Services: Hispanic market consulting, research, media strategy, planning and placement, creative services (radio, TV, direct mail), list services, LMA acculturation methodology™, Path to Insight™
Latino Targets: Confidential, various segments of the Latino market were approached
The Chicago Zoological Society, the 5th largest zoo in the country, wanted to increase the number of Latino households participating in their Zoo membership program and attendance at the zoo.
We employed our Path to Insight™ process to gain an understanding of the membership program, past experience, current infrastructure, available research, objectives of program as well as conducted additional demographic research to identify geographic priorities. Additionally, the LMA acculturation methodology™ was used to develop the overall strategy for the zoo's Latino targeted initiative. As part of this strategy, targets were defined, messaging was recommended, positioning for the zoo was established, and creative concepts were created. The Latino oriented direct mail program was tested against the English control group.
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• Strategy approach & overall strategy
• Market positioning
• Identification of key Latino targets
• Key, resonating messages
• Radio & television spots for audience development
• Bilingual direct mail pieces for membership
recruitment
• Bilingual renewal postcards developed
Due to the strategic nature of our work specific
results are confidential.
• The Latino membership acquisition program is
heading into its fourth year
• The Latino oriented direct mail outperformed the
English control group, continues to increase the
membership base at the Zoo
• As far as audience, visible increase has been
experienced |
