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

By Abny Santicola

“Their look is evolving,” says Esposito, noting that the zoo’s street banners, print advertising and billboards all tie into a new exhibit.

Zahrly hopes to work this new, branded look into direct-mail efforts.

“Our zoo doesn’t have a huge budget for advertising, but there’s some general-market advertising that goes out, and I really would like to be able to tie into that so folks see those same images in their mailbox.”

While tweaks and changes are on the horizon for the L.A. Zoo, everyone, especially Zahrly, is pleased with this mailing and conscious of the vital role it plays in membership development at the zoo. According to Zahrly, the zoo has reached an all-time high of more than 66,000 household memberships.