Target
The zoo being an old establishment, this means that it already have its customers. And these are the customers we have to capitalize on, without causing a negative impact on them but just a positive one.
While we were choosing our target group, we had so many positive thinking behind us. We decided to take on the family as our target group. But taking into great considerations that a family is built of different members being separated by age group, so we went for the children between 6- 12 years. Primary this is the group which enjoys more the adventuring of the likes of the zoos.
By communicating to the group without driving them far from our appeal, we chose to reach them through the media that is internet. Our primary concern in appealing to them mainly was through visual communication. By this we could get our ideas to them most especially through graphics rather than writings (texts). More text into our appealing process would actually just drive them from us as they have no time to read, they understand better visual messages than text.
One thing that we did not forget about in our communication to them was the adults. These are a driving force behind them and they are also decision makers. In our analysis to the family group, which was a random face to face process, almost all the results showed that when it comes to outdoor activities within the family, they too had a common place of searching the useful information needed and this was the internet.
Therefore we decided to balance our design but still in a simple way both to suit best the 2 parties that constitute the family without altering our message. The message was clear and crystal open. Graphics are always folding out with new amazing adventures/seens and a great story to tell. Page to page, our message is strongly and in a simple stunning way is openned. It all drives them to one goal- needing to see our graphical story in reality, and where? The arctic ring in the heart of Copenhagen is finally in the zoo. Copenhagen zoo is the answer.
Are you having two very different target groups? Kids 6-12 years of age, and parents?
ReplyDeleteI don't understand how you can talk at the same time to both groups. They are very, very different. I think you should make a decision on the target group.
Rock on, Mike