PR Plan
April 20, 2013
For Elaine Bensted
Chief Executive Officer
Zoos SA
Prepared by Michael Tozer
110092877
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Executive Summary
Since the inception of Giant Pandas in 2009 Zoos SA has been the recipient of great scrutiny as a
result of their amassing debt which has been directly linked to the Panda program. The media and
public image has built a perception of the Adelaide Zoo’s breeding program as a ‘failure’ and ‘waste’
of money. Visitation has fallen by 28.4% in 2011-2012, however opportunities exist to increase in
other areas of visitation, particularly functions and education. With only approximately 31% of
visitation from interstate or overseas visitors, on-site communication of function facilities could be
effective. Together with communications with direct publics, in this case, potential function users
(particularly weddings) and educational institutions, Zoos SA can increase awareness and visitation in
these areas.
To overcome reputation issues Zoos SA needs to position itself as a conservation society, as per their
5-year plan. A brand association between Zoos SA and “charity” and “conservation” needs to be
established to assist the public image of the organisation. This can be achieved through various
communications, the credibility of which can be significantly boosted with the adoption of a high profile
conservation ambassador such as Dr. Chris Brown, who has a high level of media presence and
influence. The Zoos SA logo needs to be featured on publications where conservation is mentioned in
order to create a direct association. The existence of too many different brand names has become a
significant barrier in establishing Zoos SA as a leader in conservation. Communication of
conservation in the media can become a powerful tool in improving the position of Zoos SA, thus it is
integral that most communication with the media link the activities of the zoo directly back to the
conservation aims. For example, in a media release about the Panda program, a link must be made
to conservation to highlight the main goals of the program.
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Table of Contents
Executive Summary ................................................................................................ 2
Table of Contents .................................................................................................... 3
Situation Analysis .................................................................................................... 4
Overview ......................................................................................................... 4
Publics/Stakeholders ....................................................................................... 5
SWOT Analysis ............................................................................................... 6
Goals and Objectives .............................................................................................. 7
Strategies ................................................................................................................ 8
Publics and Messages ............................................................................................ 9
Implementation ...................................................................................................... 10
Tactics ........................................................................................................... 10
Budget ........................................................................................................... 12
Schedule ....................................................................................................... 13
Evaluation Plan ..................................................................................................... 15
Bibliography .......................................................................................................... 16
Appendix A: Bio, Dr. Chris Brown ......................................................................... 18
Appendix B: Floor and wall poster ......................................................................... 19
Appendix C: Corporate sponsors .......................................................................... 20
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Situation Analysis
Overview:
Following the inception of Giant Pandas Wang Wang and Funi in 2009 Zoos SA found itself in
financial troubles which peaked at $25 million during 2011 1. The debt had been directly linked to the
Giant Panda breeding program which soon became victim to scepticism, particularly in the media,
who regularly referred to the program as a ‘failure’2. Admission fees were constantly blamed for the
organisation’s debt and was subject to much public discussion, particularly in letters to the editor 3.
Despite this coverage, prices are only marginally more expensive1. As a result of negative media
coverage Zoos SA and Adelaide Zoo in particular have suffered damage to their reputation, which
now includes sensitivity to admission prices and the regularity of empty enclosures. However such
negative publicity was predominantly in South Australian media and therefore had minimal impact
interstate and overseas.
In contrast to the annual report, Zoos SA is not publicly perceived as a conservation charity. This
could be due to lack of communication and association between the brand and “charity”. A strong
association could be established which is not dissimilar to the “Taronga Conservation Society” who
runs the Taronga Zoo. The Australian Zoo, thanks to Steve Irwin and his legacy, also has a strong
association with conservation.
According to the Zoos SA Annual Report4, admissions to the Adelaide Zoo, home to Wang Wang and
Funi, decreased from 272,098 to 194,897 (28.4%). Education visits also saw a decrease of visitation
by 14.6%. Functions however, thanks to new catering contractors and the opening of the Wisteria
Restaurant, saw an increase of 15.5%. This decrease in visitation had some impact on the
$8,308,633 loss during the 2012 financial year. Decrease in visitation could be a result of both
admission fees and the current economy and the public image of Adelaide Zoo. Despite restricted
marketing funds, Zoos SA has run several campaigns during 2012, the most predominant of which
was their school holiday campaign (see Appendix A). The Government of South Australia is known to
provide regular funding to Zoos SA and, as a result, it is often believed that Zoos SA is owned/run by
the Government, which is untrue.
