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Home , Franklin Park Zoo, Minnesota Zoo, New England Aquarium, Safari park, San Diego Zoo, Stone Zoo

FRANKLINFRANKLIN PARKPARK ZOOZOO REBRANDREBRAND ’s

By Andrew J, Jess T, Kenny R, Olivia G. Design Matrix: Advertisements, Imagry

STRATEGY The Approach

Purpose Target Audience:

The 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 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 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 themselves Franklin Park Zoo wants its feel better after spending time in natural ” (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 , 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

Media:

- and from work, are in waiting rooms, or while they have free that can be used prior to the zoo to familiarize families and paign will be an effective way to reach the target audience. It time at home. They are effective due to the fact that the children with what they will be seeing. It can be used during will reach both parents and children as they travel to work, audience can view them for as long as they want and they the zoo as a game like navigation tool, and it can be used school, etc. A medium where true creativity can interact with can provide more informative copy. The true appeal of print after the trip as a continuation of the overall zoo experience. a constant flow of audiences, guerilla tactics aim to impress, ads though is the fact that the ads can be more informative The mobile app will combine new technological experiences and aid our audience into visiting the zoo. Additionally, it is and directed towards the adults. This is an opportunity to be with long lasting memories that com effective to use out of home and guerrilla advertisements to both informative and eye catching. showcase the benefits and reasons why someone should visit the zoo. This is due to the fact that wild animals are known for being exotic and exciting. Therefore, placing creative Zoo will allow audiences to gain more information about the images and graphics featuring these animals on city streets zoo as a whole including events, exhibits, prices, etc. Also it will ignite the desire to be free and awaken their senses. The will create a separation between the Franklin Park Zoo and ads will also communicate the benefits of the zoo in a unique The , thus making Boston’s Zoo it’s own entity. The manner that will inspire them to visit Boston’s Zoo on their website will also feature strong imagery which will help to next free day. inspire people to visit the actual zoo and see the animals first hand. The website will also tie in the mobile application feature highlighted in the campaign. campaign. The ads will be disseminated through various print media channels such as newspaper and magazines. Integrat- ing print advertisements into the campaigns strategy will of an interactive, educational mobile app. This app will allow for our message and benefits to reach audiences while provide an innovative way for families to visit the zoo. It will they read magazines and newspapers while they travel to be child friendly and easy to use. The app will be something 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 Design Matrix: Advertisements, Imagry

COMPETITION: Local, Distant, and Indirect.

LOCAL COMPETITION: DISTANT COMPETITION: INDIRECT COMPETITION:

Local competiion includes anything within close proximity to A large number of other exist, both nationally, and Other larger brands exist in a similar or overlapping sector Franklin Park Zoo. Any venue can provide a family oriented globally that serve as competition towards Franklin Park Zoo. and inform design direction taken by Franklin Park Zoo’s experience is considered competition. This applies to both Franklin Park Zoo’s zoo competitors are: brand. Companies like Disney that are herolded as leader (in local zoos, as well as other attractions. Franklin Park Zoo’s Disney’s case child entertainment and amusement parks) exist immediate local competitors are: - Chicago as ideals and indirect competition for Franklin Park Zoo. - National Zoological Gardens of South Franklin Park Zoo’s brand competitors are: - Boston of Science - Zoo - New England - - World Wildlife Foundation - - - Disney, Disneyland, Disney World - St. Louis Zoo - Audubon Zoo - Zoo, San Diego Park - Boston , Mass Audubon - Singapore Zoo - Adventures - Tiergarten Schönbrunn - Harvard Museum of Natural History - - Smithsonian National Zoo - Basel Zoo - Forest Park Zoo - Zoo Berlin - Hollow - Torronto Zoo - York Zoo - ZooParc de Beauval - ZooQuarium Design Matrix: Advertisements, Imagry HumourousHumor DESIGN MATRIX Advertisements

KIDS OR ADULTS? Advertisements play a large role in reaching target audience. The strategy used to do this varies among different zoos and campaigns. The lightness, or amount of humor also play a key role in communicating.

Competing zoo ads are generally wieghted towards humor and simply having a good time. Targeted Targeted Towards towards kids. Because of their efficiency, utilizing humorous Adults advertisements makes the most sense in current ecosystem.

