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How to Make Money with Social Media: An Insider’s Guide to Using New and Emerging Media to Grow Your Business, Second Edition by Reshma Shah, Jamie Turner

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18. Establishing Your Major Objectives and Key Strategies

The Detroit Zoo had been a tourist destination for more than 80 years, but it now had a problem. Unbeknownst to most visitors, it faced financial hardship caused by circumstances that had begun a few years earlier.

The city of Detroit, which provided a significant portion of the zoo’s operating budget, cut all of its financial support of zoo operations a few years earlier. As the new summer season approached, reality set in: In a matter of months, the money would run out. The zoo was faced with the very real possibility of closing its doors.

Only one option was left. The zoo had to appeal directly to taxpayers. A new tax was proposed to provide the necessary funding to keep the zoo afloat. ...

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