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Franklin Park Zoo Rebrand FRANKLINFRANKLIN PARKPARK ZOOZOO REBRANDREBRAND Boston’s Zoo By Andrew J, Jess T, Kenny R, Olivia G. Design Matrix: Advertisements, Imagry STRATEGY The Approach Purpose Target Audience: The Franklin Park Zoo campaign will work to inspire The campaign will target Generation X parents as well Although it is the parents that will be paying for the residents of the greater Boston area to visit the zoo. The as their children. Adults of “generation X” are generally Zoo trip, it is ultimately the children that we need to inspire campaign will aim to solidify the notion that going to the Zoo supportive of “local activism” and “local brands”(Lyon 2011). to visit the Zoo. Advertisements need to be interactive and is a valuable, worthwhile, interactive learning experience for They are more cognizant of the environment and are con- fun so that kids will be begging their parents to come and the whole family. Furthermore, we want residents to under- stantly trying to find ways to better it. This type of environ- visit. Generation X has high family values. This is an attri- stand that going to the Zoo is not just a trip, it is an adven- mentalism is ideal for a Zoo audience because it means they bute that is beneficial to the Zoo because going to the zoo is ture. Going to the Zoo will awaken the audience’s senses. It will be inspired by the Zoo’s mission to protect and preserve a trip that will make their children happy. In fact, it was will take them out of the city and place them directly into the the natural environment. Most of the adults who live around found that “children have tremendous purchase power when middle of an oasis. the Boston area are making around 77,000 dollars per year it comes to family spending”(“Kids Wield,” 2006) and they With this campaign we hope to re-invent the Franklin meaning they have enough disposable income to spend on “influence about 94% of family trips and excursions” (“Me- Park Zoo and instill within the minds of our audience that the outgoings like going to the Zoo, but not necessarily enough dia Smarts”, 2012). This research helps support our overall Franklin Park Zoo is Boston’s Zoo. It is something that to spend on an extravagant vacation (“Indeed”, 2012). goal of advertising mainly to the child’s eye. Ideally, the Zoo citizens of Boston and the surrounding area should be proud Although Gen X adults value low, reasonable prices they also will be an oasis one can visit without having to go on an of. Boston’s Zoo is their zoo. This idea will help to establish appreciate high quality brands. They are normally supportive airplane. the Zoo as a local, family friendly location that is entertaining of brands depending on what society’s perception of that and educational as well as geographically central to the brand is, and if it has personal value to them. As a result, we audience. Overall, this campaign will instill within the audi- need to instill our brand within the local community as well ence the desire to go to the Zoo for the day instead of choos- as throughout the country. The goal is to make the Franklin ing one of the other various options offered within the Park Zoo, “Boston’s Zoo.” Creating a high quality image for confines of the Greater Boston Area. the Zoo and projecting it throughout the world will draw in the Gen X audience. Design Matrix: Advertisements, Imagry STRATEGY The Approach Benefit (Claim): The Franklin Park Zoo is a chance for you to lose The Franklin Park Zoo also offers a variety of educational with nature makes people feel more alive” (Berenstein, n.d.). yourself in wild life. It is an escape from the everyday, a place events that serve as a connection between having fun and The study also suggested that the best way “to get energized where customers can find a sanctuary, where the outside learning. From field trips, to birthday parties, to sleepovers is to connect with nature” and that “90 percent of people world becomes obsolete. A trip to the Zoo offers a break with the animals themselves Franklin Park Zoo wants its feel better after spending time in natural habitats” (Beren- from work, cars, and music. The Franklin Park Zoo is an visitors to be as immersed with nature as they can possibly stein, n.d.). This notion that connecting with the great opportunity to find solace and passion in nature. Educational, be. This will help them learn as well as experience the sense outdoors at the Franklin Park Zoo will rejuvenate the mind, and fun, the Franklin Park Zoo is more than a trip; it is an of adventure that comes from visiting the Zoo. body, and spirit should be highly attractive to audiences. We escape in which family, friends, and nature all come together. feel that this is the benefit that the campaign should utilize To solidify