1. Danielle Demick
Advertising Proposal
By DeeDee Advertising

2. Company Analysis
The Detroit Zoo is a well-known organization that most people have been to at some point or another.

3. Consumer Analysis The target audience is families
Strong emphasis on mom’s because they are often the ones who make plans

5. Consumer Analysis Continued
People want more interactive exhibits
Elephant keys are a core memory for adults
Reputation of zoos not as bad as initially thought

6. Product Analysis Financially strong Well known
Not on top of consideration list

7. Star Product Analysis Polk Penguin Conservation Strengths:
First of it’s kind
30 new penguins
Weakness: not enough awareness

9. Creative Brief Summary
Objective: want to increase consumer preference and raise annual revenue
Current situation: Not strong or weak, just stuck in a safe position
Consumers’ perception of the brand: dull and boring
Target Audience: families
Key consumer insight: People want more interactive and educational exhibits
“Come visit any day and enter a new world”

10. Zoo Ad Appeals
• Ego-defensive appeals: external threat, social support, and authority • Instrumental appeals: unmet needs, rising expectations

11. Star Product Appeals
•Value-expressive appeals: based on ideal self-image and need arousal •Ego-defensive appeals: external threat, social support, and authority

12. Print

13. CAN YOU HANDLE IT?
Warning: 30 new Gentoo's being transferred in for the new penguin exhibit at the Detroit Zoo.
It’s the beginning of the end. Opening April 18, 2016

14. Give Your Children Something To Smile About.
Let their imagination become reality at the Detroit Zoo

15. TV Ad Ideas

16. Radio
Second Duration: 15 seconds Client: Detroit Zoo Subject: New Polk Penguin Conservation Agency: DeeDee Advertising ANNCR: Are you ready? SFX: RUMBLE getting louder ANNCR: Because they are coming. SFX: RUMBLING ANNCR: 30 new penguins, the fastest in the world, are coming to the Detroit Zoo. Watch them swim, dive, and hop like you’ve never seen them before! Starting April 18, the penguins will be back in the new Polk Penguin Conservation, better than ever.

17. Media: Facebook Ad

18. Media: Mobil X
HAVE YOU MET SIMON?

19. Summary & Conclusions

20. Why Choose This?
It’s fun, interactive, and makes parents feel a strong emotional connection
Worked closely with the product and know it inside and out