Marketing Case Study – Phoenix Zoo
The Phoenix Zoo has been an important landmark in the Valley of the Sun since its ribbon cutting in 1962. With the mission of providing experiences that inspire and motivate people to care for the natural world, the zoo has been reinforcing its vision within the Arizona community for over 50 years. Not only is the zoo an amazing place for Phoenicians to appreciate the natural world but it also provides conservation services for “at risk” and endangered species. The Phoenix Zoo has one of the best know events in the valley with its annual Zoo Lights and plays an integral part in educating our youth through programs like Camp Zoo, Project Zoo Lab, and the Zoomobile.
Because of The Phoenix Zoo’s wide range of events and services they were in need of an email system that would allow them to create messages quickly, have multiple lists, and be able to schedule and send mailing with a quick turnaround. Not only did The Phoenix Zoo send communications to their attendee base, keeping them abreast of new installations and exhibits but they needed to create communications for their volunteers, contributors, and internal employees. The Phoenix Zoo’s variety of communications require different branding and functionality of their email templates as well as multiple segmented lists so that their communications would be as focused and effective as possible. Each template and list needed to be easily editable and organized in a way where any of The Phoenix Zoo’s marketing contacts would be able to create content, select the proper recipients, and distribute messages within a couple of hours.
After implementing FireDrum’s DIY email marketing solution, The Phoenix Zoo found their answer for a flexible software that would allow for a limitless template library, segmented contact lists, and campaigns for all of their initiatives. With FireDrum’s editable templates The Phoenix Zoo was able to prepare communications for all of their initiatives that could be updated and sent within minutes. The flexibility of the FireDrum system provided The Phoenix Zoo a marketing partner that would allow them to keep their brand consistent, generate relevant communications quickly, and lastly keep their customers, employees, and donors increasingly engaged with their organization.
In the 8 years that the Phoenix Zoo has been a client of FireDrum they have grown their list from a little over 6500 contacts to just about 100,000 contacts!