IMC in the wild

: how can zoological parks improve their communication?: a case study of Zoo da Maia

Abstract

This dissertation explores the implementation of integrated marketing communications (IMC) in small-scale zoological parks with a mission-driven focus on conservation and education. Using Zoo da Maia (Portugal) as a case study, stakeholder interviews were thematically analyzed to assess communication expectations, challenges, and opportunities for improvement. The findings from the case study provided relevant insights to identify the factors that should be considered when developing an IMC plan. An adapted IMC framework was first developed based on existing literature. Building on the empirical findings, a conceptual model was then proposed, structured around five strategic pillars: value-aligned storytelling, internal coordination, audience activation, tactical simplicity, and local visibility—offering a practical roadmap for the development of an integrated and mission-driven communication.

Date of Award	15 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)