Episode 366 - Kristy Tozer talks about a seat at the table, rebranding, and marketing & ops supporting each other

2024-09-10

Tap into innovation at IAAPA Expo, the biggest industry event of the year. Join us and other AttractionsPros in Orlando, FL, Nov. 18-22 to engage with the global community. Learn from the experts, leave with new ideas, and turn your passion for the industry into new possibilities. Register now to save up to 30%. Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning. Kristy Tozer is the Founder and Marketing Consultant for Ru...

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Kristy Tozer is the Founder and Marketing Consultant for RumbleBuzz, based in Tampa, FL. Kristy began her journey at SeaWorld Parks & Entertainment, where she gained extensive experience in marketing, operations, and event management. Her career includes roles at ZooTampa, where she was instrumental in the rebranding from Lowry Park Zoo to its current identity. In 2020, she co-founded RumbleBuzz, a marketing agency that caters specifically to attractions and hospitality industries, ensuring that their marketing strategies align seamlessly with their operational goals. In this interview, Kristy talks about a seat at the table, rebranding, and marketing & ops supporting each other.

A Seat at the Table

"Everyone had a seat at the table, and what came out of that was really learning how to build a sub-brand."

Kristy emphasizes the importance of collaboration across departments in any successful marketing strategy. Drawing from her experiences at SeaWorld, she shares how cross-departmental teams were crucial in coordinating large events and initiatives. This approach ensured that all voices were heard and that every department, from operations to food service, contributed to a cohesive and immersive guest experience. Kristy believes that giving everyone a seat at the table not only improves communication but also leads to more innovative and effective marketing strategies.

Rebranding

"Rebranding is not just a logo change; it's about establishing yourself as a global brand."*

Kristy recounts the comprehensive rebranding of ZooTampa, explaining that the change was much more than just a new name or logo. The goal was to position the zoo as a globally recognized brand, which involved not only changing the name but also telling a deeper story about the zoo's commitment to animal care and conservation. Kristy highlights how PR, social media, and even a partnership with National Geographic's "Secrets of the Zoo" played pivotal roles in this transformation. The rebranding was a strategic move that helped Zoo Tampa reach a broader audience and establish a stronger presence in the global market.

Marketing & Ops Supporting Each Other

"When everybody had a seat at the table, the experience from the ad to the actual visit was consistent."

Kristy discusses the critical relationship between marketing and operations, sharing examples of when the two worked seamlessly together, as well as instances where they didn't. She illustrates how successful campaigns, like the one for Busch Gardens' "Howl-O-Scream," were the result of close collaboration between marketing and operations. This ensured that the guest experience aligned perfectly with what was promised in the marketing materials. Kristy stresses that for a brand to truly succeed, marketing and operations must not only support each other but also work together from the very beginning to create a consistent and memorable guest experience.

If you’d like to connect with Kristy or learn more about RumbleBuzz, you can visit their website at therumblebuzz.com or email her directly at Kristy@therumblebuzz.com. You can also follow RumbleBuzz on Instagram and LinkedIn for the latest updates and insights from Kristy and her team.

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