MASTER PLANNING FOR AUDIENCE RETENTION

Improving Engagement Through a Time of Disruption

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The Challenge

Zoo Atlanta planned significant renovations including a new habitat for African animals, updated food service experience and the addition of a new parking garage. MMR LIVE was engaged to help protect the Zoo's relationship with its Members during this on-going disruption.

The Experience Solution

LIVE first conducted a thorough review and analysis of existing data gathered through periodic online surveys. The key learnings were incorporated into a Mapping Workshop with a cross-functional team of senior Zoo staff, representing all Member-facing operations. This facilitated discussion aligned business goals, established the Experience Baseline that gauged the status of Member relationships and identified touchpoints that would be included in a Journey Map. LIVE then built an Experience Blueprint that integrated emotions and observations with direct implementation plans for year-long Member engagement.

The LIVE Impact

LIVE helped Zoo Atlanta protect its Member relationships and improve their overall experience by maintaining connections during the ongoing renovations throughout the venue. The Experience Blueprint offered plans to minimize friction points and increase Member communication. In addition, the feedback generated during the Member Roundtable led to new on-going staff/volunteer training and daily “Huddles” to reinforce messaging through these important brand ambassadors.

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