1
Taurielleo, G. 2012, ‘Next zoo boss faces a jungle of debt’, The Advertiser, 23 June, p.11.
Owen, M. 2011, ‘Anger at Zoo’s $24m debt crisis’, Weekend Australian, 2 July, p.13.
3
Jean, D. 2011. ‘It’s just too expensive’, The Advertiser, 23 June, p.11.
2
4
Zoos SA 2012, Annual Report 2011-12, Zoos SA, Adelaide.
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Publics/Stakeholders:
Being a conservation charity, Zoos SA relies on significant stakeholder relations including corporate
sponsorship, membership and volunteer involvement. Appendix B outlines the total corporate
fundraising income for 2011-12 and the importance of corporate partnerships. The Zoos SA Volunteer
Representative Group (VRG) raises funds through events such as member function, off-site speaker
engagements and raffles and hour walks. In 2011-12 alone, the VRG raised $73,515.78, positioning
them as a crucial element to the Zoo’s survival.
Financial Stakeholders:
-
Government of South Australia (Kevin Scarce, Government Patron)
-
Corporate sponsorship (see appendix C)
-
People’s Republic of China
-
Volunteer Representative Group (VRG)
Internal Publics:
-
Staff (250)
-
Members (27,000)
-
Animal Adopters (990)
-
Volunteers (500)
-
Board of directors
External Publics:
-
Visitors (600,000p.a.)
-
Activist groups such as PETA, Vegan Peace and Animal Liberation
-
Potential opposition to Zoos SA (such as possible petitions like ‘Send the Pandas Home’)
-
Media (Predominantly South Australian print and online media)
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SWOT Analysis:
Strengths:
-
Strong corporate social responsibility
-
Strong education program
-
Only Pandas in Southern Hemisphere
-
Second oldest Zoo in Australia
Weaknesses:
-
Admittance fees and sensitivities associated with it
-
Poor public image
-
Minimal resources
-
Lack of connection between “Zoos SA” and “conservation charity”
-
Perceived Government connection/ownership
-
Financial debt and limited funding
-
Not making the most of communications opportunities
Opportunities:
-
Panda breeding season and possible events and communications opportunities
-
Education program
-
New function facilities
-
Conservation programs and publicising of programs
Threats:
-
Media scrutiny, high possibility for further negative coverage
-
Pandas failing to breed
-
Possible death of Panda as a result of artificial insemination
-
Activist groups
-
Upsetting or offending Chinese stakeholders and sensitivity based around it
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Goals and Objectives
Goals:

Improve reputation through positioning as a conservation charity – a leader in conservation.

Increase awareness and visitation of function and education facilities.
Objectives:

Improve public and media reputation of the Panda breeding program through communicating
conservation (“save species from extinction”, as per 5-year plan). Create association between
“conservation” and “Pandas”, position Zoos SA as “saving them from extinction”. (40%
improvement of awareness in SA media and public over 12 months).

Position Zoos SA as a leader in conservation (as a “conservation charity”) and corporate
social responsibility. As per 5-year plan, “work in an ethical and sustainable manner”5.

Increased awareness and consumption of Zoos SA corporate function hosting and school
visits. (60% of visitors aware of function and education facilities within 12 months. Function
visits 10% increase and education 30% in 12 months).

5
Maintain a strong relationship with China, particularly if breeding fails.
Zoos SA 2013, 5-year Business Plan, Zoos SA, Adelaide.
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Strategies
Objective
Strategy
Improve reputation of Panda program through
communicating conservation – save species from
extinction.
-
Associate “Pandas” with “conservation” by
mentioning conservation program in press
releases/publication materials about Pandas.
-
Educate key journalists
-
On-site promotion of conservation
programs/Conservation Ark.
-
Adoption of conservation ambassador
-
Take advantage of news opportunities about
all conservation projects, mention Zoos SA
brand to publicly associate with conservation
programs.
-
Increase use of slogan “we exist to save
species from extinction” with the Zoos SA
logo.
-
Distribution of education kits to all
metropolitan primary schools including
discount for education at the Zoo.
-
On-site promotion of function facilities.
-
Promotion of function facilities at key events.
-
Monthly meetings/conference calls.
-
Regular e-newsletters and updates.
-
Invitations to key events.
Position as a leader in conservation.
Increase awareness and consumption of function
and education facilities.
Maintain strong relationship with Chinese
stakeholders.
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Publics and Messages
Publics
Due to a typically high level of scepticism in Zoos SA communications, Dr. Chris Brown will become a
major spokesperson for the organisation to add credibility. However, as the conservation
ambassador, Brown will predominantly feature in the communication of conservation projects. For the
communication of Zoos SA practices and other organisational communications (particularly defensive
action as a result of negative press), CEO Elaine Bensted will become the major spokesperson. Both
spokespersons are clearly appropriately qualified and credible sources to communicate their
respective messages. Brown however will be a useful communicator in the defence of the image of
Zoos SA and its programs by engaging in television discussions on The Project.
Key Messages
A major focus of messages is the communication of saving species from extinction. Due to the nature
of this message, emotion will be used extensively. This ‘save the planet’ type approach will be used
strongly by Dr. Chris Brown, a clear activist in this field. Together we can save animals from
extinction.
Emotional appeals will also be backed up by statistics. For example, in a discussion about the Panda
breeding program, figures outlining the threat to the species will be used to instil fear.
Verbal and non-verbal communication
Verbal Communication
-
Regular use of “save species from extinction” phrase
-
Zoos SA is a “conservation society”
-
In talking about zoos, always make the connection to conservation
-
Mentioning the Zoos SA brand with conservation
-
‘Save the planet’ emotional and fearful approach
-
Zoos SA is a not-for-profit charity organisation
Non-verbal Communication
-
Zoos SA logo on advertising/publications to connect brand with conservation (such as in
Appendix B).
-
Use of Panda and other animal suits in promotional activities outside the Zoo.
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Implementation
Tactics
Tactic
Characteristics
Position Zoos SA as a leader in conservation and improve reputation of Panda
breeding program through communicating conservation.
Conservation Ambassador/spokesperson,
integration with marketing and PR activities.
High credibility, increased newsworthiness,
influential public figure, fan base.
On-site floor and wall posters (see example
Appendix B. Wall only in Monarto).
High visibility and visual impact, catches
attention, call to action, low cost, managed
communication.
Utilising news opportunities about
conservation programs by preparing and
distributing media releases.
Low cost, high exposure, improve public
image.
Integration of slogan “we exist to save
species from extinction” with marketing
publications.
Low cost, enhance key messages, reposition Zoos SA through existing channels.
Educate key journalists about Panda
breeding program – media kits/gift + fact
sheet
Low cost, key media publics.
Increase awareness and consumption of education and function facilities
Distribute education kits aimed at years 3-7
containing activities that promote
conservation. Also include flier and discount
for Zoos SA education facilities/visits. All
metropolitan schools in Adelaide.
Partnership with DECS.
Moderate cost, key publics, high impact.
Integrate promotion of function facilities in
existing on-site publications such as site
maps and fliers.
High visibility and impact, key publics, low
cost.
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Invite television weather presenters to
present in new function rooms.
Low cost, high impact, key media publics.
Distribute fliers promoting function facilities
at Wedding Expo by staff in Panda/animal
suits walking around.
Low cost, key publics, high impact, controlled
message.
Promotional stall at Wedding Expo and other
function expo’s. (see dates in schedule)
Low cost, key publics, high impact, controlled
message.
Maintain relationship with Chinese stakeholders
Monthly meetings/conference calls with
Chinese stakeholders.
Low cost, key publics.
E-newsletters/updates to all internal publics,
particularly Chinese stakeholders.
Low cost, key publics.
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Budget
Tactic 1: Conservation Ambassador
Cost: $10,000 (approx.)
Dr. Chris Brown.
Tactic 2: Floor and wall posters
Cost: 649.496
50xA2 posters.
Tactic 3: Media Releases/Communicating Conservation
Cost: $0
Tactic 4: Slogan integration
$0
Incorporate in all future marketing materials
Tactic 5: Media fact sheets
Distribute as PDF files, make available on
Cost: $0
website. Gift (if included) provided by sponsor,
possibly Haighs.
Tactic 6: Education kits
Cost: $19,900
$100 per school, 199 schools 7.
Tactic 7: On-site function ads
Cost: Unknown
Cost of re-printing and editing existing materials
such as maps.
