Evaluation Of a Local Advertising Campaign

1. Evaluation Of a Local Advertising Campaign By Josh Harding, Itai Zarkaynai and Ruben Landeros

2. The Story Thus Far... • Years of under funding has caused the Chaffee zoo • to seriously deteriorate, immediate repairs in the millions are needed. • Many large exhibits have already been closed such as the Polar Bears, Gorillas and Lions. Now the zoo is at risk of losing it’s accreditation with the AZA (American Zoo and Aquarium Association) which also means the loss of all of its large animals. • With government funds unavailable, private citizens have stepped forward to push for a ballot initiative called measure Z, which will ultimately decide the future of the Chaffee Zoo. • David McDonald, CEO of Pelco has dedicated his companies vast manpower and resources to funding and operating the “Save Our Zoo” campaign, the driving force behind measure Z.

3. The Message • Measure Z is a ballot initiative put forth to Fresno county voters to • approve a one tenth of one percent sales tax for ten years with all net • proceeds dedicated exclusively to the zoo. • Annually it will raise an estimated $7-8 million dollars for the zoo. • The revenue will establish a non-profit corporation to run the zoo, so the money will not ever go through local government. • The “Save Our Zoo” campaign has drawn around 1,700 registered volunteers and gained widespread attention and support from it’s promotion and advertising through various media.

4. Broadcast Media • Local TV stations have covered the campaign’s various events as well as interviewed representatives about the measure. It has been featured on channel 30, channel 21 and most other local stations. • Charles Looney Advertising has produced several commercials showcasing the zoo, though due to political restrictions they cannot comment on the measure only provide information on it. • Radio Stations such as KJEWEL, KISS FM and KMJ, have featured representatives of the campaign on various talk shows and forums.

5. Print Media • Outdoor Advertisement • To date over 100,000 signs have been distributed by volunteers. • The signs cost $3 to make, they are produced by Pelco. • Local businesses Lithia Honda and Pharney Automotive Group have donate space on their digital billboards for the campaign. • Newspaper • Various articles and editorials in the Fresno Bee have voiced support for the “save our zoo” campaign. • Local companies such as Gottschalks have sponsored advertisements in the Bee. Tracking the progress

6. Promotion/PR • Volunteers have made many appearances at regular events such as the Farmers Market and also special events like the Rock N’ Rod Revival. • Volunteers operate booths in high-traffic areas of the city, such as River Park, in order to educate the public to the details of measure Z as well as recruit more volunteers. • On September 11 a rally at River Park was held to mark the ‘official’ kickoff of the ‘Save Our Zoo’ campaign. Just as much effort was made to reach out to the children as well as the adults. Live entertainment, music and animals greeted and drew in many passer-bys. • RiverPark Rally Photos

7. The Online Effort Save Our Zoo Website • Site was designed by Pelco employee volunteers to supplement their campaign. • It provides information regarding their mission, ballot initiative, upcoming events, endorsements by various officials and information for those wishing to volunteer their time or acquire campaign materials. • The site is available in HTML or Flash, it is straight forward and easy to navigate.

8. Have You Seen It? • Survey of 50 people at a “Save our Zoo” rally in River park. • Asked whether they have seen/heard the campaign in the following media. • Of those surveyed 20% heard about that day’s event through some type of advertising.

9. Our Ratings

10. Thank You! Information and Nosey Logo courtesy of Save Our Zoo and Pelco