Identify the target market segments that would be most
relevant for the Maryland Zoo to promote membership sales. Be specific as possible and
include age demographics, geographic areas, income, psychological influences,
situational influences, and sociocultural influences (see Chapter 5).
Your Recommended Promotion Strategy must include the following:
i. the target market segment.
ii. the marketing messages.
iii. the estimated cost of printing, acquiring target market lists, and mailing the
postcard.
iv. your projections showing how you expect the campaign to perform.
v. and how you will track the results of the campaign to determine if it was
successful.