- Animal Adventures - Chicago Zoological Society - Harvard Museum of Natural History - National Zoological Gardens of - Smithsonian National Zoo - - Forest Park Zoo - Bronx Zoo - Wolf Hollow - St. Louis Zoo - York Zoo - , San Diego - Zoo Quarium - Singapore Zoo - Zoo Berlin - Tiergarten Schönbrunn - Torronto Zoo - Whipsnade Zoo - ZooParc de Beauval - Basel Zoo

SeriousnessSerious Design Matrix: Advertisements, Imagry GuerilliaHumor DESIGN MATRIX Advertisements

MEDIUM / METHOD The medium and method of outreach play an important role in how information is disseminat- ed among a populace and the impact it has on viewers.

Advertisements tended to utilize standard print ads (with a visual metaphor), while a select few

get more creative and bring the rich visual vocu- StandoutTargeted EnvironmentalTargeted bulary of the zoo into physical spaces and Towards towards kids. encounters. Adults

Startling, guerilla advertisements are under utilized, and would be effective if employed by Franklin Park Zoo.

- World Wildlife Foundation - Chicago Zoological Society - Disney, Disneyland, Disney World - National Zoological Gardens of South Africa - Boston Museum of Science - Minnesota Zoo - - Bronx Zoo - Audubon Zoo - St. Louis Zoo - Boston Nature Center, Mass Audubon - San Diego Zoo, San Diego Safari Park

SeriousnessTraditional Usable

DESIGN MATRIX *Makes a connection with the user through Websites imagry. We’re going to do that in addition to adding a community aspect.

USABILITY & LOOK / FEEL A corporation’s website is the primary masthead of its identity. The way users interact with a website or app drives its effectiveness and is reflective of the sites goals. The look and feel of the website often influence how well the user can navigate the site and accomplish his or her goals while also reflecting a visual distillation of the corporation itself. Trite Professional

Most competiting zoos had outdated websites that appeared extremely unprofessional while lacking usability. No site utilized an immersive experience.

Franklin Park Zoo needs to have a usable and professional, but memorable website.

- 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 - Smithsonian National Zoo - Roger Williams Park Zoo - Forest Park Zo - St. Louis Zoo - Whipsnade Zoo - San Diego Zoo, San Diego Safari Park - Basel Zoo - Singapore Zoo - Zoo Berlin - Tiergarten Schönbrunn Immersive Exciting DESIGN MATRIX *Because we have a narrower range of Websites content, we can a!ord a more exciting, less neutral design.

VISUAL COHESIVENESS Like any other branded element, a site is reflec- tive of the corporation’s cohesiveness and image, which can be visually engaging or dull.

The vast majority of brands lacked an engaging website and cohesive brand.

Franklin Park Zoo can afford a more exciting look Loosely Cohesive and feel, as it’s a distinctive brand with specific Assocated imagery.

- World Wildlife Foundation - Chicago Zoological Society - Disney, Disneyland, Disney World - 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. Louis Zoo - Animal Adventures - San Diego Zoo, San Diego Safari Park - Harvard Museum of Natural History - Singapore Zoo - Smithsonian National Zoo - Tiergarten Schönbrunn - Forest Park Zoo - Whipsnade Zoo - Wolf Hollow - Basel Zoo - York Zoo - Zoo Berlin - ZooQuarium - Torronto Zoo - ZooParc de Beauval

Boring Exhibition Focus DESIGN MATRIX Websites

INFORMATION ARCHITECTURE The structure and navigation of a website inform priorities of the corporation and the visual design. This is sum total audit of attention given to different categories based off of site naviation.

Franklin Park Zoo’s competition remained balanced between exhibitions and programs, but leaned towards conservation and donation. Donation / Shopping, Conservation Dining, and Franklin Park Zoo should aim to premote both Based Event Based exhibitions as well as programs heavily to gain a unique advantage. If donation, and conservation programs can be framed and marketed in shop- ping, dinning, and event based experiences, it will be well positioned to extend beyond the reach of its competitors.

- Boston Museum of Science - Chicago Zoological Society - New England Aquarium - National Zoological Gardens of South Africa - Audubon Zoo - Minnesota Zoo - Animal Adventures - Bronx Zoo - Forest Park Zoo - San Diego Zoo, San Diego Safari Park - York Zoo - Singapore Zoo - ZooQuarium - Basel Zoo - Zoo Berlin - Torronto Zoo

Program Focus Elemental DESIGN MATRIX Logotypes

LOGOTYPE VOICE A corporation’s logotype is a visual distillation of the brand’s image while also existing as the primary spike that unified various collatoral. How the logotype is designed changes what’s commu- nicated and portrayed.

