case study

Opened in 1966 and situated on 133 acres, the City of Los Angeles’ Zoo & Botanical Gardens nurtures wildlife and plant species, and provides enriched cultural and educational experiences for visitors of all ages. The zoo’s goals for animal welfare, conservation, and visitor engagement are supported by the Greater Los Angeles Zoo Association (GLAZA) through its special events, volunteer programs, visitor services, community relations, and advertising. Working with GLAZA’s executive team, I developed and conducted an intensive six-month search for an integrated advertising agency to partner with them.

agency search, request for proposal, presentations, and final pitch

The goal was to identify an agency with strategy, account management, creative, media planning/buying, and public relations capabilities to help build the Zoo’s brand, grow awareness, and drive attendance. As part of the process, I developed a fit profile by interviewing internal marketing department executives on their workflow, communication processes, budget, and other criteria, and identified a pool of potential agency candidates throughout Southern California, inviting them to participate through an informal, open call Request for Information (RFI). After writing and issuing the Request for Proposal (RFP), I provided guidance every step of the way for the agencies and the GLAZA team, from facilitating Q&As, several presentation rounds and the final pitch, to GLAZA’s award of the account.