San Antonio Zoo – Membership Acquisition Package
Schultz & Williams (S&W) has been working with the San Antonio Zoo since 1997—helping the Zoo grow its membership base through strategic direct mail campaigns.
Over these 11 years, S&W has continued to achieve strong results for the Zoo by analyzing results, developing strategic and focused list plans, creating innovative packages, testing new audiences and continuously mailing strong creative packages that are seamlessly integrated with the Zoo's marketing platform. By staying on course with their direct mail campaigns, the Zoo has acquired more than 15,600 new members through these efforts.
In 2007, the San Antonio Zoo realized their strongest results to date by mailing a “Most Exciting Year Ever” package. The campaign was tied directly to the Zoo's marketing platform, which promoted the seasonal Bug Mania exhibit and the opening of Africa Live! By integrating with their marketing, adding premiums to the offer and promoting the value of membership throughout the package, the Zoo achieved a 1.97% response rate and generated an unprecedented $75,000 in net income.