Marketing Strategy: Saskatoon Zoo Society

The Saskatoon Zoo Society is vital to the Saskatchewan community because the Forestry Farm Park and Zoo is the only accredited zoo in the province. The small team at the Society are critical to the educational development of our students. The programs delivered by the Society contribute to curriculum outcomes planned by teachers that enhance our student’s education.

In 2019, the Society reached 22,522 participants in their 550+ programs delivered. The Society is currently understaffed, and they do not have the time to create new strategies for marketing and implement them effectively. The nature of the COVID-19 pandemic has caused a lot more work for the society as they are working hard to create online programming to reach students in the fall when school begins. If their small team is unsuccessful in creating the online programming in time, thousands of students, parents, and educators in Saskatoon will be severely affected as they rely on the Society’s programming each year.

My work as a Mitacs intern will allow time to be freed from the managers so they can focus on what they are good at—delivering programs to students. They need an intern’s help to build the online programming and implementing strategy to best deliver the programs. The Society needs to reach the community online through social media channels, website platforms, video conferencing, and email marketing to communicate the change to online programming effectively.

Faculty Supervisor:

Brooke Klassen

Student:

Partner:

Saskatoon Zoo Society Inc.

Discipline:

Business

Sector:

Education

University:

University of Saskatchewan

Program: