San Diego Zoo Embarks on Extension Adventure

Problem
The San Diego Zoo is arguably the most famous zoo in America. But it was not extending its expertise to consumers. The invaluable animal health and wellness information gained by the zoo was not being translated to those who need it most: pet owners.

Moreover, while the San Diego Zoo had been licensing its name for 12 years through an internal program, it was looking for ways to gain more royalty income through new licensees, stabilize its existing licensee base, and offer unique products in keeping with the zoo's esteemed reputation.

Solution
LMCA first conducted market research to confirm the high level of positive brand awareness of the zoo nationally, finding that its 74% brand awareness was accompanied by great respect for the San Diego Zoo brand. Then, after meeting with executives to uncover areas of unique expertise existing at the zoo, LMCA identified categories that could be leveraged to consumers, including animal training, health and wellness, and veterinary medicine. Further research underscored that these categories would be meaningful to consumers under the San Diego Zoo brand, and would dramatically extend the zoo’s animal expertise to the public.

Results
Numerous companies in the selected categories have indicated extreme interest in San Diego Zoo licenses that meet all of the parameters set forth by market research and careful launch preparation. Not only will consumers benefit from the zoo’s expertise extension, the zoo will also realize a dramatic increase in consumer relevance, a strong stream of new revenues and a large array of products on store shelves across the US. All of this adds up to the San Diego Zoo brand being “top of mind” for consumers, who will be much better equipped to keep their pets healthy, safe and happy.