The zoo has been using cross-promotion strategies for years to expand its audience base and raise awareness about its mission. In addition to traditional advertising methods like television commercials, billboards, and radio spots, the zoo has teamed up with various media outlets to get its message across. Here's how this strategy works:
1. Cross-promotion through Television Shows
One way the zoo collaborates with TV shows is by airing promotional videos during commercial breaks or sponsoring special episodes dedicated to animal conservation. For example, the zoo worked with National Geographic Wild to produce an episode of their show "Animal ER" that highlighted their efforts in rehabilitating injured animals. The episode featured stories from Zookeepers who had rescued animals and nursed them back to health. This helped increase public awareness of the zoo's work while also raising money for their conservation programs.
2. Music Festivals and Events
Zoos also partner with music festivals and events to reach new audiences. At Coachella Valley Music & Arts Festival, for instance, the zoo set up a booth where visitors could learn more about endangered species, donate to charity, and win prizes. The event drew thousands of people who might not otherwise have known about the zoo's work. The partnership between the two organizations allowed both to reach a wider audience and promote their respective causes.
3. Social Media Campaigns
Social media campaigns are another great way zoos use cross-promotion. By sharing content related to their partners on social media channels like Facebook, Twitter, and Instagram, they can attract followers from those brands' fan bases. For example, the zoo recently teamed up with Netflix to share content about its animals on their platform. The result was increased engagement and follower growth for both organizations.
4. Community Outreach Programs
Lastly, many zoos collaborate with local schools and other community groups to educate children about wildlife conservation. These programs allow kids to learn about animal biology, habitat preservation, and how they can make a difference in their communities through small acts of environmental stewardship. It also helps build brand recognition among parents and teachers who may be interested in taking their families to the zoo or sponsoring student trips.
Cross-promotion is an excellent strategy that zoos should consider when looking to expand their audience base and raise awareness about their mission. By teaming up with various media outlets, music festivals, and events, zoos can reach new audiences while promoting their cause.