North West-based new media agency KMP Associates has just completed a nine month project to overhaul the digital marketing strategy of Chester Zoo – the UK’s largest zoo and one of the country’s most popular visitor attractions.

As well as totally re-designing the website and developing a content management system, the innovative project involved integrating the social media photo-sharing application Flickr into the site to allow visitors to upload their own photos, and creating a portfolio of online marketing collateral.

KMP, which employs 20 people in Stockport, was commissioned by Chester Zoo after winning a four-way pitch in March 2007.

The priority for Chester Zoo was to improve and update its online presence, while at the same time benefiting from greater control over the website, with the ability to write and manage its own content.

One of KMP’s key innovations was to integrate the Flickr application into the website, and as one of a new breed of so-called Web 2.0 social media applications, Flickr allows visitors to upload their photos of visits to the zoo. The photos are ‘watermarked’ with the ChesterZoo.org motif and can be viewed by members of the public on the Flickr website, helping to promote the Chester Zoo brand beyond the zoo’s own website.

The implementation of a Sitecore content management system – specifically chosen by KMP to meet Chester Zoo’s specific requirements – also means that the website can be easily and quickly updated by the zoo’s own staff.

Bill Daring, chairman of KMP commented, “One of the main challenges of this project was trying to meet our client’s expectations with a creative website, while also introducing Web 2.0 techniques into the online mix.”

Sharon Leeson, Chester Zoo’s Head of Marketing and Development, said: “We were looking for a new website which was interactive, informative and entertaining but also allowed for online transactions. Our new site meets our needs and that of our visitors and we are pleased with the results.”

One of the North West’s leading digital marketing agencies, KMP was also commissioned to develop an online marketing campaign for Chester Zoo’s annual Frost Fair. The campaign included a game, competition, video and email marketing campaign.

Said Daring, “KMP and Chester Zoo have now established a great working relationship. We’re already looking to work together further as part of an ongoing marketing strategy, to include Web 2.0 marketing, viral emails, videos, email marketing and blogging.”

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Editors’ notes
About KMP Associates
KMP Associates was established in 1991 by Chairman Bill Daring and Jon Keefe. It provides a full range of interactive marketing and technology services, including e-business strategy, website and intranet design, content management, web applications, web analytics, search engine optimisation and email marketing services. Its blue-chip client list includes Manchester Airport, Chester Zoo, British Gas, Stanley Leisure, Triton Showers and Kingfield Heath.

For further information, please contact:
Bill Daring
KMP
tel: 0870 8688900
email: bill.daring@kmp.co.uk
web: www.kmp.co.uk

About Chester Zoo
Chester Zoo is the UK’s number one zoo, with over 7000 animals and 400 different species, including some of the most endangered species on the planet. With a record 1.2 million visitors in 2007, it is one of the UK’s most popular visitor attractions.

Published on: 12:00AM on 28th January 2008