Sales Message: As a member of the sales team of the Cincinnati Zoo & Botanical Garden, you’ve just attended a strategizing session in which the sales team generated ideas for increasing zoo memberships. Your boss presented data about current memberships broken down by demographic categories. One group that stood out for its low memberships was the 50-and-over crowd. “We’re doing well attracting families with children,” your boss says, “but we’re not attracting enough senior citizens. In fact, our data show that people with children tend to cancel their memberships once those children are no longer at home.”
The team decides that one strategy to remedy this problem will be to send a letter to those 50 and over who have let their zoo membership lapse. You’ve been assigned the task of creating this mailing. Studying the zoo’s website at www.cincinnatizoo.org, and using your powers of analysis and imagination, write the letter that will persuade these former members to rejoin. Consider carefully how to turn features of the zoo into benefits for your readers.