Schultz & Williams E-News for Zoos
In this Issue:
Welcome to the fall 2004 edition of Schultz & Williams' e-newsletter,
designed specifically for you—zoo and aquarium professionals.
Over the past two years, we've mailed over 5,500,000 pieces for our
zoo clients and acquired over 71,000 new members, while generating over
$2 million in net income. These new members will generate over $10 million
in net income for our zoo clients over the next five years.
We want to share some of the things we've learned this year, a year in which all
of our zoo clients enjoyed successful campaigns with record average gifts.
Trends: Some Highlights of What We've Learned
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- A great offer in the mail is more critical than ever!
Many zoos raised their membership rates and/or cut member benefits. In
addition, many zoos and aquariums have reached market penetration. Our
clients were still able to realize fantastic results because they
mailed a great offer to a highly targeted audience.
- One format doesn't fit all! Through format testing, our clients
have seen plain #10 packages beat 6" x 9" full color packages. Package
choice is also influenced by your overall marketing plans. Some zoos
use direct mail as part of their marketing plan to boost awareness and
attendance for new exhibits.
- Upgrading boosts net income. About 20 to 30% of our clients'
new members joined at an upgraded level (often called Family Plus),
usually in response to additional incentives including premiums and
- Integrated campaigns work best. Direct mail packages work better
when the copy and graphics tie into your Zoo's current branding and
- Make your offer clear and simple on your carrier envelope:
"Join the Zoo Today to Save $10 and get a FREE Gift!" works better than
creatively mysterious teaser copy.
- New markets are out there. One of our zoo clients has had success
in outlying markets by making a special offer that focuses on the "membership
pays for itself in two visits" value. Another has had success marketing
holiday gift memberships to the grandparent market.
- You can reach the Hispanic market using direct mail. The
Greater Los Angeles Zoo Association realized strong results from their
first-ever bilingual mailing geared to the growing Hispanic market.
- The Internet continues to boost response. Our membership
clients see up to 30% of their memberships sold on-line!
New for 2005: Member Profile Report
Schultz & Williams is offering a new complimentary service to our zoo
and aquarium membership mail clients: a Member Profile report. This comprehensive
report breaks down your member base by:
This creates a model of your membership that greatly enhances list selection,
better targets your audience and offer and helps you find new members who look like
your existing members. In addition, you can use this report to enhance
your other marketing and advertising campaigns!
- Marital status
- Number of adults in household
- Children at home by age/number
- Home ownership
- Personal interests, and much more
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Here's What Our Clients Say…
"For almost 20 years The Toledo Zoo has worked with Schultz
& Williams for our direct mail campaigns and has consistently seen great
results. They are more than just our mail firm—they are our partners."
Tana M. Benford, Assistant Director of Development, Toledo Zoo
"The Tucson Zoological Society and Reid Park Zoo are very happy with the success we have
had through our spring direct mailing. The response was so amazing that we did it again
this fall. Schultz & Williams guided us in ways to improve our programs and benefits and
create new categories that would be enticing to the people in our community."
Julie C. Grijalva, Membership Director, Tucson Zoological Society
"Our membership department's experience with Schultz & Williams has been tremendously
positive. The firm's principals and staff have years of experience with zoos and aquariums.
They are smart about membership development and marketing, they meet deadlines, they give
good advice, and we've always netted profits from the direct mail campaigns that they
Marlene Wiebe Wizelman, Development Director, The Oakland Zoo
"The Greater Los Angeles Zoo Association has been using the services of Schultz & Williams
to coordinate our direct mail acquisition efforts since 2001. Over the past three years,
we have benefited greatly from the expertise and creative ideas of the Schultz & Williams
team. Schultz & Williams has been amazing at honing our list selections and geographic reach
through comprehensive testing."
Becky Zahrly, Director of Membership and Annual Giving, Greater Los Angeles Zoo Association
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Just because you don't have a blockbuster new exhibit, it doesn't mean
you can't have blockbuster results. Contact us for a complimentary, no obligation
assessment of your membership program.
Schultz & Williams today to find out how we can help you.
our VP of Direct Marketing Jessica Harrington at (215) 625-9955, ext. 101
Visit us online at www.sw-inc.com
to review our zoo and aquarium client list and learn more about our services.
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