1. Create a marketing designed to increase membership to the Maryland Zoo with a direct mail postcard campaign.

2. You will work on developing your marketing plan. The first phases are drafts of portions of the plan. This will allow you to work on it in smaller steps and it will give me an opportunity to give you feedback. Your plan should include the following:

a. SWOT Analysis

b. Environmental Scan

c. Recommended Promotion Strategy using a postcard campaign. Your Recommended Promotion Strategy must include the following:

i. the target market segment;

ii. The marketing message;

iii. The estimated cost;

iv. Your projections showing how you expect the campaigns to perform;

v. And how you will determine if the campaign was successful;

d. Create the actual postcard you recommend sending to prospects based on the promotion strategy described above. You may create the postcard in any format you desire but it must be printed and handed in with the rest of the project. You will need to consider the following:

i. The size of the postcard.

ii. The message you will use on the front and on the back.

iii. Images you choose to use. (You can use images from bigstockphoto.com for example and use the “download preview” to show the image(s) you plan to use without making any purchases.)

iv. The call to action. What do you want people to do? Call for details? Go to a website to sign up as a member? Send an email? Attend a special event?