Creative Brief: Bug Bungalow 

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Why are we communicating?

We are communicating the opening of this exhibit that will heavily expand the butterfly exhibit by adding many more specific bug exhibits from insects all around the world. Their goal is to bring in local and nonlocal families by adding this exhibit. 

Who is our target audience?

Our target audience here are parents of families. These families are the type of people who are active and like to do things outside, the same families who are going on hikes, walking trails, fishing, etc. They live within a few hours of Lincoln, making the zoo a worth-while day trip, and they are families/parents with children aged 3-12. More specifically moms ages 28-45 with children because they are more likely to be planning this family outing. These families don’t have to have extremely high incomes to afford to take their children to the zoo, so there are quite a range of occupations that they may have. However, some amount of time off is required to take their children to the zoo, especially if the children’s zoo is out of town for them. 

Given our reasoning for communicating, what’s the single most important thing we know about our target audience?

The most important thing we know about our target audience is that they are family oriented, and want to give their children. Parents want guilt-free activities that make them feel they’re enriching their kids’ lives while also creating memories.

What does our target audience currently think about our product?

After looking through reviews of the Lincoln Zoo on various platforms I have learned that visitors of the Lincoln Zoo generally enjoy their time and they appreciate the expansions that have happened in recent years. They have a 4.7 star rating on google reviews, and a 4.2 on Yelp. Most of the complaints are because the animals were not out, or because they struggled with the map. 

What do we want our audience to think about our product?

We want the audience to think that the Lincoln Zoo and their new Bug Bungalow is a way for families to spend time with each other while their children experience hands-on and entertaining learning outside. They should think it is worth the day- trip. 

What basic promise addressing the target’s self-interests can we make to guide our target to that new understanding of our product?

The Promise: The Bug Bungalow will expand the excitement, education, and family fun of the Lincoln Zoo by giving children the opportunity to see, feel and learn about insects safely, up close and in person. 

What evidence supports our basic promise?

 

• Studies show that experiencing live animals is the best way to learn about them. 

• There are numerous benefits like physical activity and strengthening emotional connections.

• Taking your children to the zoo can encourage children to care and develop empathy and understanding skills.

What tactics and media should we use to communicate this information? Why?

 

• Local media like public radio and tv will be essential for the demographic we are trying to reach. 

• Along with that, social media outreach; posting BTS footage of the new bug bungalow for example. Facebook and Instagram will be the most important social media outlets, attracting middle aged people, and parents. 

• Create an event for the opening of the new big bungalow similar to “boo at the zoo” or “lights at the zoo.” Possible name: “buzz at the zoo.” 

• LPS and the Lincoln Zoo collaborate and LPS distributes discounted tickets for kids (incentives, class awards, etc.), that would catch families attention and bring more people to the Bug Bungalow.