Strategies for the optimal linking of online and offline measures, an interactive customer journey and more awareness for species conservation were developed by the Bachelor’s students from the Marketing & Sales study program in a business field project with Schönbrunn Zoo.
In a business field project with the Schönbrunn Zoo, students in the 6th semester of the Bachelor’s program in Marketing & Sales at FHWien der WKW took on the challenge of enhancing the visitor experience through interactive communication and marketing measures – both online and offline. The goal was to optimize the customer journey on site and to make species conservation a conscious experience.
Virtual journeys and real adventures for all five senses
The students’ task was to create a guiding system that helps visitors to explore the area in and around Schönbrunn Zoo and to get familiar to the animals in their natural habitat. Therefore, the students developed interactive experience concepts with additional emotional benefits that make the zoo an experience with the support of digital tools. The focus was clearly on measures for memorable communication with visitors on site, who are to be taken on an adventure journey through the zoo. In doing so, the protection of species was on first place during the development of the concepts. Strong attention was paid to efficient feasibility in relation to the framework conditions specified by the client.
Optimal linking of digital tools with location measures for more orientation
In the spirit of “Zoo Vienna goes digital”, the latest technological developments were taken into account. A brush-up and the expansion of the existing app including app navigation, augmented reality and gamification were addressed, as well as “classic” communication concepts using signage and on-site orientation aids. The goal here was to optimally link and complement online and offline measures with a focus on the location.
High praise from Schönbrunn Zoo
In the final presentation before the client, the innovative orientation aids for an optimal customer journey, well thought-out ideas for bringing the topic of species conservation to life, as well as the concepts for optimizing and expanding the existing zoo app were well received. Patrick Quatember, Head of Marketing & Sales, and Claudia Schmidberger-Slond, Cooperations & Sponsorships at Schönbrunn Zoo, were delighted: “The view from the outside is the most exciting part of the project with the students from FHWien der WKW. Their view and resulting inputs are often the basis for the implementation of the projects. Thank you for that!”
The two project coaches Marina Prem, Academic Expert & Lecturer Sales & CRM, and Thomas Schmidt, Head of Bachelor’s Program Marketing & Sales, also praised the students’ innovative and well thought-out concepts: “Our students have proven that they can deliver concepts that are perfectly tailored to the client’s needs and combine the latest technologies with proven outdoor communication measures.”
The students have summarized their impressions from the business field project in this video (in German):
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