourage
LinkedIn) the AZ as one of the top 5 places to visit other people to visit and participate
of its campaigns. Using tags as a
descriptions of the content
AZ is followed by Auckland War Memorial Museum, Sky Tower and
Waiheke Island as the favourite sites listed on The Destination AKL 2025 users link and increase active
a New Direction for Auckland’s Visitor Economy, 2018. visitors.

Interactive Marketing Plan - Auckland Zoo New Zealand 9


The marketing strategy have been designed understanding the massive arrival of new visitors
to the country and the increasing use of mobile devices. To enhance the visitors’ experiences
the AZ explain about the conservation and how to get involved in the wild life of a foreign
country with interactive marketing campaigns that take place on the social media sites and
are designed for people with overall the ages and interest.

1.2. Actual interactive mobile marketing and mobile


channels used

FIGURE 7: DESCRIPTION ABOUT ACTUAL CAMPAIGN #ZOOSNAPS

Currently the AZ shares thousands of videos about the diary life of the animals, creating
different, creative and unique content in YouTube and Facebook, so that, audience can tell
other ones that they visit the zoo and also see the news or progresses in the life of their
favourite animals that become as a characters.

Followers are familiar with the news and also can see and post their best photographs using
the website or app of Instagram, adding tags and sharing with other people also through the
Twitter accounts, audience can follow AZ tweets, answer, share and have an active
participation anytime and anywhere.

Nowadays, the company enhance the visitors’ experiences with the campaign #ZooSnaps a
monthly competition that invite the audience to capture zooper snaps inside the AZ and win
prizes (free double or family pass and a surprise gift from the Wildzone Gift Shop.) (‘Auckland
Zoo’, n.d).

The Zoo Crew will judge the photos published on visitor’s individual profile on Facebook or
Instagram with the tags #ZooSnaps and #AucklandZoo, picking the best one monthly during
the whole 2018 and also sharing those over the company’s profiles and social media channels.
After one year, from the twelve winners they will grant a final prize.

Interactive Marketing Plan - Auckland Zoo New Zealand 10


TABLE 1: #ZOOSNAPS TERMS AND CONDITIONS

#ZooSnaps: Terms and Conditions


*Residents aged 14 years and above.
*Employees or agencies associated with Auckland Zoo may not enter the competition.
*Photos must be taken at Auckland Zoo within the last two months of posting.
*All entrants can only win the competition once.
*Any photography that does not meet acceptable guidelines may be forfeit.
*Entrants may submit as many photos as they like, but they may not submit the same photo more than once.
*By submitting an entry to the competition by using #ZooSnaps on any social media platform or by uploading your
photo directly to our Zoo Snaps page you grant Auckland Zoo the permission to:
a.) Re-share your photo on our social media channels, reproduce this image on-site and use it for promotional
materials.
b.) Use the person’s name who submitted/uploaded the photo to announce them as the winner.
c.) Open to all photographers both amateur and professional.
*Entrants shall be deemed to have accepted these terms and conditions.
*You own the copyright to your Competition entry as its author. Your entry must be your own work, must not be
copied, must not contain any materials and/or content that you do not have permission to use, must not include any trade-
marks, and must not show inappropriate or dangerous behaviour, or otherwise be obscene, defamatory, distasteful,
offensive, or in breach of any applicable law or regulation. If Auckland Zoo has reason to believe your entry is not your
own work or otherwise breaches these Terms and Conditions, we may disqualify it.
*The prizes are not transferable or exchangeable, and cannot be redeemed for cash.
*If you have any questions about how to enter or in connection with this competition, please email us and add “Zoo
Snaps” in the subject line.
*This overall competition is divided into 12 separate monthly competitions, the first of which starts on 6 April 2018
with the following monthly competitions scheduled on the first week of each month. The overall competition winner will
be announced 5 April 2019 and Auckland Zoo reserves the right to extend the closing date.
*Entrants into this competition, Zoo Snaps, shall be deemed to have accepted these terms and conditions.