Tactic 8: Invite newsreaders to present
Cost: $0
Could become frequent (monthly) event.
Tactic 9: Function promotional flyers
Cost: $1,699.98
5000xA5 flyers7.
Tactic 9: Wedding expo stalls
Cost: $3,000 (approx.)
$1,000 per expo.7
Tactic 10: Regular meetings with Chinese stakeholders
Cost: $0
Tactic 11: Regular updates and e-newsletters to Chinese stakeholders
6
Vista Print 2013, Pricing Info, viewed April 19 2013,
<http://www.vistaprint.com.au/pricing.aspx?spfid=AKT#here
7
Department for Education and Child Development, 2012, Education Services, Adelaide, viewed April
19 2013,
<http://www.sa.gov.au/upload/franchise/Education,%20skills%20and%20learning/2012Stat/2012DEC
DEnrolmentTerm1_V2.pdf>
7
Impressive Exhibitions 2013, Bridal Expo, viewed April 19 2013, <http://www.iexh.com.au/>
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Cost: $0
Already existent
Total cost
$35, 249.47
Schedule
May 2013
Week 1
Prepare media
release on
ambassador
Prepare
magazine articles
on ambassador
Week 2
Prepare floor and
wall posters
Week 3
Meeting with
China – discuss
campaign
Week 4
Integrate slogan
on website and
publications
Media relations
Media relations
Pitch current
affairs stories on
Pandas –
particularly on
The Project
Meeting with
China
Invite
newsreaders to
function facilities
Bridal Expo
26 &27
Adelaide
Showgrounds
Meeting with
China
Prepare media
fact sheets
Prepare function
promotions
June 2013
July 2013
Launch
conservation
campaign via
press conference
with ambassador
Distribute media
releases, fact
sheets and
articles
Launch posters
on-site
Media relations
Meeting with
China
E-newsletter
Bridal Expo
June 1 & 2
Adelaide
Showgrounds
Release on-site
function ads
Plan Panda
breeding media
releases
Involve
ambassador in
breeding season
Meeting with
China
September 2013
Panda Breeding
Prepare defensive
media releases in
case of failure to
breed
Invite
newsreaders to
function facilities
October 2013
Prepare
education kits,
work with DECD.
August 2013
Panda Breeding
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November 2013
Meeting with
China
December 2013
Finalise education
kits
January 2014
Distribute
education kits
February 2014
Increase Zoo
Mobile use
Meeting with
China
Invite
newsreaders to
function facilities
Bridal Expo
18 & 19
Adelaide
Showgrounds
Meeting with
China
Meeting with
China
March 2014
Meeting with
China
April 2014
Meeting with
China
Evaluation
May 2014
Meeting with
China
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Evaluation Plan
To measure the achievement of objectives, the following evaluation techniques will be used.
1. Message exposure/media monitoring. Monitoring if media coverage consistent with key
messages.
2. Media monitoring. How many mentions of conservation, ambassador Dr. Chris Brown and
other key messages? Is conservation regularly mentioned in correlation with Zoos
SA/Adelaide or Monarto Zoo brand?
3. On-site message exposure, measured by visitation and action. How many visitors will have
seen on-site promotions? How many have acted upon them, measured through use of QR
codes/special URL?
4. Message exposure at expo’s. Visitation to Zoos SA stall and number of flyers dispatched.
5. Visitation figures of education and function facilities to measure increase.
6. Patron and member feedback forms/surveys (member e-surveys) upon exit, focussing on
effect of on-site advertising on visitor awareness.
7. Record and measure emotional engagement and reactions of Chinese stakeholders in
meetings, particularly in response to news.
The report will measure any changes in the reputation of Zoos SA and become key material in future
promotions, particularly where conservation is a focus.
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Bibliography
Australian Marine Conservation Society 2013, The Australian Marine Conservation Society, viewed
21 March 2013, <http://www.amcs.org.au/>
Australian Speakers Bureau, Dr Chris Brown, viewed 18 April 2013, <
http://www.australianspeaker.com/speaker1103-Dr-Chris-Brown>
Australia Zoo 2013, Australia Zoo, viewed 21 March 2013, <http://www.australiazoo.com.au/>
Chia, J. & Synnott, G. 2009, ‘An Introduction to Public Relations’, Oxford, Melbourne.
