Along with being a much-loved zoo in the North of England, Chester Zoo is registered organisation that fights species extinctions across the globe. Along with being a much-loved zoo in the North of England, the Chester Zoo — North of England Zoological Society is a registered organisation that fights species extinctions across the globe. As more species decline towards extinction due to human activities, Chester Zoo tackles the threats head on.
It is leading best practice in science, education and husbandry to create a sustainable future for wildlife. This helped them create a template for the next Protime customer in the UK. Chester Zoo worked in an agile environment with the Protime team and their implementation consultant.
Even after the solution was live, Chester Zoo and Protime had regular conversations to ensure the solution was tailored to them. In fact, we even spoke about absence calculations and average holiday pay changes just today.
We live in a digital world where employees are used to high levels of digital maturity throughout their personal lives — and expect the same from their working lives too. They can clock in and clock out on their phones. Employees need to feel empowered. We spent time on site to understand the unique nature of the attraction and its needs.
After an extremely successful pilot session which exceeded expectations, Chester Zoo is approaching the start of its seasonal intake of staff with great excitement! The process always delivered and the attention to detail was always there. To help achieve them, the Zoo asked MHM to assess the size of the market , carry out non-visitor research, inform pricing strategy and provide recommendations on how to maximise market penetration.
A key purpose of Islands was to promote a strong conservation message. It was important to establish whether Islands would provide a variety of different benefits for visitors driven by diverse motivations. Finally, to make best use of marketing budgets, Chester Zoo wanted to embed a psychographic segmentation of the leisure market to identify who was most likely to visit Islands and how best to engage with them.
The first step to helping the Zoo increase its market penetration was to ask non-visitors their views on the Zoo's current offer overall and the Islands project specifically. Our findings confirmed Chester Zoo had significant potential to grow its visitor base, but perhaps the greatest surprise was where that potential lay.
Of the 6. The rest - over 4. The findings were significant and indicated that, to reach maximum market penetration, the Zoo must specifically engage non-visiting adults.
Potential visitors were clearly looking for a fun, social day out but a visit to the Zoo offered a multiple-layered experience that could attract a varied audience. For example, some looked forward to learning about the animals and conservation activities.
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