TABLE 2-3: #ZOOSNAPS ANNOUNCING WINNERS & THE PRIZES

Announcing Winners The Prizes


The monthly prize consists of:
a.) A double or family pass to Auckland
*The winner will be announced at the end of each Zoo.
month with the winning photo shared on Instagram, b.) A surprise gift from our WildZone gift
Twitter and Facebook, on-site and on our website. shop.
*A panel of Zoo Crew members will judge all entries c.) The winning photo will be shared on
before declaring the winner. our social media channels, on-site at the
*The winner of each monthly competition will be zoo and on our website.
automatically entered into the draw for the 12- d.) The ultimate 12-monthly prize yet to
monthly prize. be announced.

Interactive Marketing Plan - Auckland Zoo New Zealand 11


The following mobile channels are the ones where #ZooSnaps interactive mobile marketing
campaign is taking place:

FIGURE 8: AUCKLAND ZOO OFFICIAL WEBSITE HTTPS://WWW.AUCKLANDZOO.CO.NZ/

Interactive Marketing Plan - Auckland Zoo New Zealand 12


FIGURE 9: AUCKLAND ZOO FACEBOOK COMPANY PAGE HTTPS://WWW.FACEBOOK.COM/AKLZOONZ

The existing marketing


strategy of the AZ make
possible that the Facebook
company page be
positioned with:

102,553 likes
184,946 visits
4,4 as a score
8,054 reviews
100,000 followers
4,4 out of 5 rated
(based on the opinion of
7,376 people)

Facebook company page


permit keep posting
videos and photos with
tags, sharing content for
all of the followers that
are going also to keep
sharing and feeding the
site.

The feature of events


generate reminders so the
audience won’t miss
activities planned by the
zoo.

#ZooSnaps is taking place


on Facebook company
page from the Facebook
individual profile when
the users post on its wall
photos about the visit to
the zoo with the tags
#ZooSnaps and
#AucklandZoo.

Driving traffic from its


personal profile to the
Facebook company page permit be linked with other social media accounts like news board on Facebook
Instagram, Twitter, YouTube and the TripAdvisor reviews generating a large traffic where friends can see the
over the internet. This social media tool is the one with the highest interaction with publications and also
the audience through the marketing campaign #ZooSnaps since is easy post and activating the other social
add the tags linking Instagram too. media spaces like
Instagram.

Interactive Marketing Plan - Auckland Zoo New Zealand 13


FIGURE 10: AUCKLAND ZOO INSTAGRAM COMPANY PROFILE HTTPS://WWW.INSTAGRAM.COM/AUCKLANDZOO/

Auckland Zoo has on this photo-


sharing website and mobile
application a public account, so
that, any member register and
non-register on Instagram can
see their content but just
members with account can
follow, comment and share
content with the labels related to
the AZ.

The possibility of label with tags


the descriptions of the photos
and videos shared through the
websites, is an exceptional option
since filter the content driving
traffic to sites with the same
hashtag.

Once the public visit the zoo their


photos can be share with the tags
#ZooSnaps and #AucklandZoo
to participate in the campaigns
and be part of the competition.

The Instagram account has:

1,332 posts roughly


18.2k followers
273 following accounts

The interactive mobile marketing


campaign #ZooSnaps has 1,360
posts.

Interactive Marketing Plan - Auckland Zoo New Zealand 14


FIGURE 11: AUCKLAND ZOO TWITTER COMPANY ACCOUNT PROFILE HTTPS://TWITTER.COM/AUCKLANDZOO

Auckland Zoo develop a loyal


community, increase its
digital exposure, expand
sales and audience through
all the social media channels.
Twitter as a public stream,
allow members to post and
follow the zoo with up to 280
tweets-characters.

Even if is not necessary share


on Twitter the photos for the
interactive mobile marketing
campaign #ZooSnaps, this
social media is still sharing
content about the campaign,
reaching and addressing
other audience with Twitter
account to Facebook or
Instagram to participate in
the competition.

Nowadays, the Twitter company account is attractive for different sectors, like
conservation organisations, educative institutions, opinion leaders and people in
general. It has 3,881 tweets, 3,397 following, 20.5K followers, 2,557 likes and 6
lists.

Interactive Marketing Plan - Auckland Zoo New Zealand 15


FIGURE 12: AUCKLAND ZOO YOUTUBE COMPANY CHANNEL HTTPS://WWW.YOUTUBE.COM/USER/AUCKLANDZOO

The Auckland Zoo YouTube


channel has 5.6K subscribers.

