Zoo New England - Digital & Social Media Advertising
PRODUCT/SERVICE Digital advertising for membership
TARGET AUDIENCE Potential visitors and/or members to the Zoo
OBJECTIVES Market membership and drive attendance to the Zoo’s special exhibition “Dinos!” and the grand opening of a new permanent exhibit “Caribbean Coast”
STRATEGY/EXECUTION A multi-channel digital approach was used to drive membership sales and attendance. For membership, ads touting the Zoo’s message of “Two Zoos, One Price” were delivered to lookalike audiences on Facebook, and through remarketing tactics on Facebook and the Google Display Network. To promote overall Zoo attendance and to sell tickets, a combination of Facebook advertising, Google Display Network remarketing and keyword search ads was utilized to help those looking for something to do in Boston be able to better find the Zoo.
RESULTS The Zoo’s membership and visitation goals were exceeded thanks to this digital touch. Membership digital advertising has produced a $6.00 ROI per dollar spent and digital options while promoting “Dinos!” The new “Caribbean Coast” has produced a similar, stellar ROI along with 2.3 million social impressions, 10 million Google Ads impressions, 135,000 website visits and 3,200 direct website transactions.