Competitor’s logotypes were generally across the board, barring a niche composed of an elemental Casual Institutional and hybrid casual / institutional voice.

Franklin Park Zoo should utilize an elemental, but not sterilized 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. Louis Zoo - Animal Adventures - San Diego Zoo, San Diego Safari Park - Harvard Museum of Natural History - Singapore Zoo - Smithsonian National Zoo - Tiergarten Schönbrunn - Forest Park Zoo - Whipsnade Zoo - Wolf Hollow - Basel Zoo - York Zoo - Zoo Berlin - ZooQuarium - Torronto Zoo - ZooParc de Beauval Stylized Modern DESIGN MATRIX Logotypes

LOGOTYPE STYLE A corporation’s logotype is a visual distillation of the brand’s image while also existing as the primary spike that unified various collatoral. How the logotype is designed changes what’s commu- nicated and portrayed.

The vast majority of competitors logos were muddy and dull and shyed towards skeumorphic Dull Bright (or literal) references to wood, animals and leaves.

Franklin Park Zoo should be modern and bright, something very few competitors’ logos execute.

- 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. Louis Zoo - Animal Adventures - San Diego Zoo, San Diego Safari Park - Harvard Museum of Natural History - Singapore Zoo - Smithsonian National Zoo - Tiergarten Schönbrunn - Forest Park Zoo - Whipsnade Zoo - Wolf Hollow - Basel Zoo - York Zoo - Zoo Berlin - ZooQuarium - Torronto Zoo - ZooParc de Beauval

Skeumorphic 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. Louis Zoo - Animal Adventures - San Diego Zoo, San Diego Safari Park - Harvard Museum of Natural History - Singapore Zoo - Smithsonian National Zoo - Tiergarten Schönbrunn - Forest Park Zoo - Whipsnade Zoo - Wolf Hollow - Basel Zoo - York Zoo - Zoo Berlin - ZooQuarium - Torronto Zoo - ZooParc de Beauval Emphasis on Type Visually Cohesive DESIGN MATRIX Logotypes

LOGOTYPE CONNECTION A logotype can feel distant or create a connec- tion with the viewer. Effective logos do this while also being reusable in different contexts and holding a strong presence.

The vast majority of competetor’s logos and poorly designed and fail to make a connection with the viewer. Distant Personal

Franklin Park Zoo should situate itself as a cohe- sive brand that also retains approachability and oersonability.

- 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. Louis Zoo - Animal Adventures - San Diego Zoo, San Diego Safari Park - Harvard Museum of Natural History - Singapore Zoo - Smithsonian National Zoo - Tiergarten Schönbrunn - Forest Park Zoo - Whipsnade Zoo - Wolf Hollow - Basel Zoo - York Zoo - Zoo Berlin - ZooQuarium - Torronto Zoo - ZooParc de Beauval

Amateurish Exotic DESIGN MATRIX Imagery

IMAGERY FOCUS

Within the context of zoos, imagery can shy towards exotic animals, traditional or traditional big name animals (, , and pandas).

Competitor Zoo imagery typically included traditional or local animals available to them. Other, more entertainment driven attractions focused more the area itself. The outliers were Child / Animal Focused Singapor Zoo, which included imagery of people Familly interacting with animals. World Wildlife Founda- Focused tion focused its imagery heaviliy on the animals, while also including different imagery of partici- pating people. Franklin Park Zoo will utilize a combination of family focused and powerful animal imagry.

- 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. Louis Zoo - Animal Adventures - San Diego Zoo, San Diego Safari Park - Harvard Museum of Natural History - Singapore Zoo - Smithsonian National Zoo - Tiergarten Schönbrunn

Traditional Cute DESIGN MATRIX Imagery

COPY & IMAGE Both the subject matter of the image, as well as associated copy reflect the intention of the image. Ideally, copy and image should support each other or be able to stand by themselves. Ambiguity often measn poor imagery, poor writing, or a loose connection. Within the con- text of the zoo, animal imagery often shifts towards regal, majestic shots, or lovable critters. Copy Image Centric Centric Competing animal imagery covered a wide range, with copy accompying more experiential / educational opportunities and photocentric imagery reserved for engaging shots of critters. The type of imagery shyed slightly towards regal animals and experiences. Franklin Park Zoo will strategically target various genres imagery based on the target audience and medium.

