Because people do not wake up thinking, “I should support wildlife conservation today,” they wake up thinking, “What are we doing with the kids?”
Zoos live in a strange, powerful space.
They are educational institutions.
They are conservation organizations.
They are family destinations.
They are emotional experiences.
And yet, many zoos market themselves like they are only one of those things.
That disconnect is usually where the trouble starts.
Zoo marketing works best when it respects how people actually decide to visit, not how institutions wish they did.
Zoos are emotional first, educational second
This is not an insult. It is an advantage.
People remember:
- the giraffe that leaned in too close
- the lion that finally stood up
- the look on a child’s face when an animal made eye contact
- the moment something clicked about the natural world
They do not remember the plaque word-for-word.
Zoo marketing should lead with experience and feeling, then support it with education and mission.
When zoos reverse that order, marketing becomes worthy but easy to skip.
Families are the primary audience, even when you have others
Yes, zoos serve:
- schools
- researchers
- donors
- members
- conservation partners
- tourists
But families drive attendance, energy, and word of mouth.
Zoo marketing that works consistently:
- speaks directly to parents
- removes uncertainty
- sets clear expectations
- reassures people that the visit will be worth the effort
Parents are not asking, “Is this important?”
They are asking, “Will this be a good decision?”
“Something to do” is your real category
Zoos often compete mentally with:
- theme parks
- aquariums
- children’s museums
- parks
- movies
- staying home
That means zoo marketing needs to show up where decisions are actually made.
Search terms like:
- things to do near me
- things to do with kids
- family activities today
- outdoor activities nearby
- weekend plans near me
matter more than branding slogans.
Zoos that show up clearly in these moments win visits they did not have to fight for.
Local SEO is not optional for zoos
Most zoo visits are local or regional.
People search close to home, even when traveling.
Strong zoo marketing includes:
- an actively managed Google Business Profile
- accurate hours and seasonal changes
- regular event posts
- real photos of visitors and animals
- reviews that mention families, kids, and experiences
If your zoo looks inactive online, people assume it feels that way in person.
Zoos should market seasons, not just exhibits
Zoos are inherently seasonal experiences.
Weather matters.
School calendars matter.
Tourism cycles matter.
Effective zoo marketing leans into:
- spring break visits
- summer programs
- fall weekends
- holiday events
- special seasonal behaviors or births
People need reasons to go now, not just reasons to go eventually.
Conservation messaging works best when it is human
Zoos sometimes struggle here.
They care deeply about conservation, and they should.
But broad messaging about global impact often feels abstract to visitors making weekend plans.
What works better:
- stories about specific animals
- behind-the-scenes care
- keeper perspectives
- local conservation wins
- simple explanations of how a visit helps
When people understand how their ticket matters, support grows naturally.
Membership marketing should focus on belonging, not savings
Zoo memberships are one of the strongest long-term assets a zoo has.
But many are marketed like discount cards.
The strongest zoo membership marketing emphasizes:
- belonging
- access
- shared values
- being part of something meaningful
People stay members when they feel connected, not just when the math works.
Digital advertising should feel like an invitation, not a promotion
Zoo ads that work rarely shout.
They:
- highlight moments
- show real interactions
- focus on timing
- speak to specific audiences
A single, clear message to families will outperform a broad message aimed at everyone.
Digital advertising works best when it supports:
- seasonal pushes
- special events
- slow periods
- new experiences
Not when it tries to explain the entire zoo in one ad.
Zoos need to answer real questions clearly
People deciding to visit a zoo want to know:
- how long a visit takes
- what ages it works for
- whether it is stroller-friendly
- what happens if it rains
- how busy it gets
- what makes it different
Zoo websites and content that answer these questions openly build trust before someone ever arrives.
Social media is reinforcement, not discovery
Zoos do well on social media because animals are inherently shareable.
But most visits still start with search.
Social content works best when it:
- reinforces excitement
- supports seasonal campaigns
- highlights moments
- builds familiarity
Search captures intent. Social supports confidence.
Zoos are uniquely positioned to win trust
Here is the good news.
Zoos already have:
- emotional experiences
- educational authority
- family relevance
- community ties
- visual storytelling power
Marketing does not need to invent value. It needs to make it visible.
How I approach zoo marketing at PaperBoat Media
At PaperBoat Media, I approach zoo marketing with the same philosophy I use for museums.
I focus on:
- how families actually decide
- how search behavior really works
- how to communicate value without hype
- how to support mission without diluting it
Zoos do not need louder marketing. They need clearer marketing that respects both their purpose and their audience.
Zoos that market well do not feel like attractions competing for attention.
They feel like places people are glad they chose.
When visitors leave tired, happy, and talking about what they saw, marketing has already done its job.
Everything else is just making sure the next family can find you.