cASE STUDY: CONSULTING & SALES REPRESENTATION

LOS ANGELES ZOO

The leaders of the Los Angeles Zoo’s uncommon municipal/nonprofit corporate structure were facing considerable pressure to grow amidst a static revenue environment. Seeing the potential to generate additional corporate support, the zoo engaged Premier Partnerships to evaluate the sponsorship program for the 133-acre destination in Griffith Park.

STRATEGIC APPROACH

Utilizing proprietary Revenue Maximizer™ methodology, Premier’s team identified existing assets that could be thoughtfully organized into packages that would appeal to key product categories. In addition, Premier identified ways to enhance the zoo’s learning environment with new programs that added to the guest experience, respected the zoo’s authenticity, and invited corporate underwriting. The client was so pleased with the results that Premier was invited to represent the Los Angeles Zoo for sponsorship sales.

RESULTS

  • Constructed a sponsorship program framework that was used by the executive team going forward to target categories, identify prospects, secure sponsors and optimize assets

  • Secured numerous multi-year partnerships, including industry leaders in the auto, health and beverage categories

  • Successfully negotiated key renewals, achieving or exceeding revenue goals for each category