036: Building a Profitable, Collaborative Experience with Ted Molter

In this episode of The Remarkable Project Jay speaks with Ted Molter, a seasoned marketing and PR pro formerly CMO of San Diego Zoo Wildlife Alliance, about why taking a strategic approach to authenticity is something more businesses should consider, how online experience can help contend with changes in offline behaviour, and the positive worth-of-mouth effects of intentional complaint handling.

 Ted Molter has been deploying marketing and PR skills in the attractions industry to advance the mission of zoos, aquariums, and family-oriented experiences for over 30 years. With a deep love for animals, Ted has enjoyed a long career that included key leadership roles at SeaWorld Ohio and the CMO position for San Diego Zoo Wildlife Alliance, where he led a rebranding program that drove revenues, donations and awareness.

Now, as a marketing consultant and collaborator, he advocates the practical skills of using and understanding data, media training to communicate key messages, and effective marketing strategy to engage audiences in mission and brand devotion. Ted describes himself as a “return on mission” specialist, and considers it his responsibility to find the intersection of passion and ration, ensuring that revenue growth provides a maximum benefit to mission, people and the organizations he works with and supports.

He is an active member of the Association of Zoos and Aquariums; past education and marketing committee chair, board member and the founding foundation board chair for the International Association of Amusement Parks and Attractions; past chair of San Diego Tourism Authority; and board member and past chairman of the California Travel Association. With the opportunity to reach families around the world with the mission of conservation, education and family fun, Ted has continued to find ways to combine his passion for animals with an endless desire to share the wonders of nature through innovative marketing and communications programs in Southern California and beyond. 

Three Remarkable Quotes

"Really, what we were trying to capture was hearts and minds, not wallets."

"I’m hoping for the collaboration economy quite honestly. If we’re as connected as we all are, imagine how powerful things could be if we were more collaborative with the tools that are there."

"Just make people feel valid. If you do that, you get the other things. It’s when you treat them like numbers…they know it, they feel it and it effects their experience with you. 

Connect with Ted

Find him on Linkedin

Learn more about San Diego Zoo Wildlife Alliance via their website