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Lincoln Park Zoo. Not just for families

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(1)

Lincoln Park Zoo

(2)

Background of LPZ

●  The Lincoln Park Zoo was founded in 1868.

●  It is one of only a few free zoos in the United States.

●  The zoo was founded after the Lincoln Park Commissioners were given two

swans from Central Park’s Board of Commissioners.

●  A few years later the Lincoln Park Commissioners purchased a bear cub from the

Philadelphia Zoo.

●  The zoo gained many animals during the Great Depression by taking in animals

that circuses were unable to care for.

●  The zoo acquired more animals every couple of years since it began, and

(3)

Previous Ad Campaigns

●  The zoo’s first major advertising campaign was launched in 1962. The

campaign was started by the Zoological Society to fund the Farm-in-the-zoo.

●  Another campaign was launched in 1976 called “To make a great zoo

greater.” This $17 million campaign funded the addition of six new facilities.

●  The landmark campaign was launched in 1983 to restore some of the

historic buildings.

●  1993 saw the “Heart of the zoo” campaign.

(4)

Adopt an Animal

●  Another form of primary funding for the zoo

was established in 1978.

●  ADOPT-an-Animal allowed people to know

exactly where their donations were going.

●  Instead of donating $500 for maintenance or

(5)

Loyal Donors

●  The zoo also has many loyal donors. Several buildings

have been funded solely on donations.

●  Many of these donors grew up visiting the zoo and feel

very strongly about keeping it running.

●  It costs the zoo around $62,000 a day to keep the zoo

free to the public.

●  Private donations account for a large amount of the zoo

(6)

Competition

●  The biggest competition for the Lincoln

Park Zoo is Brookfield Zoo.

●  The advantage of the Brookfield Zoo is

that they have more animals spread out through a vast landscape.

●  The disadvantage is that admission is $17

(7)

Current Target Audience

Katherine is a 30 year old mother of three. She is a middle school teacher and works during the week and has a full time nanny for her children. On the weekends Katherine likes to find family friendly activities for her kids.

(8)

SWOT Analysis

Weaknesses:

●  Currently, they are targeted

primarily to families with children

●  There is not as many

animals as other zoos

Strengths:

●  Free admission

●  Chicago’s oldest zoo

●  There is a strong family

atmosphere

●  They are accessible by public

transportation

●  Easy commute, 20 min CTA ride

(9)

SWOT Continued

Threats:

●  Their direct competitor

Brookfield Zoo

●  Other free attractions in

Chicago such as museum free days

Opportunities:

●  There are not that many forms

of advertising for LPZ

●  Not enough awareness of their

events on social media

●  Reaching out more through

(10)

PEST Analysis

Political: Lobby groups support with the help of aid through federal funding. In recent years, there has been a decline in support by the government through federal appropriations for construction projects.

(11)

PEST Analysis Continued

Social: The zoo targets mainly towards families and children. The zoo has potential growth for the upbringing of other crowds in order to generate more revenue.

(12)

Brand Analysis

Current Target Audience:

●  The Lincoln Park Zoo currently advertises targets specifically towards families

with children.

●  The zoo welcomes schools and day camps throughout the year.

●  The zoo hosts several family friendly events.

●  Our major annual event is the light fest called “ZooLights.” During the holidays

(13)

Current Message

Lincoln Park Zoo is dedicated to connecting people with nature by providing a free, family-oriented wildlife experience in the heart of Chicago. We also

(14)

Brand Presence

The Lincoln Park Zoo is currently seen as very family friendly. Our advertising for the zoo is seen as wholesome and fun which

(15)

Target Audience

Aaron is a 21 year old, full time, college

student at DePaul. He lives with his girlfriend, Cady, who is also 21. They live in a studio

(16)

Brand Re-positioning

Ideation: The zoo loses visitors during their college years, because we

target to families with children.

Create more events targeted towards college students.

Raise an interest with them by hosting more concerts and events that

interest this age group.

We have a huge turnout for “Jammin at the Zoo,” but this only

happens once a year.

Add celebrity appearances to draw people to the zoo.

Currently we have some events for young adults, but we have not

(17)

Creative Brief

●  Lincoln Park Zoo is currently targeted towards families.

●  Presents a problem because we are missing college students ages 18-24.

●  Target this group more

●  There are events for this age group, but most of our advertising is dedicated towards

family events.

●  Objective is to better promote the events that college students would be interested in

through social media.

●  We also would like to increase the frequency of some of the more popular events like the

concerts.

●  Improve on is our social media presence.

●  Set up social media profiles for some of the more popular animals.

●  Visitors could “follow” the animals and read funny tweets or statuses. This would also be a

(18)
(19)

Zestival

●  The main stage of the Zestival will be

held in front of the conservatory building.

●  This location will be the main stage

because this encourages people to walk through the entire zoo.

●  By having the Zestival we can help

bring fun to the zoo for all age groups.

●  We will have local bands play at the

Zestival to promote community.

●  Throughout the zoo various booths

(20)

Communications Strategy

We would like to communicate with our target audience by reaching out to them through social media sites. Our main channels of communication will be Twitter, Instagram, and Facebook.We will reach the age group of 18-24 by posting events and new attractions. We will create profiles for certain

(21)

Media

●  We have chosen to use social media as our

communication channel for connecting with our new target audience of college students.

●  We chose to use social media because we believe it is

the most effective way to reach our target audience. ●  Many college students do not have cable, so television

would not be a good way to reach these people. ●  Most college students have at least one form of social

media that they check rather frequently.

●  If we create a more prominent social media presence,

(22)

Budget

●  Yearly donations: 21 Million

o  To fund this campaign we will be using $100,000-$150,000.

●  Promotions:

o  Commercials on local TV channels

o  Billboards going along the expressway

o  Signs in the “L” trains and the CTA buses

o  Commercials on Pandora radio & local radio

References

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