Maryland Zoo in Baltimore launches new social networking ad campaign

Daily Record, The (Baltimore), Jun 18, 2009 by Liz Farmer

After turning to a new marketing firm to help raise attendance, the Maryland Zoo in Baltimore has launched a new ad campaign that uses social networking to spread its word.

Dubbed "Our Zoo is More Fun than Your Zoo," the campaign by Weber Shandwick Worldwide uses Facebook, Twitter, YouTube and digital messaging in addition to outdoor advertising to promote the zoo's family-friendly atmosphere and unique animals.

Jane Ballentine, a spokeswoman for the zoo, said while its core audience is moms and young children, these ads that feature office environments ("Your Zoo") and are transmitted digitally.

"We wanted to hit that audience but also see if we could broaden it a little bit," she said. "You may not have a kid under nine ... but it can be for everyone."

The zoo had about $280,000 to spend on the campaign this year, and will include billboards, bus ads and commercials shot in high definition that will air on the Internet. The commercials are being shot and edited for television in case next year's budget can afford the media buys.

The zoo tapped Weber Shandwick's Baltimore office in February (the firm is based in Los Angeles) to raise the attraction's visibility and shift its focus from a special events venue to being a daily draw for visitors. A representative from the agency was not available to speak about the campaign Wednesday.

The zoo's contract with its advertising firm of four years, the Leffler Agency in Baltimore, expired this spring.

Attendance was 351,000 in the last fiscal year that ended June 30 and has been flat for the last couple of years. It is on pace to be slightly down this year, which zoo officials attribute to being open for fewer weeks.

The zoo has struggled financially for years, and in January canceled its major fundraiser, Zoomerang, citing declining attendance and corporate sponsorships. In recent years, the zoo has faced a $1 million deficit, $500,000 in unpaid water bills and the near loss of its accreditation. After a year on probation during which the zoo made repairs, infrastructure improvements and boosted pay for some workers, the Association of Zoos and Aquariums reaccredited the attraction in September.

On a positive note, the Maryland Zoo turned a small profit last year for the first time since 2004, according to Ballentine. But it did so by cutting about 10 positions from its total staff of 175 at the time and by eliminating the free admission during opening weekend, which Ballentine said was also becoming too congested. The zoo charged $5 for admission that weekend, compared to regular adult admission of $11.

She said the zoo appears on track to end this year with a little more in the bank than last year. The attraction also had to grapple with an approximately $192,000 in budget cuts this past year that caused officials to close the zoo for four weeks longer this season. (The zoo closed Dec. 15 and reopened March 14.) The budget cuts were also offset by raising opening weekend admission to $7.

"We feel like we have a real treasure here at the zoo and it's been through some rough times," said Ballentine. "But we're in a position to smile now and celebrate, and we really want to share that with our audience."