When searching in the engine of


the channel the keyword
#ZooSnaps, just one video appear
with this tag having 533 views. The
video is a Time Lapse about the
construction that is taking place at
the zoo to show the people the
changes at the new orangutan
enclosure.

At the description of the video,


they link the audience to the
official webpage of the zoo to do
marketing about the #ZooSnaps
competition and appear in the
content of the web with a photo
shoot in the and social media sites.

YouTube is not the social media tool for prompt this campaign but is a specialized site that drives a lot of traffic to the
other sites through the creative news posted daily in the channel in the section Zoo News and the series Zoo Tales which
engage a lot of visitors with different ages that want to be update about the daily life of the animals, the new members of
the zoo and see how each of their favourite animals is growing up.

Each episode of Zoo Tales is different and brings the possibility for the partners to show the relationship that they have
with the zoo, how they support the company making more visible their brand and logo referred by the zoo media.

Interactive Marketing Plan - Auckland Zoo New Zealand 16


1.3. Performance, challenges and recommendations of
the current campaign

According with Similar Web (a free online report for websites and applications) the next
information will show significant numbers that help to track marketing strategies of the AZ
using its website as a portal for share its mission, vision, value proposition, run its marketing
campaigns, link the social media on #AucklandZoo and keep update the audience with the
section Zoo News.

The photographs and the information of the physical location on How to get Here are the
most relevant content of the web, since the map will address the audience to have the real
experience in situ visiting the zoo and living the educational activities that the zoo offers
passing across of the virtual experiences in the webpage and social media sites to the reality
keeping the interaction, publishing reviews, photos, videos and tweets about the encounter.

FIGURE 13: SIMILAR WEB WEBSITE ANALYSIS REPORT WWW.AUCKLANDZOO.CO.NZ

Interactive Marketing Plan - Auckland Zoo New Zealand 17


The performance of the marketing campaign #ZooSnaps is really good since enhance the interactivity with the
audience in an active and effective way where visitors can share any time and simultaneously the photos from
different social media sites that are even connected together. The content could be the same but posted in different
sites with just one click.

Total Visits graphic shows that numbers increased in the AZ sites over March and later on April to August
decreased, having June as the month with the less visitors to the company webpage during 2018.
Traffic Sources graphic is a good example to see how the people is reaching the site, in this case a 75.85% browse
through the site searching in the engines directly.
Social media sites are not a huge source of traffic that drives visits to the official website (just 3.84% is traffic from
social media). Visitors of Instagram, Facebook and Twitter post on their personal accounts, including tags,
descriptions and be refer to the company profile in the same social media if they want to find more information
about without the need to open a new tab and go to the official website (the content could be even more update,
interactive and dynamic in the social media channels than in the official website).

1.4. Comparison Auckland Zoo campaign with


PlantSnap Plant Identification

AZ shows a great understanding of been active in the social media channels, also, the
importance of create marketing campaigns with a deep interactive content and ask to its
visitors interact with them in the way that they most love (taking and sharing photos).

The marketing campaign #ZooSnaps is effective with the goals of the AZ, even though, if
the zoo wants to add more value proposition and product differentiation to its portfolio and
across the visitors’ experience, could be useful develop a mobile application that help the
audience to make even more interactive their visit to the zoo displaying information of the
animals and other useful features.

PlantSnap Plant Identification (Common Sense Media, 2017) is a mobile application developed by a non-profit
organisation that empower kids and parents aware of the possibility of interaction in a world of media and
technology promoting educational value and a safe experience to interact with.

FIGURE 14: PLANTSNAP PLANT IDENTIFICATION BY COMMON SENSE MEDIA

Interactive Marketing Plan - Auckland Zoo New Zealand 18


The AZ could develop a mobile application that the visitors use during their tours at the zoo on their mobile devices. This
mobile tool might have similar features like PlantSnap Plant Identification where kids, parents and teachers scan the
animal and the app recognize the photo (similar that the QR code) giving specific information about the animal
(kingdom, phylum, class, order, family, genus, species), general data (name, age, weight, food) and curious facts (preferred
food, behaviour, how they make their house and similarities with humans).

This new app could have a digital album where visitors can capture the photo of the animal, know more about it and
storage the photo in the album, also might be possible rate the favourite animal and share through social media the best
photos.

For the staff at the zoo, the app could have a section of monitoring, the principle is the same of photo scan the animal but
the information that will appear is for the use of the company employees, Tuautara Club (volunteers programme),
department of conservation and education, in this case, private data will inform the members about the health of the
animals, be update about their illnesses, medicine dosage and information related with pregnancy control.

Finally, through the new app of the AZ people could purchase tickets to visit the zoo, have access to great deals, live all
the experiences and events planned by the zoo and support the Wetapunga Protection Programme (native insect that is in
extinction) thought online donations.

The AZ should link all of its social media accounts and partners/sponsors logos with the app generating persuasive
communication campaigns that satisfy visitor and marketers. Will be the best strategy to activate interactive mobile
channels like push notifications as a pops up messages in the mobile device that will drive user engagement and remind
the person to visit the place.

2. Goals and Key Performance


Indicators
2.1. Goals relating to the interactive campaign

The proposed interactive marketing campaign for AZ is to launch a mobile application with
dynamic features to capture the interest of viewers and make them visit the zoo. AZ doesn’t
have a mobile application and according to an informal interview with a member of the staff,
named Aja, they do not have any plans to create one at the moment, (refer to conversation in
Figure 15). The online research that we conducted presented one mobile design created for
AZ but the company never launched it (refer to Figure 16). 


Interactive Marketing Plan - Auckland Zoo New Zealand 19


FIGURE 15: FACEBOOK CHAT CONVERSATION WITH MEMBER OF THE AUCKLAND ZOO

FIGURE 16: MOBILE DESIGN BY THE AUCKLAND ZOO NEVER LAUNCHED

Interactive Marketing Plan - Auckland Zoo New Zealand 20


We are proposing for the mobile application to
have the following features: 


2. Profile Setting allowing the mobile app user to
add an avatar and see the summary details of
1. Log-in features to make sure the experience of their activities on the app.
mobile app users is more personal.



FIGURE 17: LOG-IN MOBILE APPLICATION DESIGN BY FIGURE 18: PROFILE SETTING MOBILE APPLICATION
DIGITAL SHEEP MARKETING DESIGN BY DIGITAL SHEEP MARKETING

Interactive Marketing Plan - Auckland Zoo New Zealand 21




3. Map using LBS (Location Based Service) to help
the visitors navigate around the zoo. 4. List of new and archived videos.





FIGURE 19: MAP USING LBS MOBILE APPLICATION FIGURE 20: VIDEO FEATURE MOBILE APPLICATION
DESIGN BY DIGITAL SHEEP MARKETING DESIGN BY DIGITAL SHEEP MARKETING

Interactive Marketing Plan - Auckland Zoo New Zealand 22




5. Search Engine Optimisation for easy access of
articles or information. 6. Payment Gateway for purchases.





FIGURE 21: SEO MOBILE APPLICATION DESIGN BY FIGURE 22: PAYMENT GATEWAY MOBILE APPLICATION
DIGITAL SHEEP MARKETING DESIGN BY DIGITAL SHEEP MARKETING

Interactive Marketing Plan - Auckland Zoo New Zealand 23


8. QR Scanner will be used to make the experience
7. Photo Scanner will be used to make the easier. Instead of using the traditional print-out,
experience more dynamic. Users will be able to AZ will install scanners including the animals facts,
take a photo of the animals (scan) and app will information, photos, videos, etc., that the visitors
recognize animal itsefl working as a QR code. can access using the mobile application if the
animal is moving or if is too dark.

FIGURE 23: QR SCANNER MOBILE APPLICATION FIGURE 24: PHOTO SCANNER MOBILE
DESIGN BY DIGITAL SHEEP APPLICATION DESIGN BY DIGITAL SHEEP

Interactive Marketing Plan - Auckland Zoo New Zealand 24


The art boards below will be installed with QR Code Readers for the mobile application use:

FIGURE 25: PRINTED SCANNER

Interactive Marketing Plan - Auckland Zoo New Zealand 25


The mobile application will also have other options such as scheduling, calendar of events, careers, volunteering,
camera with filters, etc. Games, competitions, and other engagement activities will be added and incentives will be
provided for those who will participate. The incentives can be used when they come back and visit the Auckland
Zoo. These features will further improve the engagement and interaction of the mobile app users before, during,
and after visiting the Auckland Zoo. 

