Situated on the California coastline, Santa Barbara Zoo is home to over 400 animals — including capybaras, condors, and a charming red panda. A private non-profit organization, the Zoo is dedicated to preserving, conserving, and enhancing the natural world and its living treasures. In support of that mission, the Zoo’s marketing team relies on a steady stream of photos, videos, and other digital assets to captivate and educate visitors and donors.
2 min read
Santa Barbara Zoo expands its marketing with Canto
The goal
Make 24,000+ assets more accessible, so marketers and other Zoo staff can leverage them efficiently and effectively.
The result
With a centralized, searchable media hub in Canto, Santa Barbara Zoo has boosted productivity and expanded its marketing capacity.
The challenge
Before Santa Barbara Zoo adopted Canto, its collection of images and videos was scattered across different devices and cloud storage platforms — making it difficult to leverage them effectively.
- The small marketing team spent too many precious staff hours managing and searching for images, videos, and other visual assets.
- Zoo staff and partners had to go through the marketing team every time they needed photos or graphics.
- With only one staff photographer, it was hard to generate enough photo and video content to constantly engage audiences on social media and other channels.
The solution
Santa Barbara Zoo has transformed its marketing workflows by creating a centralized, searchable content hub with Canto.
- Smart Tags and organization features have streamlined file management, making the Zoo’s entire media library searchable.
- Zoo staff and partners can self-serve when they need images or videos, using intuitive search features to find approved assets directly in Canto.
- Upload links make it easy for zookeepers to capture and share cute behind-the-scenes moments, creating a steady stream of engaging animal content.
The result
By optimizing content operations with Canto, Santa Barbara Zoo can now make the most of limited marketing resources.
- Efficiency and productivity: Time-consuming tasks are now quick and easy. And direct access empowers 30+ Zoo staff to find and submit content — freeing up bandwidth and boosting output.
- Increased content quality: Now that they’re easy to find, impactful photos and videos bring every project, social media post, and visitor resource to life.
- A better visitor experience: Instead of languishing on some forgotten drive, the Zoo’s 24,000+ media assets are creating more engaging experiences for visitors and donors.
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