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Greater Los Angeles Zoo
Schultz & Williams Approach:
We addressed struggle to compete with other area attractions by testing additional incentives—such as free train rides and plush animals—which improved the value of GLAZA’s membership and made it more enticing to prospects.
We also created and tested a Spanish language package for L.A.’s Latino community. And we created a new control acquisition package.
In addition to improving GLAZA’s membership-acquisition program, we created and executed a plan to improve their renewal program—to help them retain as many members as possible. We helped revise their 9-contact series renewal program that combined mail, phone and e-mail methods and tested different offers—such as free months, discounts and premiums.
“The Los Angeles Zoo has been using the direct mail services of Schultz & Williams since 2001. Over the past six 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.”
GLAZA’s success is an example of S&W Direct’s strong list analysis, strategic creative capabilities and integrated marketing approach.
Schultz & Williams is a national consulting firm based in Philadelphia providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.