The concept of channeling is discussed in
terms of tailoring messages to audience self-interests. The NEW ZOO (real Green
Bay Zoo) wants to increase memberships and donations. Develop the message theme
for the following audiences:
a. Business and industry: Donations to the zoo and more memberships
would increase the amount of people in the area, and in turn, more purchases
both at the zoo and surrounding areas. Sponsorships would be a possible
opportunity for both the zoo and the businesses, through donations as well.
b. Teachers: The theme would be an encouragement for
schools to get memberships for field trips, or overnight trips. The trips to
the zoo could be incorporated into the curriculum where students would have a
fun, unique, hands-on, learning experience.
c. Parents: The theme would be the highlighted benefits that come with purchasing
a Family Zoo Pass, such as free zoo admission and discounts on birthday
parties, at a cheap price.
d. Environmental and conservation groups: The theme would be the
ability for increased education opportunities at the zoo. With donations, the
zoo may be able to show more events like the amphitheater presentations, live
feedings, and chats. More memberships would be
more people able and willing to learn more about the animals.
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