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

By Abny Santicola

Schultz & Williams put Creative Director Laura Esposito on the job. In addition to sub-par response rates, the control the zoo was using when Esposito took the reins was “very dated looking.”

“[It was] kind of jumbled, and there were a lot of pieces that were only printed on one side,” she says.

Enlisting new lists
Traditionally, the L.A. Zoo primarily had mailed to donors on conservation and California state parks lists, and on lists for animal supporters and nature lovers.