PROCESS Intermediate Visual Communication 1 Project 2: Campaign for MI Tourism
Eugene Park
Int. VisComm I Project 2 Campaign for MI Tourism Campagin: Detroit Zoo - “Zoo Boo” Target Audience: Families: Adults with children (8-12)
PRE-DESIGN PHASE
PROJECT BRIEF CONTENTS
GOAL/MISSION STATEMENT
MISSION
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Demonstrate leadership in wildlife conservation and animal welfare. Provide a broad audience with outstanding and unique edu cational opportunities tha lead to the appreciation and stew ardship of nature. Inspire our community with engaging, meaningful and mem orable experiences. Provide innovative zoological facilities that contribute to the region’s economic vitlaity. Demonstrate organizational excellence consistent with a commitment to outstanding service, progressive resource management and enviornmental leadership.
PRE-DESIGN PHASE
What is Zoo Boo?
The Detroit Zoo’s annual “merry-not-scary” Zoo Boo celebration features a festively decorated half-mile trick-or-treat trail through the front of the park. Live, friendly entertainment awaits your costume-clad little ones in the Zoo Boo Revue tent, and they will be delighted to try their luck at the Ghouly Games Tent. Be sure to stop by the Haunted Reptile House and visit the ghosts and goblins that have made the Holden Reptile Conservation Center their home for the holiday season. And don’t miss the Zombie Zone featuring ghostly games and spooky activities sure to send a chill up your spine!
Goal for the project!
From this project, I want to create 5 communication pieces that is applicable for both chilren and parents. To inform and make them feel excited about Zoo Boo event.
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Int. VisComm I Project 2 Campaign for MI Tourism
PRE-DESIGN PHASE
EVENT DESCRIPTION WHEN?
2014 October 10-12, 17-19, 24-26 (rain or shine) *Event occurs weekly on Friday, Saturday, and Sunday. Friday 6-8p.m. Rest of Weekend 5-8p.m. *Gates close for entry at 8 p.m.
COST?
Advanced tickets $8 per person age 2 and up. At the gate tickets $12 (very limited) Parking $6 *Zoo members can purchase tickets starting September 2. General public tickets go on sale October 1. Link to webstore: https://store.detroitzoo.org/webstore/shop/ViewItems. aspx?CG=OTS&C=ZBOO
WHERE?
WHAT?
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Detroit Zoo 8450 W. 10 Mile Road Royal Oak, MI 248) 541-5717 Zoo Boo Revue Tent Ghouly Games Tent Haunted Reptile House Zombie Zone Wild Adventure Zone: (4-D Theater or Simulator Ride $5 per person , $7 if you choose both)
PRE-DESIGN PHASE
AUDIENCE ASSESSMENT Michigan Population is 9.9 Million. Out of 9.9 Million 12.9% are age between 35 to 44 that is 1.3Million which is similar to age range for Generation X.
My specific target group Generation X mostly has families with children age 8-12. Here are some characteristics listed for Generation X. - 89% people uses Internet regularly. 70% of people use social network - Grew up with highest divorce rate. - Age 33-45
Profile of Generation X internet users in the US 5
Int. VisComm I Project 2 Campaign for MI Tourism
PRE-DESIGN PHASE According to Halloween Safty, a national survey, Nine in ten parents 9 in 10 parents participate in halloween activities. Here are a bar graph of acitivities in Halloween that children participate.
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PRE-DESIGN PHASE
STRATEGY DESCRIPTION IDEA: According to Research of the future of children, they consider middle 1 childhood (Age 7-11) is the time when there should be exposure to social
comparison. “The involvement in organized activities that begins during these years, introduces children to new social roles in which they earn social status by their competence and performance.� STRATEGY: From this research, I thought about infoming parents about the imporance of the outdoor activities in the design materials.
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Int. VisComm I Project 2 Campaign for MI Tourism
PRE-DESIGN PHASE
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IDEA: Since Generation X has high envolvment of internet useage. Make a one page interactive web page for the event so the target group can visit the site for detail information and get the sense of the enviornment before they come. STRATEGY: + Providing image slide + Simple & fun interaction website for kids + List detail information and links to video and articles
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IDEA: Graphic advertisement for SNS. STRATEGY: Make different sizes and contents that are appropreiate for each social network services.
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PRE-DESIGN PHASE
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IDEA: Send a gift/postcard to the members to remind about the event STRATEGY: Monsters? Animal? origami with event information.
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