Caldwell Zoo
Branding unification across all media to generate engagement.
A beautiful center for zoology wanted to do more to engage the community.
The Situation
For over 70 years, this elegant zoo in Tyler, Texas has quietly gone about its business as a valuable resource to its community and a global leader in wildlife conservation. But it was time to do more for their community. It was time to evolve and grow.
Over the decades, this graceful, yet unassuming institution followed a clear principle, “If we can connect people with animals, then we can make them care. Then, together, we can protect them for generations to come.”
But times change. Technology has expanded across the globe and people are more distant from nature than ever before. People spend more time on cell phones than they do outdoors. And wildlife needs help more than ever.
The Mission
To do more for animals, the Zoo needed to expand its reach. We needed to do what was against their nature- we needed to make some noise. We needed to increase brand value so that more people were aware of the great work being done.
Connect with more people. Create a reaction. Get them involved. Do more.
I feel like this could be worded differently for clarity.
The Obstacles
The Zoo had no experience in calling attention to itself. Although it was highly respected by its peers, the public had no idea of all the good work being done. No advertising tradition. No consistent marketing. No real social media presence. We needed to grow all aspects of communication. They were great at their job. But we stepped in to make some noise and promote their good works.
The Solution
Build to the brand. Make people notice. Convince people to care. Increase community support and grow revenue.
We needed to get everything in place–the brand, the mission, the media, and all forms of communication.
We created a fresh, strong brand ID, an all-new website, followed by ads, public relations, stories, reels, signage, graphics, and updated the staff apparel.
The Results
Record breaking revenue and exponential growth in exposure.
Despite COVID and the inability for guests to actually visit the zoo, income increased. The social media presence more than tripled as did donations. Media coverage expanded across the nation. This once unassuming zoo is quiet no longer and now fully empowered to fulfill its mission to connect people with nature and save wildlife.
