The Wildlife Conservation Society, a wildlife and wild places conservation organization, manages five parks in New York City: the Bronx Zoo, the Central Park Zoo, Prospect Zoo, the Queens Zoo, and the New York Aquarium. They also manage the conservation efforts of more than 2 million square miles around the world which includes over 500 field conservation projects in 65 countries and more than 200 Ph.D. scientists. The Wildlife Conservation Society wants to expand their reach through multiple platforms, engage people in their mission and goals, grow attendance at their parks, improve the impact of visitor experience at their parks, and "develop targeted education programs to engage communities in New York City" (WCS, 2015).
Using fictitious testimonials from Bronx Zoo campers, I created a series of conceptual testimonial advertisement postcards for New York City public school students in pre-kindergarten through 12th grade to promote the Bronx Zoo's summer camps. The postcards feature a testimonial from a camper, accompanied by a photograph of the camper, with the phrase "I get to be ____ at camp!" The conceptual advertisements are part of a larger campaign in order to increase engagement with New York City students and their families. The artwork for the postcard campaign can also be used as classroom posters for New York City public schools, full page advertisements in city wide publications, as signage throughout the city on billboards, as signage at the Bronx Zoo, and as other promotional materials such as flyers and brochures.
The brainstorming session began with sketching ideas for who would represent the Bronx Zoo for a testimonial advertisement campaign. The extreme user (the annual passholding family), animals of the zoo, objects that represent the Wildlife Conservation Society scientists, a celebrity (Alex, from the Dreamworks movie Madagascar) and the ironic person (a mouse that lives at the mouse exhibit instead of living in the city) were examined. After developing these concepts further, and after feedback, it was decided not to use these concepts because they lacked a cohesive message for the brand. Instead, it was decided to focus on one program at the Bronx Zoo, the summer camps, and it was decided to use a thematic approach to the designs.
The original sketched ideas and the first draft of comps didn't work well as testimonial ads for the nonprofit, Wilderness Conservation Society. After reflection on feedback, it was decided to focus on one group of demographics, New York City public school students. It was also decided to focus only on the Bronx Zoo and to feature three separate summer camp programs. With a clear target audience, and a previously defined persona, a stronger message was created for the organization. A series of advertisements featuring testimonials from camp participants that feature three separate camps at the Bronx Zoo was created. The advertisements can be sent as postcards to students in the New York school system to promote the summer camps. The designs can work independently of each other or they can be used together in a promotional campaign for the Wildlife Conservation Society's Bronx Zoo. The colors used in the designs are taken from the Wildlife Conservation Society's logo and the font used, Futura, is used on the Bronx Zoo's website and other marketing materials. Using the colors and fonts of the organization keeps with the branding of the organization. To keep the designs related to each other, each graphic contains the same layout and same style structure. They all use black and white imagery to remove color clutter and to make the organization's branded colors stand out. Each ad features a testimonial using the same format: "I get to be ____ at camp" and feature a photograph of a child with an animal expressing similar emotions. This imagery enhances the message of the testimonial.