Founded in 1913, Edinburgh Zoo is home to the Royal Zoological Society of Scotland (RZSS). Its mission is to save wildlife and empower people in Scotland and around the world to protect, value and love nature.
The Edinburgh Zoo relies on members of the public to support its mission, in spirit and financially, with their paid annual membership to the RZSS. The zoo needed a direct marketing campaign that would keep existing members engaged between visits and encourage them to retain their membership for longer.
Using membership data provided by Edinburgh Zoo, we designed a direct mail campaign of personalised birthday cards to be sent to each member, along with a small gift. As members already receive free entry and discounted entry for friends and family, we gifted them a voucher towards on-site catering facilities to use during their next visit, valid for six months. Redemption was impressively high and members not only used their vouchers, the café benefitted from an average upsell of £21 per member.
The success of the birthday card direct marketing campaign also stimulated additional campaigns for the zoo – Edinburgh Zoo saw an increase in interest for their Adopt an Animal campaigns. We created door drop campaigns to promote membership to locals within a particular drive time to the zoo. We used our Royal Mail wholesale account to help Edinburgh Zoo distribute their membership leaflets to as many local households as possible, for the best price available.
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