Marketing’s Role in Caring for Wild Animals and Wild Places
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Marketing’s Role in Caring for Wild Animals and Wild Places
The theme of the 2025 AZA Conference was “Embracing Change,” but the paying guests took a clear third-row seat. As marketers, we saw a missed opportunity.
The Conference Experience
The Association of Zoos and Aquariums (AZA) is a non-profit organization dedicated to the advancement of zoos and aquariums in the areas of conservation, education, science, and recreation. They provide resources, funding, networking and policy advocacy to more than 250 accredited zoos and aquariums across the globe.
The AZA annual conference took place last week in Tampa and as new AZA members, Designsensory wanted to be part of the action.
Over 3,000 professionals attended to share ideas and explore best practices with more than 150 educational programming sessions. Designsensory was among the presenters. We shared insights on behavioral models that can help zoos and aquariums increase their membership revenue. More on that below. Overall, a 10 out of 10 on event production and professionalism.
The Conservation Branding Conundrum
We saw that several zoos and aquariums are going through or just starting a rebranding effort to better reflect their commitment to the conservation of wild animals and wild places. They aren’t just caring for animals in captivity, they are ensuring the ongoing existence of thousands of species. Animal welfare and enrichment, habitat design, medical and reproductive care all fall under ‘conservation.’
The problem is, the majority of the general public can’t accurately define the word conservation. A swing and a miss. This shows just how important it is to do audience research before a rebrand. Right now, it feels like the industry is only communicating with itself and a small group of highly affluent donors.
What is Missing from The Mission?
The core theme was ‘embracing change’ across every dimension of the industry. Increasing the size of habitats, adding more non-animal attractions, more kiosks for operational efficiency, making parks more accessible, continued research and conservation efforts for polar bears to plankton, and everything in between. All very important.
As marketers, we saw a lack of focus on zoo membership transactions and benefits. Driving revenue from selling zoo memberships is critically important to the bottom line that finances the overall mission. Our analysis showed that many zoos don’t directly post member benefits on their website! Does a 5% discount at concessions and a monthly member appreciation day really provide enough value to warrant the cost of membership?
We have research that says no. A survey we conducted in a mid-size city reported that only 38% saw value in a zoo membership for the price. It is time for zoos and aquariums to get more innovative and personalize member benefits, then communicate them more directly.
For example:
- Did you know 2 annual trips for a family of four pays for your membership?
- Did you know that members get valet service so you don’t have to carry a tired toddler a football field away?
- Did you know that members get the first look at new animals?
- Did you know as a member, concierges will help you map out your day at the zoo?
In addition, we learned most zoos and aquariums weren’t equipped to sell memberships at the kiosks, only day passes. This is a missed opportunity to clearly communicate the tangible benefits at the point of sale and make it easy to transact.
Science Behind Membership Conversion & Retention
Once you reimagine the member benefits package, communicate the value and eliminate the barriers to transact, how do you win and retain your members?
Behavioral science teaches us how habits are formed, giving us a roadmap for understanding human behavior and driving long-term engagement.
In our AZA presentation, we shared how the Fogg method can transform casual visitors into deeply engaged, loyal, and habitual members, fostering a stronger connection to the vital mission.
Beyond the Zoo…
The AZA conference reminded us that zoo animals aren’t just for our entertainment. We have a renewed appreciation for the people who build careers around protecting them.
Our challenge to you is to get to know your guests, clients, customers as humans. What makes them tick? How does your brand fit into their daily life?
At Designsensory, we know how to make brand experiences feel personal again. We’ve done it for zoos, aquariums, attractions and destination marketing. A little research, a little science and a lot of passion is our recipe.
