The Big Idea Workshop Marketing Communications_2016 Summer II_The Big Idea Workshop! New Zoo1.0 & 2.0! Student : Olive (WEI-SHAN,LIAO) / Class Identification: MK695-02 / Date: 2016/07/10!
The Chosen Recording Artist: Owl City The Chosen Beneficiary: Como Park Zoo and Conservatory, Minnesota Expected Agency Deliverables 1.0 Award Identification 1.1 Client Selection : Owl City has enjoyed significant popularity since its inception. Its founder, Adam Young, is an American singer and songwriter who used to experiment different elements to come up with his own music style in his parents’ basement. Saturated with the breathtaking natural landscape in Minnesota, Owl City has successfully impressed the entire music industry with a dose of purity, harmony and imagination from those beautiful melodies. Except for the location, a major reason why I chose Como Park Zoo and Conservatory as the beneficiary from Owl City is because its mission well resonates with the band’s belief: “Inspiring the public to value the presence of living things in lives”. 2.0 Situation Analysis 2.1 Zoo Description: For over one hundred years, Como Park has played a vital role in meeting the recreational needs of residents of Saint Paul and surrounding communities. Today Como Park Zoo and Conservatory is operated by the Saint Paul Parks and Recreation Department. The zoo features a seal island, a large cat exhibit, a variety of aquatic life, primates, birds, African hoofed animals and a world class polar bear exhibit. In addition, the Marjorie McNeely Conservatory has two acres under glass with a number of different wings dedicated to a variety of plant life including bonsai trees, ferns, orchids and seasonal flowers. The Marjorie McNeely Conservatory also features many outdoor gardens. 2.2 Competitive Analysis: In terms of geographical perspective, I have identified the following two places (also within the list of AZA or WAZA) as the major external rivals of Como Park Zoo and Conservatory in Minnesota: A. Lake Superior Zoo Brief Intro. : The Lake Superior Zoo has a rich history of providing close-up animal experiences.The zoo’s mission is to inspire connections to wildlife and action toward conservation in their region and around the world. They do this through numerous animal exhibits, animal enrichment demonstrations, educational programs and camps, events, and more. The Lake Superior Zoo is located on more than 19 picturesque acres, including rocky hillsides, majestic pines and beautiful Kingsbury Creek. It attracts thousands of visitors annually. Targets Assumption: Residents in Minnesota and tourists who are naturally adventurous and enjoy exploring wildlife and having intimate interaction with wild animals. B. Minnesota Zoological Garden Brief Intro. : Minnesota Zoological Garden opened in 1978 with a mission to connect people, an1