The first goal of the marketing campaign is to make the people download and use the mobile application. Second is
to engage, reach, and lead more people into visiting and supporting the zoo. This will create more opportunities for
the Auckland Zoo to generate more income for its operations and responsibilities.

2.2. Key Performance Indicators and targets


important for the campaign



5 Marketing Key Performance Indicators (KPIs) to help monitor if the goals of the campaign mentioned above are
being met by Auckland Zoo. 


1,500 number of downloads in 3 months.


60% conversion rate from social media leads.
Increase of 60% in engagement rate on shares, likes, reposts, etc in 2 months.
30% of increase in content quality from contributors in 2 months.
20% increase in number of monthly blog visits.

3. Mobile Marketing Effectiveness


3.1. Advertisement strategy

Their social media platforms are effective because they have thousands to hundred of thousand followers on each
channel. It will be easier for Auckland Zoo to listen, influence, and do networking. Details below shows the number
of followers Auckland Zoo has in 4 of their social media accounts.

Facebook has 102,151 likes and 99,733 followersowers

Interactive Marketing Plan - Auckland Zoo New Zealand 26


Instagram account has 17,400 followers

Twitter account has 20,500 followers and 2,495 likes

Youtube account has 4,041 subscribers

Interactive Marketing Plan - Auckland Zoo New Zealand 27


3.2. Dimensions and influences of customer
relationship to improve the campaign

The key dimensions of digital interactive marketing (trust, commitment, reciprocity,


synchronicity and social networking) and influence of customer relationship can effectively
improve the interactive mobile campaigns. The following paragraphs will further elaborate
the details.

Trust
Mobile campaigns are very effective because people can access it anytime and anywhere they want even on their
most private moments. Most campaigns are also using digital marketing tools such as videos that captures the
attention and emotions of viewers because they are seeing the activities done. In AZ, most of the contents used are
the milestones of the animals’ life and the rescue and medical operation that are happening in the AZ Hospital. Such
videos show how responsible and trustworthy AZ which result to more visitors and sponsors/donors.

Commitment
AZ’s commitment on being consistent in providing good contents/materials will keep make their
customer interested and committed to continuously visit the zoo and join the activities that the
company have.

Opinion Leaders
Reciprocity Can help in the campaign because
Having a personal portal, the clients will be given accessed to the data people are keen on listening to
and features available for mobile application users and in return, they whom they have trust with. The
will provide some of their personal information. The users can also right person, regardless if they are
receive notification about events, promotion, and news from the AZ if
they stay using the mobile application.
a celebrity, politician, scientist,
doctor, etc., can lead people to take
interest in the campaign and help
AZ to succeed.

Synchronicity

In marketing is helpful for brand awareness and recall because


it will help them remember the ads and the campaign. It can be
as simple as using one company logo, theme, colour, font,
elements, content, et al. It is being consistent with what you Social Networking
want to communicate and how you do it (S2Imaging, n.d.).
Can help AZ to directly interact
The company can use different channels (mobile app, website, with their customers by using
etc.) but having one database in order for the details, data, the mobile application’s
features like chat, games,
information, etc., to be accessible by the users. Synchronicity competitions, etc.
can speed up communication especially on information needed
for a specific service. It can influence marketing positively
because the customers are not limited in using websites or
going physically to the shop/office, rather, they can use their
mobile to engage with the company.

