The Aspinall Foundation was started by John Aspinall in the early 1970s to breed endangered gorillas and reintroduce them to their natural habitat. Today, the Foundation is a conservation charity, operating the Howletts and Port Lympne Wildlife Parks and specialising in the conservation and reintroduction to the wild of some of the world's most endangered species.
We worked with the Aspinall team for five years with the objective of continuous improvement across all product areas. Ultimately, our goal was to increase digital footfall and drive down their acquisition cost through building digital as the channel of choice for short break bookings, park ticket sales, wedding enquiries and conservation support.
We started by building a new mobile-first website for the full group, with smart integration to its online ticket booking and accommodation booking engine. This allowed customers to have a seamless end-to-end purchasing journey, meaning those who already had the intent to visit Aspinall got a far greater user experience.
For those who didn’t know Aspinall or hadn’t considered it, we devised an effective inbound marketing campaign that focused on outreaching high-quality content for every part of a potential customer’s buying journey.
We developed a portfolio of key buyer personas across three different areas of the business – park visitors, wedding bookings and conservation – with tactical content campaigns to answer each persona’s pain points. Our automation tool of choice - HubSpot - allowed us to continually nurture customers through email and social and increase acquisition.
Sue Linacre, Howletts & Port Lympne Wild Animal Parks
One of the additional challenges was being able to communicate with customers while they were on-site to help them make the most of the dynamic environment. Things like feeding times, conservation issues and special offers both in the restaurants or short break accommodation. To solve this, we developed and built a conversational Facebook messenger chatbot, optimising Aspinall’s content and social channels.
What we did: Web Development, Design, Marketing Automation, Chatbot
What we did: Inbound marketing, HubSpot CRM, SEO & Paid Media