How to Promote Your Digital Map to Zoo Visitors
Whether your digital map is contained within a robust mobile app or is just a PDF file, you’ll need to promote it to your in-park visitors. You don’t want to assume your guests will find it on their own by Googling “(your zoo name) map.” This risks them finding an outdated or unofficial map with incorrect information.
This article covers the methods our partner zoos have used to effectively drive traffic to their digital maps.
Step 1: Setting up URLs
First off, let’s discuss where your map actually lives.
Native Mobile App - If you have an iOS app and/or Android app, then your app will have a landing page in the App Store (Apple) and/or Play Store (Android). For example, this is the San Diego Zoo’s page for their native iOS mobile app.
Mobile Web App - Some mobile apps, like SmartParks, run in a web browser similar to how a regular website works. Our preferred setup is to host our app on our client’s domain using a “map” subdomain. For example, map.houstonzoo.org.
PDF File - If you are simply using a PDF (or other image file) then it will need to be hosted somewhere on the internet. The direct path to the file itself will end in the file extension.
Regardless of which of the above options you’re using, you will often not want to directly drive traffic to these URLs. Instead, you should consider setting up a vanity URL that either contains a landing page or redirects to the final destination. For example, the Bronx Zoo uses both bronxzoo.com/app and bronxzoo.com/today to redirect to map.bronxzoo.com. This will give you more flexibility in the future to make changes without reprinting signage or updating links in the wild.
Step 2: Signage
The biggest workhorse for driving in-park visitor traffic to your digital map is having physical signage throughout the zoo. It’s a good idea to have a short explanation about the map and/or mobile app, as well as both a QR code and vanity URL. Using dynamic QR codes instead of a static ones will also give you further flexibility to change how you’re directing traffic down the road. For example, you may start by directing everyone to the same place, but then later decide you want specific signs in your zoo to deep link to specific content for exhibits.
The Bronx Zoo has integrated call outs for their digital map into all of their map signage, as well as on dedicated signage near the main gates and exhibit entrances.
Step 3: Guest Interactions
An overlooked aspect of promoting your digital map is educating and empowering zoo staff to direct people to it during guest interactions. This starts by just making sure everyone there knows the right answer to the question “where can I get a map?.” If some people are saying “check the website” and others are saying “try downloading the app”, you won’t be reliably driving guests to the right place.
The Cincinnati Zoo has taken the extra step of printing instructions and a QR code on the back of each of their employee badges that make it easy for them to help guests in the zoo with wayfinding. They are often asked for directions and while they can verbally give the answer, it’s even more helpful to end the interaction with “and just go here to follow the directions I just told you.”
Final Thoughts
Our experience has shown that the typical zoo visitor is not likely to extensively plan ahead for their visit. They will often show up and do their best to find their way around using the tools that the zoo provides them. If you have already taken the time to create a helpful digital map or more extensive mobile guest experience, then you should definitely take the time to make sure people find it. A couple of signs planted at the entrance is not enough - too many people will get distracted and walk right by. You should consider having signage throughout the zoo, bolstered by an informed and helpful staff who can ensure people find your map when they need it.