Interactive Marketing Plan - Auckland Zoo New Zealand 28


3.3. Digital marketing tactics

Incentive points will be given to people who will participate on engagement activities such as
competition and games that will be featured on the mobile application. Those can be also be used as
discounts to purchase items being sold in the souvenir shops or passes to enter the AZ and other
affiliates (Motat, Kelly Aqurium, etc.).
Incentives and discounts will be converted to e-coupons. The customers will have to present it upon
purchasing of the item/service that they can avail with it.
The marketing tactics will keep the people interested to purchase and come back for more. It gives

FIGURE 26: COUPONS FEATURE MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING

Interactive Marketing Plan - Auckland Zoo New Zealand 29


3.4. Privacy and confidence of the customers

Privacy of customers are very important especially that cyber crimes are not decreasing. In fact,
“Cybercrime will generate at least $1.5 trillion this year..” (Hashed Out, 2018). More people are
becoming more cautious about accessing websites and downloading mobile apps that might hack
their personal information including those that are related with finance. However, more developers
are helping to protect these datas and companies are also making sure that they are constantly
updating their security systems.

AZ on the matter should also be mindful in allowing access to the datas that they have been
receiving from their customers especially those who have been purchasing online. 

User
agreements are created and approved by customers especially when information/datas will be
used in marketing campaigns or activities that might disclose the customers personal information.
Some of the activities might also include the customers photos or videos and Auckland Zoo must
have a disclosure agreement that they are allowed to use them. This way, the customers are aware
about it and they will not make a bad reaction when they have learned about it

FIGURE 27: USER AGREEMENT MOBILE APPLICATION DESIGN BY DIGITAL SHEEP MARKETING

Interactive Marketing Plan - Auckland Zoo New Zealand 30


4. Conceptual Models
4.1. Suitable conceptual model proposed mobile
marketing campaign

The most suitable model for the campaign of the AZ could be viral marketing which is a
strategy to grow the business by using existing social media networks and used to promote
the brand awareness. In viral marketing the customers use to promote the product from on to
another. AZ has so much that their visitors or the customers can enjoy. For example, they
have photography workshops, Safari Nights, birthday parties and venues for the functions.
People that is connected with those services, can book for reserve its place and also, they can
recommend to other ones as well according with a positive experience lived, in this case,
viral marketing could be word of mouth which nowadays is still very powerful. (‘Auckland
Zoo’, n.d).

4.2. Increase the interactivity among customers with


the conceptual model

AZ always keep updated on their Facebook page about their activities, events, marketing
campaigns and news. According to an employee of zoo, their FB page is a channel they use
to engage their audience and educate them about wildlife. AZ share content about their
keepers and animals as well as talk about the conservation work they are involved in, both in
New Zealand and overseas.

Whenever they got a new animal is update on their FB page inviting people to be near by the
process of the transport and settle down of the latest member of the family using its YouTube
channel to upload the videos and share them on their FB page. AZ also share this content
overall the other social media channels, activating many users that will talk about the news at
the zoo. When they share information, the people is attracted to visit, talk and follow the zoo.

FIGURE 28: AUCKLAND ZOO CHAT FACEBOOK COMPANY PAGE

Interactive Marketing Plan - Auckland Zoo New Zealand 31


5. Content Creation
5.1. Analysis, recommendation and delivering of a
suitable interactive mobile content

AZ have a website and social media accounts on YouTube, Facebook, Instagram and Twitter,
but they don’t have a mobile application that gathers all the information posted on the
mentioned platforms. So, a mobile application for visitors and zoo staff would be very
interesting and could bring even more interaction to the visitors.

The Content Delivery Network (CDN) is the method used to deliver the content requested by end
users. The mechanisms are unicast, cache-based, peer-to-peer and multicast. Unicast is only
between one sender and one receiver; cache-based stores the information collected from a
previous visit to the domain; peer-to-peer works as an internal server.

Considering the nature of the service offered by AZ, the multicast network would be a good
choice because the zoo can transmit lives on social media channels and upload interactive
content to engage users to participate in the activities, since this mechanism share the same
content for various users from one source. The content present in the mobile application
would be uploaded from an e-book database, since is technical information and updated by
zoo staff for the internal use and about specific animals.

The distribution channels are usually SEO, video, social media platforms, email and influence
outreach. Analysing traffic numbers, the best channels for AZ are SEO, video and social media,
observing also, influencer outreach through reviews and feedbacks on Facebook page (Auckland
Zoo, Facebook page, 2018).

The application would be advertised mainly in social media and zoo’s website, also outdoors,
public transportation and specially airports and tourism agencies to attract more visitors.

