Going (Less) Wild
The L.A. Zoo tames its control and finds success with a simpler approach.
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“We shifted the copy toward, ‘Here’s the great value in it for you,’ of spending family time, of spending less than you would spend at other entertainment attractions in Los Angeles, and just really focusing more on what’s in it for the prospective member rather than why you should support the zoo,” Esposito says.
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Abny Santicola
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