A Wild Success - ZSEA - Digital Case Study

The Client

The Zoological Society of East Anglia (ZSEA) is a wildlife conservation charity that manages both Banham Zoological Gardens and Africa Alive Zoological Reserve, which have been entertaining and educating visitors across East Anglia for over 50 years. Their primary goal is to promote a connection with nature and preserve biodiversity for future generations. The zoos offer memorable experiences for families and friends and are dedicated to conserving endangered species and inspiring the next generation of conservationists.

The Requirements 

At the end of June, we were approached by ZSEA who, on short-notice, needed Netmatters to manage all of their advertising campaigns for both Banham Zoo and Africa Alive throughout the summer period. The summer holiday season is key for ZSEA, as it is traditionally their busiest time of the year. Therefore, it was critical for them to be able to effectively advertise their Six-Weeks of the Summer campaign, ticket promotions, and educational clubs in order to meet key revenue targets.

With a budget of £11,000 for Facebook and £10,000 for PPC, it was crucial that these campaigns were carefully planned and executed to maximise their impact and generate a significant return on investment. 

Netmatters was tasked with the challenge of creating and managing multiple ads for Africa Alive and Banham Zoo over a short period of time, from July to September. This required a high level of organisation and efficiency to effectively promote the zoos and drive attendance during their busiest season.

With over thirty individual campaigns set to go live on each platform between mid-July and September, we were tasked with mobilising quickly to plan, create and co-ordinate cohesive campaigns across multiple channels in a densely packed time period in order to hit revenue targets.

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PPC Campaign

We began with in-depth keyword research designed to source common search queries made by parents during the summer holidays such as, ‘attractions for kids’ and ‘days out with the family’. This was critical to ensuring we hit our target audience.

Throughout the period, separate adverts were created for each offer, promotion, and event – separately for both Banham Zoo and Africa Alive. As well as keywords, advertising copy was carefully reviewed and adjusted to ensure we were able to effectively communicate the value and appeal of the zoos to the target audience and encourage them to act. This helped us to optimise both the click-through-rate and the eventual conversion rate.

As we had no previous performance data to work with, our specialist consistently monitored performance and fed back to our contact at ZSEA, working collaboratively to optimise and alter the ads to maximise return on investment.

Comparison of PPC & Facebook Ads Campaigns