5.2. Analysis of mobile websites integration

Integration of mobile websites stand for a website designed to be accessed on desktops,


smartphones and portable devices. AZ have a mobile friendly website, well-structured with
information easily displayed to facilitate navigation in the most used devices, such as timetable
and ticket prices in the top of the page (‘Auckland Zoo’, 2018). Also, the zoo opted for not have
many pictures in their mobile website version for a smoothly performance.

The use of an application that is mobile friendly with good quality, easy to browse, accessible
information and special features about AZ animals is going to increase the number of visitors
in the zoo and brand awareness, since this type of application is quite new for this service.

Interactive Marketing Plan - Auckland Zoo New Zealand 32


5.3. Appropriate analytics tool which will be used for
data gathering and analysis

The suggestion for AZ is a native application to be used in the zoo to identify animals and
show information about animals to visitors and some extra features to zoo staff. The
application could be available for IOS and Android, where the success would be measured by
the number of downloads on Apple App Store and Google Play.

As the chosen mobile interactive channel, the application can be managed by Google Analytics,
which is responsible for tracking traffic, measure return on investment and manage applications.
Also, the tool is responsible for understand customers by collecting data so it is possible to
improve content and drive results to increase profit (Google Analytics, 2018).

Other social media channels used by AZ such as Facebook, Instagram, Twitter and YouTube have
their own management tools to measure KPI’s, that generally can be evaluated by looking at the
number of followers/subscribers and downloads of mobile applications. The following figures
(Figure 16-17) are related with the search sources and referrals traffic that nowadays the AZ
official web page is representing. (‘Similar Web’, 2017).

FIGURE 29: SEARCH - SIMILAR WEB WEBSITE ANALYSIS REPORT WWW.AUCKLANDZOO.CO.NZ

Interactive Marketing Plan - Auckland Zoo New Zealand 33


FIGURE 30: REFERRALS - SIMILAR WEB WEBSITE ANALYSIS REPORT WWW.AUCKLANDZOO.CO.NZ

6. Monitoring & Evaluation


6.1. Monitoring of marketing campaign

The proposed interactive campaign for Auckland Zoo is to launch a mobile application that
will provide enough information about the activities at the zoo. Auckland Zoo is very active
on their social media platforms, so they can measure the conversion rate from both social
media to mobile application. They can monitor their overall goals and can work according to
that. They can interact with people easily. People can get easy information about the tickets
and their new campaigns. They can make content by user generated content. They can use
Google analytics to monitor. Auckland Zoo will keep an eye on social media and on the
collected data. They can collect all the data and then evaluate.

6.2. Evaluating of marketing campaign


KPI’s help the AZ to measure the overall goal and the targets, the number of customers
visiting the, track how many customers download their application, create deeper
engagement, segment their audience, track the behaviour of the customers and launch
successful marketing mobile campaigns.
Google analytics can measure how many users use the application, number of active users,
session length of the users. If AZ will know these things, they can make changes in their
mobile app and in the websites.
With the help of KPIs AZ can measures the ROI and they can their monthly sale growth.

Interactive Marketing Plan - Auckland Zoo New Zealand 34


Appendix
Survey
This survey was conducted to find out the impact of the Auckland Zoo social media marketing tools on their
market:

