This is PPT in entirety for the LP Zoo, done in PRAD 244.

1. Abby Bronough, Christina Faulkner, Kelsey
Lawson, Cory O’Connor, Culley
Schultz, Hannah Vogel

2. • free, family-oriented wildlife experience open every day of the
year and located in the Lincoln Park neighborhood of Chicago.
• The annual attendance at the zoo is around three million people.
• The food services, gift shops, parking and fundraising are ways
the zoo makes more than two thirds of its revenue.
• The Lincoln Park Zoo prides itself in providing the highest quality
of animal care, education and conservation, and works to save
species locally and globally.
• The Lincoln Park Zoo prides itself in providing the highest quality
of animal care, education and conservation, and works to save
species locally and globally.

3. • STRENGTHS
-free admission
-open to community and tourists
- safe area
-accessible (spatially organized)
-caters to all ages
• WEAKNESSES
-seasonal
-few changes with animals
- no charge (non-profit)
- near Fullerton beach (lose customers)
• OPPORTUNITY
-entertainment in Chicago
-see new species
exhibits are held
-transform local nature that features native plants/wildlife
-zoological mission
-showcase Chicago
• THREAT
-animals
-safety
-non profit
-Brookfield Zoo
-Fullerton Beach

4. • Adults 45-60
• Chicago area (urban/suburban)
• Financial capacity to make donations
• Time to become a member
• Have children/grandchildren
• Support nature and wildlife

5. • Increase membership by 5% in the 45-60
demographic in 12 months. This will be evaluated by
comparing the old and new membership amounts in this
period of time.
• Increase membership by 5% in the 45-60
demographic in 12 months. This will be evaluated by
comparing the old and new membership amounts in this
period of time.

6. “Lincoln Park Zoo is a world of wildlife in the shadow of
skyscrapers. Located within a verdant park just minutes
north of Chicago, the zoo has been a natural, free oasis for
generations of animal lovers, who visit the zoo to hear a lion’s
roar echo off nearby apartment buildings, see gorillas climb
trees as the Willis Tower looms in the distance, or forget
where they are as they immerse themselves in tropical
rainforests, dry-thorn forests or spacious savannas.
We invite you to visit the wildest spot in Chicago, where each
year millions of guests marvel at wild wonders as they play
and learn.” (From zoo website)

7. Target – retirees in Lincoln Park who have children and grandchildren they love to spend
time with. They go to the zoo on their own to keep active, and with their families for a
family outing.
Solve for – need memberships from more people
One thing – retirees have time and money to spend (insight). A membership with the
Lincoln Park Zoo is a way to help the community. With the money, the zoo can help enrich
the zoo experience (benefit). Because others can spend time with their families and
create memories (reason to believe – support).
The BIG IDEA: Making future memories
Tone – creative, emotional
Insight – retirees have time and money to spend. Spending time and helping others is a
way to feel fulfilled and happy
Assignment – Banners on red line and brown line (two lines that run near the zoo, most
used in LP), Banners in bus shelters near the zoo and near the Shedd aquarium because
aquarium visitors may also be interested in the zoo, print ads in Chicago magazine

8. • Banners and wraps surrounding CTA stops
• Newspapers
• Magazines
• Bus Shelters
• El Trains (Brown/Red Lines)

9. Line Item Estimated Cost
CTA ads (bus stops, train stations, banners/wraps) $96,000 ($8,000/month)
Billboard ads $12,600 ($1,050/month)
Print ads (Chicago Tribune) $18,120 ($1,510/month)
Print ads (Chicago Sun Times) $11,976 ($998/month)
E-Blast to current members (wages) $2,000
Social Media (Twitter and Facebook) $1,000
Partnership with FOC (ad in newsletter to members) $5,000
Production (research, informational video, brochure,
direct mail, social awareness, wages)
$150,000

10. Line Item Date Due
Market Research November 15, 2012
Strategy Development December 1, 2012
Initial Eblast and direct mail draft December 23, 2012
Send out Eblast and direct mail/ launch social media January 7,2013
Print ads (2 a month, every first and third Sunday) First and Third Sunday of month, 2013
Annual CTA ad design January 14, 2013
CTA ads circulated (12 months) February 1, 2013
FOC Partnership info for newsletter & Billboard design March 1, 2013
Billboards up April 1, 2013
Campaign Evaluation January 7, 2014

12. • Track how many new members between the target
demographics there have been in the past 12 months
• membership statistics from previous years
• Monetary donation amounts