Task 1c - Content Outline

The content used by ZSEA currently can be broken down into 3 topics; web, social and communications.

Web

The organisation’s website was updated in March 2022 and currently serves as a tool for signposting visitor days out at each of the parks, as well as an information store for the charity and brand of ZSEA. It is a way to display PR posts, sell tickets and experiences, contains a record of animals at each park, details of displays and site maps

Socials

Each of the parks has a variety of social media channels which post regularly but not daily. There is also a selection of social channels under the ZSEA brand as well. These have, until recently, been in the care of an external agency and provide messaging not inline with the brand.

Communications

The communications aspect of the organisation is slightly underutilised and involves an external agency for PR, and a database and CRM for email messaging.

Task 1d - Marketing Assessment

The organisation's digital marketing practices do not currently support its overall marketing activities effectively. This can be partially attributed to their marketing being outsourced before May 2022, and this is a brilliant chance for the organisation, with the marketing returning in-house, to create a strong marketing strategy. There is lots of work that can be undertaken to increase their support in retaining customers and building loyalty to the brand.

The website needs to become a tool that is used to support all other marketing activities. From event timings and maps to interactive pages providing information on animal care and conservation, an organisation’s website will need to have clear CTA’s so that customers have an easy time interacting with it. It also needs to act as a hub for all things ZSEA, AAZR and BZG related. Allowing users to find information easily on mobile, desktop and tablet format.

The social channels need to provide the organisation with personality and allow the audience to feel part of the conversation. This aspect of the digital marketing approach needs to be responsive, carry up to date messaging and be an extension of the website in an easily digestible format. Video content would provide a brilliant opportunity to spread the messaging further, drive engagement and create a loyal base of customers who are willing to return time and time again.

Finally communications tools need to be utilised to their fullest extent. Members who pay for additional benefits need to be regularly updated, special offers and events need to be spread through this channel and larger updates from the charity need to be communicated via email or post. This increase in contact can then be marketed as an augmented product, as discussed in Richardson (2019, p103) which can feed into the goal of retaining customers as the organisation will have more to offer them.