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

By Abny Santicola

Says Becky Zahrly, director of membership and annual giving at the L.A. Zoo: “Boy, as soon as we started honing in on the children’s lists — which seemed kind of obvious — our results really came up.”

Testing the waters
Having zeroed in on the
target market, Schultz & Williams developed several different test packages — two-color, four-color, larger pieces, some with brochures, some with traditional inserts, some focusing exclusively on big openings and events at the zoo, and some linked to seasons — and tested them through the spring
and into fall 2003.