BUSINESS OBJECTIVE: The Zoo must generate broad awareness, understanding, and enthusiasm for the Better Wild, Better World Campaign among the St. Louis community to drive engagement and philanthropic support.
Currently, while the Zoo enjoys deep public affection, there may be limited understanding of the scale of investment required to sustain and grow its impact. The campaign video must transform affection for the Zoo into action—inspiring people to give, advocate, and share in this vision for the future.
The video must:
- Create emotional resonance that reinforces pride in the Zoo as a vital part of St. Louis’ identity.
- Clearly communicate why this campaign matters now.
- Inspire confidence that the Zoo’s vision is achievable and worthy of investment.
- Establish a sense of collective ownership: “This is our Zoo, and our moment to shape its future.”
The video should serve as a centerpiece of the campaign launch that inspires community pride, conveys urgency, and sets the tone for all subsequent fundraising and communication efforts.
TARGET AUDIENCE: St. Louis area residents, families, Saint Louis Zoo members and visitors, civic and business leaders, philanthropic individuals and families, potential major donors. Also, broader regional audiences who appreciate conservation and the Zoo as a cornerstone of St. Louis pride and quality of life.
ASSIGNMENT: Produce a 1–2 minute campaign video to be used across the Zoo’s website, social media, and presentations. We are looking for a full-service partner to script, storyboard, film and edit the campaign video and deliver as an .mp4 or .mov.
Key elements:
- The video will be structured in three segments: Opening (15-20 seconds) Endowment (15-20 seconds), Destination Discovery (45-50 seconds) and WildCare Park (45-50 seconds) and a closer. These are just estimates and times can be adjusted.
- Include two to three recognizable celebrity voiceovers; the selected firm will be responsible for securing talent contracts.
- On-site filming at Saint Louis Zoo (Forest Park) and Saint Louis Zoo WildCare Park, plus interviews with key Zoo personnel. (The Zoo does have a library of b-roll assets if needed.)
- Align with Zoo branding guidelines for visual and tonal consistency. (Zoo in-house creative services can assist if required).
DELIVERABLES
- A 1-2 minute video
- Clip kit of B-roll to share with the Zoo
SUCCESS MEASUREMENT: A successful video will be of the highest quality that gets the community excited and supportive of the Zoo’s new campaign.
