SocialScope Marketing is approaching The Philadelphia Zoo to help create a digital transformation.
The Philadelphia Zoo was the first zoo in the U.S., established in March 21st, 1859. It was not until after the Civil War when the zoo was opened to the public on July 1st, 1874. It now houses over 1,300 animals, including rare and endangered species. Just like the zoo, the Zoo360 animal travel trail system is a first of a kind and allows the 1.2 million annual visitors to explore the zoo with animals surrounding them.
The following information is related to how the Philadelphia Zoo compares to its counterparts:
Points of Difference between Philadelphia Zoo and competitors:
- Some competitors, like the Denver Zoo and Elmwood Zoo, have mobile application and others do not.
- Philadelphia Zoo was the first attraction to open to the public.
- Philadelphia Zoo is the only attraction with the nostalgic Zoo Key.
Points of Similarities between Philadelphia Zoo and competitors:
- Family Oriented.
- Targeted towards families/ families with children.
- Babies are typically free/ Pricing starts at the age of 2.
- All have a trip advisor rating of at least 4 stars.
- Both Zoo attractions in the local are open Wednesday – Sunday.
Unmet Needs of Target Audience:
- Limited digital experience and not a seamless experience for visitors.
- Current application needs an upgrade – in 2016 the zoo announced an app, called Zoom360insider, that featured a digital map and opportunities to see wildlife on camera through mobile devices, but the app did not work, did not adequately obtain membership information when creating an account, and eventually was stripped from the Apple Store.
- Some reviews entailed: *Won’t let me login or create new account. It doesn’t work at all. Said it was made for an older android version so look for an update but there isn’t one.*
- Some attractions are based on weather conditions.