themselves as Boston’s Zoo and the only Support: being that it can appeal to many age demographics. zoo that families should want to take their kids to, The Franklin Park Zoo will offer new interactive mobile phone The main benefits of Franklin Park Zoo are articulated applications. This will aim to make the user experience as in their mission statement which says that the zoo aims to, hands on and interactive as possible. More than just exhibits, “Inspire people to protect and sustain the natural world for the Zoo is a huge network of knowledge waiting to be future generations by creating fun and engaging experiences explored. Visitors can shed the stress and obligations of the that integrate wildlife and conservation programs, research outside world and become immersed in the essence of life. and education.” (“Zoo New England, n.d.). The website also The true beauty of nature is showcased through impressive provides the services mentioned in the benefits such as field exhibits and real life customer interaction with animals in trips, parties, and sleepovers. All of these benefits will help to their natural habitats. draw people to the Zoo. However, the most important claim is that regarding the true benefits of immersing oneself in nature. A 2010 study published by Science Daily stated that, “spending time Design Matrix: Advertisements, Imagry STRATEGY The Approach Key Insight: References The Zoo is not only a great way to learn and have fun with audience because it will allow them to pass on their value of Bernstein, J. (n.d.). Science daily. Retrieved from the family, but it is also an exotic experience for the senses. the environment to their children. http://www.sciencedaily.com/releas- Studies have shown surrounding oneself with nature is good While being immersed in nature is extremely benefi- es/2010/06/100603172219.htm for both physical and psychological health. In today’s society cial to our health, it is impossible to ignore society’s constant places like the Zoo are considered to be a “public health connection to mobile devices. Considering Gen X children are Davis, P. (2008, May). Johndavis.com. Retrieved from strategy” (David, 2008). Throughout recent years “the value highly in tune with today’s technology and “nearly half of all http://www.johnvdavis.com/ep/benefits.htm of increasing contact with nature for children and adults” has American kids want an Ipad for Christmas” it would be increased for the sole reason that it is beneficial to humans ignorant of us not to incorporate a mobile application into Olson, P. (n.d.). Retrieved from http://www.- mentally and physically. Visiting The Franklin Park Zoo offers the Zoo experience (Olson). The goal is to use our Zoo app in forbes.com/sites/parmyolson/2012/12/04/5- eye-open- an active journey of relaxation and visual appeal. A study a way that allows children to share their Zoo experience with ing-stats-that-show-the-world-is-going-mobile/ conducted by Frances Kuo showed that children who are others and also allows them to keep the experience with more interactive with nature tended to have better attention them after they leave. By combining technology with the Zoo new england. (n.d.). Retrieved from http://www.zoone- spans, delay gratification, and a better ability to manage their overall benefits of a Zoo trip, children and their parents will wengland.org/ impulses (David, 2008). Other studies have also found a be unable to ignore the Zoo’s appeal. positive correlation between child development and an interaction with nature. Children who are in contact with the environment are more likely to have a higher self-confidence, self-concept, self-esteem, autonomy, and capacity to cope (David, 2008). Not only will the Zoo help better children it will also help to inspire an overall respect and value for nature and our environment. This is supportive to our target Emphasis on Logo DESIGN MATRIX Logotypes LOGOTYPE IMAGERY The imagery used for the logotype is the primary topic used to identify the organization. Some- times this takes the form of a basic typefaces while othertimes it’s a logotype combined with a graphical image of an animal. The majority of competitors utilized non logo type. Competitors that used logos typically opted Literal Referential for a literal representation of a primary animal. Franklin Park Zoo should utilize an elemental, but unique / visually tactile logo to stand out from larger companies, but remain elemental and functional. - World Wildlife Foundation - Chicago Zoological Society - Disney, Disneyland, Disney World - National Zoological Gardens of South Africa - Boston Museum of Science - Minnesota Zoo - New England Aquarium - Bronx Zoo - Audubon Zoo - Roger Williams Park Zoo - Boston Nature Center, Mass Audubon - St.
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