- 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. Louis Zoo - Animal Adventures - San Diego Zoo, San Diego Safari Park - Harvard Museum of Natural History - Singapore Zoo - Smithsonian National Zoo - Tiergarten Schönbrunn Regal Design Matrix: Advertisements, Imagry VisuallyHumor Competitive DESIGN MATRIX Disney WWF Competition Conclusion

PICKING OUR BATTLES In order to make the most of a rebrand, it’s

important to decide what competitors are a Australian Zoo threat. Most local competing corporations do not hold their own on a visual level, and it’s import- ant to balance location / service competition with visual brand competition. Calgary Zoo Buenos Aires

DistantTargeted SituationallyTargeted & Towards Competitivetowards kids. Adults

New England Aquarium

Boston Museum of Science

Red Sox

SeriousnessGraphically Unengaging Design Matrix: Advertisements, Imagry MOOD BOARD How the Brand Feels

WHAT MAKES UP THE FEELING In order to get a sense of what “Experiencing life together” at Boston’s Zoo feels like, we employ a moodboard. COLOR EXPLORATION Colors Derived From the Mood Board

INITIAL COLOR DIRECTION The moodboard itself serves as a resource for deriving color swatches and palettes. In order for Franklin Park Zoo to differentiate itself from its competitors, the colors need to remain original and separate from the rest of its competitors. Bright, non green colors will distance Franklin Park’s brand from other zoos that typically utilize some form of green. The green color that resides within the pallette is very light and unlikely to be employed by a different zoo. Additionally, green carries a reference with the forest and vegeta- tion. The light blue nods to water or the sky that is typically a frame for various habitats. Instead, the main colors that reference wildlife itself are used: Tanish reds of a ’s spots or ’s mane, deep greys of and and the white on pandas and tigers. Competitive Advantage: BRANDBRAND BRIEFBRIEF We offer a complete, shared experience that will stimulate senses by connecting humans and nature in one cohesive The Essence of the Campaign . It differs from other zoos because The Franklin Park Zoo is where interactive media augments the entire physical experience. Building anticipation, zoocom- ers will be able to begin their zoo experi- ence from home. A full circle mobile AT THE HEART application will engage users throughout the entire Zoo journey and continues to At the heart of Franklin Park’s Zoo Brand lies the interact with them even after they have left the park. brand brief: research, rationale and design in a single concise document.

Key Products: - Complete Zoo Experience - Engaging exhibits - Educational events Key attributes: Value Proposition: - Field trips - Exciting Franklin Park Zoo offers an - Aspects of community - Inspiring immersive experience encom- - Interaction with wildlife - Interactive passing both new age media - Educational and the beauty of nature. It - Family oriented promises to invigorate your - Nature senses, stimulate your mind, - Fantastical and transport you to an oasis Target Audience: - Invigorating where animals thrive in their Out to dinner one evening Eric looks down - Immersive natural habitats. at his ten-year-old daughter. Completely - Stimulating absorbed with her mobile device, she has not even taken a bite of her food. Frustrat- ed Eric asks his daughter, “What could you possibly be doing that is more important than dinner with your family?” His daugh- ter replies, “Dad, I’m back at the zoo.” Key Competitors: Stakeholders: Puzzled by her response he asks to see her phone. She shifts her chair next to her dad - Museum of Science - Zoo New England Organization and says, “Let me show you what I did - New England Aquarium - Board Members today.” Using the Franklin Park Zoo app, - San Francisco Zoo - Volunteers she recounts her field trip, exhibit by - Bronx Zoo - Benefactors exhibit with her dad. Fascinated by the - San Diego Zoo - City residents app, Eric says, “When can we go to the - Wildlife Foundation - Employees zoo together?” - Boston Red Sox - Conversationalists DRIVING THE EXPERIENCE The Continuum

THE APP The complete experience is augmented by the 1. Live Feeds of Exhibits app which has multiple capabilities and unifies the digital experience to lead to the sensual 2. Automated Check in Process experience of the zoo. 3. Maps, Way-Finding 4. Online Community Forums, Participation 5. Uploadable Content 6. Competitions - Lead people to website 7. Trivia 8. Games 9. Audio Education 10. Alerts of deals, visitors, general push notifications 11. Gathering of User Metrics 15. User Feedback 16. ZOO Dollars for kids.