Department for Education and Child Development, 2012, Education Services, Adelaide, viewed April
19 2013,
<http://www.sa.gov.au/upload/franchise/Education,%20skills%20and%20learning/2012Stat/2012DEC
DEnrolmentTerm1_V2.pdf>
Impressive Exhibitions 2013, Bridal Expo, viewed April 19 2013, <http://www.iexh.com.au/>
Jean, D. 2011, ‘It’s just too expensive’, The Advertiser, 23 June, p.11.
Kennedy, C. 2012, ‘Buzz for panda bub’,The Advertiser, 15 August, p.9.
Network Ten Australia 2013, Meet the Vets, viewed April 18 2013,
<http://ten.com.au/tvshows/bondivet-dr-chris-brown.htm>
Network Ten Australia 2013, The Project: Meet the Team, viewed April 18 2013,
<http://theprojecttv.com.au/dr-chris-brown.htm>
Owen, M. 2011, ‘Anger at zoo’s $24m debt crisis’, The Australian, 2 July, p.13.
Owen, M. 2011, ‘Bank’s $17m zoo debt deal saves day’, The Australian, 15 November, p.8.
‘Pandas may find travelling hard to bear’, 2012, China Daily, 9 January, p.4.
Public Relations Institute of Australia 2013, Golden Target Awards, viewed 21 March 2013, <
http://www.pria.com.au/eventsawards/golden-target-awards/>
Smith, R.D. 2009 ‘Strategic Planning for Public Relations’, Routledge, New York
Taronga Conservation Society Australia 2013, Taronga Zoo, viewed 21 March 2013,
<http://taronga.org.au/taronga-zoo>
Tauriello, G. 2012, ‘Next zoo boss faces a jungle of debt’, The Advertiser, p.51.
University of Technology Sydney 2010, At the Cutting Edge for 125 Years, viewed 21 March 2013,
<http://www.lib.uts.edu.au/gta/14534/cutting-edge-125-years>
Vista Print 2013, Pricing Info, viewed April 19 2013,
<http://www.vistaprint.com.au/pricing.aspx?spfid=AKT#here
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Zoos SA 2013, Adelaide and Monarto Zoo, viewed 21 March 2013, <http://zoossa.com.au/home>
Zoos SA 2012, Annual Report 2011-2012, Zoos SA, Adelaide.
Zoos SA 2013, Conservation Ark, weblog, viewed 21 March 2013,
<http://blog.conservationark.org.au/>
‘Zoo deserves major rescue operation’, 2011, The Advertiser, 10 September, p.70.
Zoos SA 2013, 5-year Business Plan, Zoosa SA, Adelaide.
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Appendix A
Conservation Ambassador
Dr. Chris Brown
Veterinarian
Nationality: Australia
Age: 34
2004 Logie Nominee
Harry’s Practice
Bondi Vet
The Project
Today Show
Author
Image: Australian Speakers Bureau8
Australia’s own Dr. Chris Brown has formed an illustrious television career around his
veterinarian personality. Chris began his career with appearances on Harry’s Practice where
he became nominated for the “Most Popular New Talent” award at the 2004 Logie’s9.
Chris further boosted his career gaining experience on Burke’s Backyard, The Today Show
and Talk to the Animals. Shortly followed the release of Chris’s first publication, The Family
Guide to Pets.
In 2008 Chris was commissioned to a new program for which he is now famous for, Bondi
Vet. The show chronicles the day-to-day adventures of Chris as a vet including altercations
with animals from rhino’s on the African savannah to being man-handled by pigs in Fiji10.
8
Australian Speakers Bureau, Dr Chris Brown, viewed 18 April 2013, <
http://www.australianspeaker.com/speaker1103-Dr-Chris-Brown>
9
Network Ten Australia, The Project: Meet the Team, viewed April 18 2013,
<http://theprojecttv.com.au/dr-chris-brown.htm>
10
Network Ten Australia, Meet the Vets, viewed April 18 2013, <http://ten.com.au/tvshows/bondivetdr-chris-brown.htm>
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Today Chris is a regular host on Channel Ten’s The Project where he holds the perfect
launching platform for expressing expert views and opinions on specific news items. Chris is
well known in the animal loving demographic, particularly with audiences of his own age
group or younger.
Appendix B
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Appendix C
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