Interactive Marketing Plan - Auckland Zoo New Zealand 35


Interactive Marketing Plan - Auckland Zoo New Zealand 36
Interactive Marketing Plan - Auckland Zoo New Zealand 37
References
● Buley, K. (n.d). About the Zoo. Retrieved July 19, 2018, from
https://www.aucklandzoo.co.nz/about-the-zoo
● Auckland Zoo (n.d). Animals. Retrieved July 19, 2018, from
https://www.aucklandzoo.co.nz/animals
● Description about tickets at the official website of the AZ. [Screenshot]. (n.d.). Retrieved
August 20, 2018, from https://www.aucklandzoo.co.nz/tickets
● Description about experiences at the official website of the AZ. [Screenshot]. (n.d.). Retrieved
August 20, 2018, from https://www.aucklandzoo.co.nz/experiences
● Description about sponsorship and partners at the official website of the AZ. [Screenshot].
(n.d.). Retrieved August 20, 2018, from https://www.aucklandzoo.co.nz/get-
involved/sponsorship
● Description about Wildzone Gift Shop at the official website of the AZ. [Screenshot]. (n.d.).
Retrieved August 20, 2018, from https://www.aucklandzoo.co.nz/visit/plan-your-day
● Vision and mission of the AZ [Screenshot]. (n.d.). Retrieved August 20, 2018, from
https://www.aucklandzoo.co.nz/about-the-zoo
● International Arrivals to Auckland (2008-2017, September YE) [figure]. (n.d.). Retrieved
August 25, 2018, from https://www.aucklandnz.com/sites/build_auckland/files/media-
library/documents/AKL-Destination-Auckland-Strategy-Supporting-Doc-web-v3.pdf
● Destination AKL 2025 A New Direction for Auckland’s Visitor Economy. (2018). Retrieved
August 25 2018, from https://www.aucklandnz.com/sites/build_auckland/files/media-
library/documents/AKL-Destination-Auckland-Strategy-Supporting-Doc-web-v3.pdf
● Bugs take over Auckland to promote Bug Lab exhibition at Auckland Zoo via Rainger &
Rolfe. (2017). Retrieved September 1, 2018, from
http://www.campaignbrief.co.nz/2017/12/bugs-take-over-auckland-to-pro.html
● Description about actual campaign #Zoosnaps. [Screenshot]. (n.d.). Retrieved August 20,
2018, from https://www.aucklandzoo.co.nz/zoosnaps
● Similar Web Website Analysis Report. (2018). Auckland Zoo Report. Retrieved from
https://www.similarweb.com/website/aucklandzoo.co.nz
● Common Sense Media. (2003). About us – Our Mission. Retrieved September 13, 2018, from
https://www.commonsensemedia.org/about-us/our-mission
● Plantsnap (n.d.). Retrieved September 17, 2018, from https://plantsnap.com/
● Auckland Zoo. (2018). Experiences. Retrieved September 28, 2018, from
https://www.aucklandzoo.co.nz/visit
● Figure 15. Facebook. (2018). Retrieved on October 1, 2018,
from https://www.facebook.com/messages/t/AKLZOONZ. Screenshot by author.
● Figure 16. Behance. (2018). Auckland App Zoo by Lavinia Butler. Retrieved on October 1,
2018, from https://www.behance.net/gallery/45863343/Auckland-App-Zoo.
● Figure 17 to 23. Marvel App. Mobile App Creator. Designs were created on October 1 to 2,
2018 from https://marvelapp.com/project/3397118/canvas/
● Figure 24. Aquino, C. (2018). Auckland Zoo Photographs. Actual photos taken on September
22, 2018.

● Facebook (2018). Auckland Zoo. Retrieved on August 8, 2018 from
https://www.facebook.com/AKLZOONZ/.
● Twitter (2018). Auckland Zoo. Retrieved on August 8, 2018 from
https://twitter.com/aucklandzoo?.
● Google Plus (2018). Auckland Zoo. Retrieved on August 8, 2018 from

Interactive Marketing Plan - Auckland Zoo New Zealand 38


https://plus.google.com/+aucklandzoo.
● YouTube (2018). Auckland Zoo. Retrieved on August 8, 2018 from
https://www.youtube.com/user/aucklandzoo.
● Instagram (2018). Auckland Zoo. Retrieved on August 8, 2018 from
https://www.instagram.com/aucklandzoo/?hl=en.


● S2Imaging (N.D.). Strategies to Sync Your Out-Of-Home & Mobile Marketing Efforts.
Retrieved on August 8, 2018 from https://www.s2imaging.com/blog/strategies-to-sync-your-
out-of-home-and-mobile-marketing-efforts.html.
● References: 
Consumer. (n.d.). Privacy Policy. Retrieved on October 2, 2018 from
https://www.consumer.org.nz/articles/privacy-policy.
● Hashed Out. (2018). Re-Hashed: 2018 Cybercrime Statistics: A closer look at the “Web of
Profit”. Retrieved on October 2, 2018 from https://www.thesslstore.com/blog/2018-
cybercrime-statistics/

Interactive Marketing Plan - Auckland Zoo New Zealand 39