Zoo

MAY | 2021

MESSAGING

PROXIMITY TO ANIMALS UNIQUE SETTING THINGS TO DO

• Unmatched level of animal experience

• Bring visitors face to face with animals

• Can be 20 feet from an animal

• Feed endangered species

• Wild encounters

• Can get close to animals

• Connection with animals

• Create a bond with animals

• Natural beauty

• Natural woods

• Ground built on a forest

• Unusually large, spacious walkways

• Park-like feel

• Place of emotional healing after COVID

• Jewel in the community

• Educational opportunities

• Place to support wildlife conservation

• Recreation/Entertainment sells tickets

• Not time bound experience

• Can get anything you need

• Cool corporate experience

• Making memories

• Family togetherness

• Connection

Milwaukee County Zoo provides with

Residents and visitors of Southeastern Wisconsin and Northern Illinois

Who is your target market?

a place to connect with the natural world—and each other—in a more memorable way

What unique value do you provide to your target market?

than any other local attraction. We do this by:

Bringing you face-to-face with more than 330 different species and more than 2000 of the earth’s most fascinating creatures

Maintaining a unique, wooded, park like setting in which to escape, unwind & explore

Why should they believe you? (3 reasons)

Offering so many different species of fun and learning (from events and classes to conservation)

A place to get back to your true nature

A unique species of fun

Access to fun in its natural habitat

The park for people and animals alike

A zoo within a park

A connection to your human and animal family and friends

A place to create wild and beautiful memories

CONSUMPTION REPORTS

MILWAUKEE Scarborough Research

W25-49, children under 17 in house, HS+ education, HHI $75K+

Lower income, under served, W25-54, HS education or lower, HHI $50K or lower, Milw County resident only Grandparent, W55+, HS+, HHI $100K+

Loves Milwaukee Magazine and MKE Lifestyle Relies on social media for news Pays for digital news subscription Uses FOX News app regularly

Loves MKE Lifestyle Magazine

Uses the Spectrum TV app

Uses CBS News and Huffington Post apps

Social media apps indexes above average includes FB, Instagram, Pinterest and Snapchat

Social media apps indexes above average includes Instagram, Pinterest and Snapchat

Social media app is FB Streams on iHeart Radio Streams on Pandora Spends 5+ hours per day on social media Spends 5+ hours per day on social media Spends <1 hour per day on social

20+ hours on the internet per week

Utilizes podcasts

Limited internet in the average week

5-9 hours on the internet in the average week Streams Hulu, Disney+, Amazon Streams AT&T TV Now through Spectrum

No podcasts

No podcasts

Lives close to work 10-19 minutes to work or is unemployed Does not commute Cable subscriber Cable subscriber Cable subscriber Favorite radio formats include A/C, New Country, Hot A/C

Favorite radio formats include Urban A/C and Urban Contemporary Favorite radio formats include News/Talk, Classic Rock, Classic Hits, A/C

Spends the most time with cable then broadcast Over indexes on cable

Scarborough ResearchRelease 1 (Jan 2020 - Jan 2021)

Spends the most time with cable then broadcast

GREEN BAY Scarborough Research

W25-49, children under 17 in house, HS+ education, HHI $75K+ Grandparent, W55+, HS+, HHI $100K+

Loves Women Magazine

Loves Women Magazine and You Magazine

Uses FOX WLUK, ABC News and Huffington Post within the last 30 days

Uses many different news apps and/or websites including ABC News, Huffington Post, CBS News, Fox News, AARP

Social media apps indexes above average includes FB, Instagram, Pinterest, Snapchat and LinkedIn Social media app is FB

Streams audio on many different streaming services such as Amazon Music, Spotify, Pandora, Google Play Not a fan of streaming audio Spends 3-4 hours per day on social media Spends 1-2 hours per day on social 10-19 hours on the internet per week 5-9 hours on the internet in the average week

Streams Hulu, SlingTV, You Tube (free and subscription) Doesn't really stream OTT 10-19 minute commute to work one way or does not commute at all 20-29 minutes to work one way or doesn't commute

No cable subscription but has satellite subscription No cable subscription but has satellite subscription

Favorite radio formats include A/C, Rock, All News, Country, Hot A/C

Heavier emphasis on broadcast TV

Scarborough Research -

Release 2 Total (Aug. 2019 - July 2020)

Favorite radio formats include News/Talk, Classic Hits, A/C, Classical

Heavier emphasis on broadcast TV

NATIVE/KEYWORD TARGETING

Fox Valley 13-weeks 500,000 $2,500 Milwaukee 13-weeks 650,000 $3,250 Rockford 13-weeks 500,000 $2,500

LOCALIQ DISPLAY/PRE-ROLL

Fox Valley 13-weeks 450,000 $4,050 Milwaukee 13-weeks 450,000 $4,050 Rockford 13-weeks 450,000 $4,050

PRE-ROLL (:30s)

YouTube True View & Retargeting

Fox Valley 12-weeks 100,000 $9,000 Milwaukee 12-weeks 125,000 $11,250 Rockford 12-weeks 100,000 $9,000

PAID SOCIAL

Facebook/Instagram/Pinterest

Fox Valley 13-weeks 325,000 $4,000 Milwaukee 13-weeks 455,000 $8,500 Rockford 13-weeks 325,000 $4,000

DYNADMIC - MOBILE

Fox Valley 13-weeks 325,000 $3,900 Milwaukee 13-weeks 475,000 $5,700 Rockford 13-weeks 325,000 $3,900

RADIO (:15s)

4-weeks 400.0 800,000 $9,600

Fox

1,282,928 $8,290 Milwaukee 3,000,000 $9,500 Rockford 400,000 $3,000 $149,040

NEXT STEPS

SEAN KENNEY EXHIBIT

APRIL 26TH – SEPTEMBER 30TH

May 6 Present buy/messaging to Zoo staff May 10 Approve buy May 6-12 Creative development May 13 Present to Zoo staff May 14-June 8 Production May 26 - June 8 Traffic assets NOTE: We will roll out buy as assets are complete

GENERAL MARKETING, WILD LIGHTS, MINORITY OUT REACH

JUNE

15TH – DECEMBER 31ST

June 16 Present buy and creative recommendations to Zoo staff

THANK YOU!