MANDATE

The Granby Zoo is the largest zoological garden in Quebec and one of the largest in Canada in terms of the variety of species presented and the influx of visitors. Performa developed strategic marketing recommendations that also included reviewing the brand’s distinctive identity and brand architecture. In collaboration with Guidaction.

ACCOMPLISHMENTS

  • Single brand identity (with Guidaction)
  • Brand architecture (with Guidaction)
  • Marketing audit
  • Competitive analysis and best practices
  • Analysis and positioning against targets, demographic trends and products
  • Identification of marketing opportunities by priority segments and customers
  • Identification of marketing objectives and performance measures
  • Recommendations on branding and content strategy
  • Strategic and tactical marketing objectives by product and priority target

ADDED VALUE

  • Focus on branding
  • Emphasis on customer experience
  • Understanding of marketing 360 and various touchpoints
  • Strategic direction and practical actions
  • Alignment of marketing recommendations with mission and brand identity