Presents: The Philadelphia Zoo 2009 Advertising Campaign Presented by: Kate Meyer, Account Manager Ben Wollman, Media Planner Yvette Wilson, Account Planner Kristin Ulrich, Research Planner Jillian Butler, Copy Director Antonio Tucker, Art Director

Philadelphia Zoo budget cut to $750,000 Expected increase in GA sales 64% GA sales purchased by visitors in the Philadelphia 16-county DMA Female heads-of-households 25-54, previously targeted Background Info

Mothers 25-54, with young children who: Reside in Mid Atlantic region Do not have a Zoo membership Have not or rarely visit the Philly Zoo Plan to stay at least one night in Philly on a trip Want to do more than shop and go on tours Our Targets

Males and Females 18-30, w/o children who: Live in the Mid Atlantic region Do not have a Zoo membership Have not or rarely visit the Philly Zoo Plan to stay at least one night in Philly on a trip Want a new activity other than shopping and going to bars Our Targets cont’d.

We predict that by keeping the budget at $750,000, general admission sales will increase due to our strategic planning and creative works by attracting an influx of our targets. Prediction

Demographics 50 completed surveys Between the ages of 25-54 Reside primarily in NY, NJ, MD, D.C., PA, DE Internet Usage 79% regularly use the internet Websites: Facebook, MySpace, Twitter, Weather.com Target Research: Mothers

Visiting Philadelphia 69% visit Philadelphia at least twice per year 88% bring their children at least “sometimes” Favorite Philadelphia attractions include the Philadelphia Museum of Art, Love Park, City Hall, and the Franklin Top attractions since becoming a parent: The Franklin (67%) Adventure Aquarium (63%) NJ beaches (61%) How moms get around Philly: 71% drive their own car 46% walk and/or bike 33% take the SEPTA subway Target Research: Mothers cont’d

Moms and the Philadelphia Zoo 80% know that Philadelphia has a Zoo, but only 39% have been to the Zoo since becoming a Parent Reasons they haven’t visited the zoo: “I forget about it” “Haven’t had the chance” They go to other Zoos: the Bronx Zoo, Pittsburgh Zoo 80% have not seen advertising for the Philadelphia Zoo within the past year Target Research: Mothers cont’d

Persona #1 Angela “GiGi” Mercado AGE: 37 LOCATION: Collingswood, NJ STATUS: Happy mother of one JOB: Computer Software Technician ENJOYS: Spike Lee Movies, salsa dancing, and spending time with her daughter, Cassie LOVES: Going on trips with the entire family DISLIKES: Laziness “Five o’clock comes around and I can’t wait to spend time with my Cassie.”

Demographics 54 completed surveys Between the ages of 18-30 Reside primarily in NY, NJ, MD, D.C., PA, DE, OH 32% of respondents attend college in Philadelphia but have a permanent address outside of the Philadelphia region Internet Usage 91% regularly uses the internet Websites: Facebook, MySpace, Twitter, E-mail Target Research: Young Adults

Visiting Philadelphia 75% visit Philadelphia at least twice per year Favorite Philadelphia attractions include Love Park, sporting events, Old City, South Street, Penn’s Landing Attractions visited within the past five years: Penn’s Landing (65%) The Philadelphia Museum of Art (61%) New Jersey beaches (59%) How young adults get around Philly: 55% drive their own car 43% take the SEPTA subway 38% walk and/or bike Target Research: Young Adults cont’d

Young adults and the Philadelphia Zoo 80% know that Philadelphia has a Zoo, but only 26% have been to the Zoo within the past five years Reasons they haven’t visited the zoo: “Never thought about it” “If you’ve seen one zoo, you’ve seen them all” “I don’t like children” “Haven’t had the time 74% have not seen advertising for the Philadelphia Zoo within the past year Target Research: Young Adults cont’d

Persona #2 Matt “Sweetness” Saunders AGE: 22 HOME TOWN: Columbus, Ohio LOCATION: Drexel University in Philadelphia JOB: Server at Melting Pot ENJOYS: Dating, being active (i.e. sports, exercise), partying with friends LOVES: Making his current girlfriend smile by finding fun, new things to share with her. DISLIKES: Being bored   “I work hard for my money…only to spend it all on my lady.”

Targets are forgetting about the Philadelphia Zoo and may be preoccupied by other forms of entertainment. Competition includes: Family attractions like the NJ Adventure Aquarium Philly Museums and historic hot spots Outdoor activities, NJ beaches Challenges

The Philadelphia Zoo should be perceived as adaptable entertainment that fits any interest, any time frame and any season. The Philadelphia Zoo is ‘your zoo’. Positioning the Philadelphia Zoo

Media Plan

Strategic Priorities Concentrate impressions during heightened tourists seasons Target tourists via online channels outside Philadelphia DMA Establish creative message overlap utilizing out-of-home

Budget Breakdown Seasonality Budget Divisions

Budget Breakdown

Recommendations Out-of-home Establish frequency in Philadelphia DMA Online Ad networks (ROC) - Travel Planning stages/research Creates reach Mapping sites (microtargeting) Planning stages Extended life of ad exposure Unique targeting

Flow Chart

Optimization Schedule Budget: $217,500 / equal parts

Bus Shelters Billboards Online A little something extra Creative

Online

Interactive Recommendations

Interactive Recommendations

Guerilla Tactics

THANK YOU!!! From BlackFish Advertising Questions?