March 17, 2008

Case Study: The Maryland Zoo in Baltimore

The Maryland Zoo in Baltimore

The Goal
To develop a strategic campaign that would increase traffic and establish a renewed interest in the Zoo in the minds of the public.

The Strategy
Year 1 of the campaign was centered around the theme New at the Zoo, emphasizing the Zoo's many recent improvements. Phase two of the campaign is You at the Zoo, making a direct appeal to potential visitors. Both themes are aimed at a female audience, age 25-54. The media mix includes billboards, print vehicles including the Examiner, the Sun, and City Paper, plus a radio and television promotional schedule surrounding specific events. The catchy jingle, the "gotta be there" message implication and the media plan are strategically matched and placed to ensure success.

The Outcome
Record attendance has been reached, doubling and tripling previous attendance results, for events like Opening Day, ZooBoo, Brew at the Zoo, Reggae and Brew, ZooZoom, Zoomerang, and Bunny Bananzoo.