This study was investigated the public relations and marketing strategy and tactics used by Micke Grove Zoo in the last five years. A case study methodology was used to answer the three research questions. The research analyzed the Zoo's past and current marketing and public relations strategy and efforts. What was collected fell into six categories: Special Exhibits, Programs, Promotional Material and Publications, Volunteer Opportunities, Events and Miscellaneous. It showed that MGZ has stopped some of the programs, events and publications, but has not implemented new ones. What they are doing has remained relatively the same for the last five years. Also, MGZ has not and does not have a public relations or marketing strategy, is not using social media and does not have regular contact with the media through press releases. The data categorized was then compared with the information collected from five experts in the field of public relations, marketing and zoos.
The five professionals interviewed agreed that a zoo needs to have a marketing and public relations plan, be using social networking and updating their website, -constantly search for new audiences and stay in constant contact with the media.
From the data collected a series of tactics were developed. It is suggested that MGZ try to incorporate as many of these tactics into a marketing and public relations strategy. They include, developing a marketing and public relations plan based upon the zoos mission and goals, using social media, regaining accreditation and creating and maintaining a relationship with the media.
","abstract_html":"<p>This study was investigated the public relations and marketing strategy and tactics used by Micke Grove Zoo in the last five years. A case study methodology was used to answer the three research questions. The research analyzed the Zoo's past and current marketing and public relations strategy and efforts. What was collected fell into six categories: Special Exhibits, Programs, Promotional Material and Publications, Volunteer Opportunities, Events and Miscellaneous. It showed that MGZ has stopped some of the programs, events and publications, but has not implemented new ones. What they are doing has remained relatively the same for the last five years. Also, MGZ has not and does not have a public relations or marketing strategy, is not using social media and does not have regular contact with the media through press releases. The data categorized was then compared with the information collected from five experts in the field of public relations, marketing and zoos. </p> <p>The five professionals interviewed agreed that a zoo needs to have a marketing and public relations plan, be using social networking and updating their website, -constantly search for new audiences and stay in constant contact with the media.</p> <p>From the data collected a series of tactics were developed. It is suggested that MGZ try to incorporate as many of these tactics into a marketing and public relations strategy. They include, developing a marketing and public relations plan based upon the zoos mission and goals, using social media, regaining accreditation and creating and maintaining a relationship with the media. </p>","abstract_has_math":false,"creators":["Swank, Tonja M."],"institution":null,"degree_name":"Master of Arts (M.A.)","degree_level":"Thesis - Pacific Access Restricted","degree_discipline":"Communication","degree_department":null,"school":null,"contributors":["Carol Ann Hackley"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2011,"date_issued":"2011-01-01T08:00:00Z","date_published":"2011-01-01T08:00:00Z","updated_at":"2026-07-24T05:36:46Z","subjects":["Zoos Public relations","Zoos California Lodi Marketing","Public relations United States Case study","Communication","Social and Behavioral Sciences"],"languages":[],"rights":[],"rights_urls":["http://rightsstatements.org/vocab/InC/1.0/"],"identifier_entries":[]},"links":{"outbound_url":"https://scholarlycommons.pacific.edu/uop_etds/782","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Carol Ann Hackley"]},{"key":"dc:creator","label":"Author","values":["Swank, Tonja M."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2018-06-29T09:06:46Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis - Pacific Access Restricted"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts (M.A.)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Zoos Public relations","Zoos California Lodi Marketing","Public relations United States Case study","Communication","Social and Behavioral Sciences"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["http://rightsstatements.org/vocab/InC/1.0/"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarlycommons.pacific.edu/uop_etds/782"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This study was investigated the public relations and marketing strategy and tactics used by Micke Grove Zoo in the last five years. A case study methodology was used to answer the three research questions. The research analyzed the Zoo's past and current marketing and public relations strategy and efforts. What was collected fell into six categories: Special Exhibits, Programs, Promotional Material and Publications, Volunteer Opportunities, Events and Miscellaneous. It showed that MGZ has stopped some of the programs, events and publications, but has not implemented new ones. What they are doing has remained relatively the same for the last five years. Also, MGZ has not and does not have a public relations or marketing strategy, is not using social media and does not have regular contact with the media through press releases. The data categorized was then compared with the information collected from five experts in the field of public relations, marketing and zoos.
The five professionals interviewed agreed that a zoo needs to have a marketing and public relations plan, be using social networking and updating their website, -constantly search for new audiences and stay in constant contact with the media.
From the data collected a series of tactics were developed. It is suggested that MGZ try to incorporate as many of these tactics into a marketing and public relations strategy. They include, developing a marketing and public relations plan based upon the zoos mission and goals, using social media, regaining accreditation and creating and maintaining a relationship with the media.
"]},{"key":"dc:source","label":"Dc Source","values":["83"]},{"key":"dc:title","label":"Title","values":["It's a jungle out there : zoo public relations and marketing"]}]}],"canonical_facts":{"dc:contributor":["Carol Ann Hackley"],"dc:creator":["Swank, Tonja M."],"dc:date.available":["2018-06-29T09:06:46Z"],"dc:description.abstract":["This study was investigated the public relations and marketing strategy and tactics used by Micke Grove Zoo in the last five years. A case study methodology was used to answer the three research questions. The research analyzed the Zoo's past and current marketing and public relations strategy and efforts. What was collected fell into six categories: Special Exhibits, Programs, Promotional Material and Publications, Volunteer Opportunities, Events and Miscellaneous. It showed that MGZ has stopped some of the programs, events and publications, but has not implemented new ones. What they are doing has remained relatively the same for the last five years. Also, MGZ has not and does not have a public relations or marketing strategy, is not using social media and does not have regular contact with the media through press releases. The data categorized was then compared with the information collected from five experts in the field of public relations, marketing and zoos.
The five professionals interviewed agreed that a zoo needs to have a marketing and public relations plan, be using social networking and updating their website, -constantly search for new audiences and stay in constant contact with the media.
From the data collected a series of tactics were developed. It is suggested that MGZ try to incorporate as many of these tactics into a marketing and public relations strategy. They include, developing a marketing and public relations plan based upon the zoos mission and goals, using social media, regaining accreditation and creating and maintaining a relationship with the media.
"],"dc:identifier":["https://scholarlycommons.pacific.edu/uop_etds/782"],"dc:rights":["http://rightsstatements.org/vocab/InC/1.0/"],"dc:source":["83"],"dc:subject":["Zoos Public relations","Zoos California Lodi Marketing","Public relations United States Case study","Communication","Social and Behavioral Sciences"],"dc:title":["It's a jungle out there : zoo public relations and marketing"],"thesis:degree_discipline":["Communication"],"thesis:degree_level":["Thesis - Pacific Access Restricted"],"thesis:degree_name":["Master of Arts (M.A.)"]},"updated_at":"2026-07-24T05:36:46Z"}