PR - Channeling

The concept of channeling is discussed in terms of tailoring messages to audience self-interests. The NEW ZOO (real Green Bay Zoo) wants to increase memberships and donations. Develop the message theme for the following audiences:

A. Business and Industry:

The best tactic to increase business and industry involvement is to promote the mutual benefits a business can gain while supporting the zoo. Businesses can benefit from donating to the zoo by improving their own image as one who supports local endeavors. The money donated would go to the community, and stay within’ the community.  Official acknowledgment from the zoo to publically express gratitude would further endure relationships.

           

Message Theme: From your hands to their home.

                              Adopt and animal/ Sponsor an exhibit.

                              Our business is your business.

B. Teachers:

Academics is one of the fundamental pillars for modern zoos to exist so educational programs are essential for the future of students and the zoo. Hands-on, tactical experience is a powerful tool for learning. The NEW Zoo has the Animal Ambassadors Program where handlers introduce several zoo inhabitants to kids and families. The NEW Zoo also regularly offers educational classes and tours for different ages and levels of schooling.

Message Theme: Learn something new every visit.

                              Wild about learning at the NEW Zoo.

                              The NEW Zoo, the best substitute ever.

C. Parents:

Zoos are classically known as recreational experiences for families. In order to promote the NEW Zoo experience to parents it must appear beneficial in several ways. As stated above, it is educational, and it is a local community effort. What parents can know about their money spent is that it goes to good use to maintain the Zoo, the community, and enrich children. Offering discounts with family passes, yearly memberships, and packages with the adventure park all work together to sell the experience.

Message Theme: Become a member of our pack with your NEW Zoo Membership

                              Introduce your cubs to theirs at the NEW Zoo

                              NEW Zoo membership, it pays to be part of the herd.

           

D. Environmental /Conservation groups

Environmentalists and conservationists are concerned with the welfare of the animals at the zoo.  Providing, and documenting quality care is the best way to promote a partnership and to get them to donate. Making it more of a cause than a business. The NEW Zoo is always fundraising, and currently has a ten-year plan on the books about making the Zoo the best it can be. A map of the plan is prominently displayed in the Zoo and on the website.

Message Theme: Your help to us helps us care for them

                              Donations for the future of the NEW Zoo