DENVER ZOO CREATIVE BRIEF
Background:
The Denver Zoo connects humans and wildlife while providing care and support, experiences, and global conservation to help save wildlife. Home to 3,800 animals representing more than 650 species, The Denver Zoo is one of the most popular zoos in the United States.
the Challenge:
The Denver Zoo has seen a decline in attendance in the past two years, making it incredibly hard to finance conservation and education initiatives. Gate revenue plays a vital role in supporting those activities.
In 2014, the zoo launched plans for a gasification system that would convert animal waste to energy which was a plus for the zoo, however, the general public living in Denver were not fans of the incinerator that would be placed in Denver's Central Park. Issues of air quality and safety arose.
the Goal:
Establish a better reputation for the Denver Zoo in effort to increase funding for education and conservation. ​
the Objective:
1. Educate and inform the public about future off-site plans for the gasification system, because it is something the zoo is very passionate about and wants to continue.
2. Bring gate revenues up 15% by branding the zoo with its two passions-education and conservation.
TARGET AUDIENCE:
Denver locals and nationwide vacationers of all ages who are in search of a fun day of entertainment or interested in conservation and learning more about the educational purposes of the zoo.
SWOT ANALYSIS:
Strengths: Eliminating waste, creating positive energy, facility funding not threatened.
Weaknesses: Smell and location of the incinerator, ruining the positive reputation, the possible decline in population, competition of other local parks and attractions in a major metropolis.
Opportunities: Money being saved would allow education and conservation programs to prosper, major positive environmental impacts, and the ability to design innovative conversation technology.
Threats: Health and safety risks, air pollution, neighborhood, and activist group complaints and protests.
Creative concepts:
Trailblazer Concept
The gasification system was a great opportunity to create energy out of useful waste, ultimately saving the Denver Zoo lots of money. The creatives used the gasification system as a symbol of leadership and related it to pioneers, as Colorado is known as a pioneer state and the first in many advancements within government policies nationwide. By highlighting Colorado's tendency to blaze a trail, shows how the gasification can spark a light for a better future in Denver.
Expression Concept
Looking at the target audience, we found it is not easy for a zoo to tap into millennials, but more so parents and Gen Z (little kids). The creatives used the word nostalgia to create this execution. Nostalgia is often a weakness for most, and we wanted to remind the audience of what it is like to be a curious kid again, always wanting to learn more. These kids should not only be ecstatic to see and immerse themselves into these animals, but also itching to learn more about the history, how they can help them, and one day tell their own kids about these experiences.
​Meet The Team:
Strategy: Madison Brooks, Kim Castro, Harmony Lowery
Creative: Megan Watt, Courtney Foster, Jeremey Satterwhite