St. Paul Division of Parks and Recreation/Como Park Zoo

Project description
Feeding hundreds of animals is just one of Como Park Zoo's many expenses. To fund the zoo, the St. Paul Division of Parks and Recreation had relied primarily on taxpayers throughout its history. Yet the reality was that most zoo visitors were coming from outside the city, and the zoo's resources were stretched thin. Zoo leaders decided to implement a voluntary donation system, but wanted to maintain the zoo's reputation as a free public attraction.

Why they came to Goff & Howard
To sustain the goodwill of the community, zoo volunteers, and the public, parks and recreation officials turned to Goff & Howard for help in communicating why the zoo needed additional funding.

How we have assisted them
We helped develop key messages and a brochure, made media pitches, and coordinated a creative media event featuring favorite foods of the zoo animals atop white linen tablecloths.

Results
The amount that has been voluntarily donated to the zoo has far exceeded expectations. Support from the community, zoo volunteers, and the public continues to be strong.