MASTER PLANNING FOR AUDIENCE RETENTION

IMPROVING ENGAGEMENT THROUGH A TIME OF DISRUPTION

At-A-Glance

Identify disruptions caused by significant renovations.
Improve and protect member relationships by managing disruptions.
Implement solutions for long-term member relationship management.

The Challenge

Zoo Atlanta planned significant renovations, including a new habitat for African animals, an updated food service experience, and the addition of a new parking garage. The ExperienceBuilt Group was engaged to help protect the Zoo's relationship with its Members during this ongoing disruption.

The Experience Solution

1) Online Surveys

EBG conducted a thorough review and analysis of existing data gathered through periodic online surveys.

2) Workshop with Senior Staff

A facilitated discussion aligned business goals, establishing an Experience Baseline that gauged the status of Member relationships and identified touch points that would be included in a Journey Map.

3) Experience Blueprint

EBG built an Experience Blueprint that integrated emotions and observations with direct implementation plans for year-long Member engagement.

The EBG Impact

The ExperienceBuilt Group 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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