PriceWeber’s Nonprofit Marketing team recognizes that nonprofit clients aren’t just feel-good hobbies for the agency, but real clients with real business issues. These issues are often more difficult than those faced by for-profit businesses. Issues of sustainability, unpredictable development environments, increasing competition from crowdfunding efforts, aging donor bases, and the rise of Millennials all compound each year to challenge nonprofits.

 

Therefore, each engagement with a nonprofit marketing client begins with research and insight development. This helps us drill down and solve problems with relevance, development, and participation in these organizations. Solving these problems allows nonprofits to thrive and to serve their missions. We deploy these insights through public relations, social media, traditional and digital media, web applications, and other disciplines to deliver greater and more sustainable donor and public engagement.

Skills

Brands We've Done This For


Louisville Metro Police Foundation logo
Louisville Zoo logo
Alliance for Substance Abuse Progress in Bartholomew County logo
House of Ruth logo
K8s for Warriors logo
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Our work in action

Louisville Zoo

"Get Up, Get Out" Campaign

Louisville Zoo Gorilla Forest image from ad campaign

Challenge

The Louisville Zoo knew they had to address their ongoing ticket and membership sales challenges. As a nonprofit receiving only a percentage of operating funds from local government, the Zoo remains highly dependent on membership and daily admission sales to open their doors each day. Revenues were flat year-over-year for several years with occasional spikes attributed to new Zoo exhibits or attractions opening only to drop and flatten out again.

Our objective was simple: increase ticket sale and annual membership revenues year over year.

Solution

PriceWeber conducted primary research with Zoo annual members and non-members, as well as people who did not visit the Zoo. In doing so, we identified two key insights. First, the driver for Zoo attendance for target stroller moms was much more about getting the kids out of the house and away from “screens” (TV, iPad, computer, etc.) than it was about specifically seeing exotic animals. Second, moms felt good about going to the Zoo because it was a consistently good experience where they felt their kids could learn something and get some fresh air while supporting a worthy cause. Over previous years, the Zoo had focused all of its marketing resources on supporting new or one-off traveling exhibits rather than the primary benefits that our research revealed.

In response to this problem, PriceWeber redirected their resources towards a new messaging concept – the “Get Up, Get Out” campaign – that redirected target moms to think about the benefits of a day with the kids at the Zoo. With a strong call to action and memorable casting, the campaign succeeded in tackling the ticket sales while overcoming brand misconceptions. Because the Zoo is on a very tight budget, all spots were produced by PriceWeber in-house. In all, PriceWeber created eight 15 second TV spots and two 30 second cinema spots for under $20,000, inclusive of all production, location, and talent expenses. Out-of-home, digital banner and display ads, Pandora, and Google AdWords rounded out the marketing mix.

Outdoor billboard for Louisville Zoo showing boy marveling at a polar bear who is swimming

Results

During the Zoo campaign, despite inclement weather that is often disastrous for Zoo attendance, revenue increased 42% year-over-year – without a major exhibit opening.


Skill Leader(s)

Lindsay Carter, Account Director PriceWeber Marketing, Louisville KY

Lindsay Carter

Account Director

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