Strategic Brand Consulting
Building the Buin Zoo of the Future
In 1985, veterinarian Ignacio Idalsoaga founded the country’s first wildlife rescue center. This initiative later expanded with the creation of Parque de Asís, the first pet cemetery in Chile, and in 1999, Buin Zoo, which would become the largest and most modern zoo in the country. With more than 3,000 animals from 250 different species, Buin Zoo has built a strong reputation based on its commitment to conservation, high standards of care for endangered species, and continuous improvement programs focused on animal health and wellbeing.
In 2021, Buin Zoo partnered with BBK + 2Brains, facing significant challenges caused by the pandemic and the sharp decline in visitors.
Defining a Strategic Path for the Future
At that point, it became essential to establish clear strategic definitions to ensure Buin Zoo’s future development and long-term sustainability. The work focused on defining the organization’s future aspiration, strategic pillars, and objectives for the following four years.
Together, we designed an implementation roadmap consisting of 24 initiatives, setting the key development priorities for the coming years across all areas of the organization.
A Multidimensional Diagnosis
The process began with an in-depth internal and contextual diagnosis. This included:
- Financial analysis
- Interviews with key strategic stakeholders
- Qualitative and quantitative research with visitors
- A comprehensive review of the operational and organizational context
This approach provided a multidimensional perspective, which served as the foundation for future decision-making. Based on these insights, we defined the organization’s aspiration and the strategic pillars that would guide Buin Zoo’s planning and evolution in the years ahead.
