Specifications include, but are not limited to: The Minnesota Zoological Garden (Zoo) is requesting proposals from marketing agencies for the purposes of advising and shaping its brand marketing strategy and serving as its creative services agency. The selected contractor will be responsible for: Developing the strategy, timeline and metrics of success associated with the brand broadening goals. Developing a brand marketing strategy that is inclusive of the Zoo’s mission and shifts from a primary focus on seasonal event-themed campaigns to a strategy that prioritizes building future (year-round) attendance and membership pipelines. Developing a comprehensive marketing strategy that focuses on growing key performance indicators including: overall brand awareness, transactional sales, gate admissions, memberships, gift cards, donations, event attendance, registration of camps and educational programs. Creation of an ongoing market research plan, including execution of plan and analysis. Developing a visitor marketing strategy that increases attendance to the Zoo from Minnesotans living in greater Minnesota. Creating and executing up to twelve (12) major creative campaigns per year. Being a strategic thought partner of the Zoo, supporting the Zoo with ideas, best practices, trends, research data, access and insight on industry benchmarking and marketing intelligence.
