The L.A. Zoo tames its control and finds success with a simpler approach.

By Abny Santicola

With this package, Schultz & Williams took that challenge and capitalized on it, creating a package that, due to its focus on value rather than on one event, new exhibit, new animal or season, is more evergreen than those it was tested against, Harrington believes.

As the zoo grows and changes, so does its general marketing mix.