Prodo Digital discuss the successful strategy they’ve put in place for wildlife conservation charity The Aspinall Foundation
Brief
With two amazing venues that support Aspinall Foundation’s wildlife conservation work – Port Lympne Reserve and Howletts Wild Animal Park – there is an important story to tell. Prodo have been tasked to help raise awareness, engagement and income through a broad range of digital marketing techniques.
Strategy
Prodo were commissioned by this esteemed, non-profit organisation, specifically to increase online ticket sales. The Prodo team worked closely with the client (including meeting the famous Ambam gorilla) to gain a true insight into their positioning, challenges and goals. A full digital strategy was then devised integrating SEO, social media, PPC and video content to help reach the agreed KPIs for the year.
Execution
For an integrated approach, the digital strategy was comprised of many components that helped to incorporate the digital channels.
Prodo created innovative content assets that not only helped to increase online ticket sales but also helped to showcase Aspinall Foundation’s conservation work in an approachable and accessible manner.
Another key element to the strategy was the PR calendar Prodo created. This helped to highlight a plethora of national days, such as World Giraffe Day, and allowed Prodo to tap into existing awareness online. This, in turn, helped to increase brand awareness for both animal parks and ignite positive word-of-mouth in the digital sphere.
Result
Over the last eight months, Prodo have successfully increased both online ticket sales by 105 per cent and traffic to the website by 110 per cent, when compared with the same period in 2013. Prodo have also had a strong focus on the client’s social presence and have increased Facebook reach by 405 per cent, compared to 2013.