Client: The Memphis Zoo

Projects: 1997 through 2001 Zoo Rendezvous

Challenge: Create long-term excitement and support for the Memphis Zoo's largest annual fundraiser, Zoo Rendezvous.

Strategy: To help the event grow from year to year, the marketing theme had to act more as a brand. It had to change and grow every year, yet provide instant recognition for the annual event.

Execution: Good created the original concept over 5 years ago. Keeping with the animal nature of the Zoo and the food theme of the event, each year a new design is developed which depicts a feature animal made completely of food elements.

Teamwork is the key to this promotional effort. Each year Good works with illustrator Larry Pardue, Chip Pankey Photography and Jaco-Bryant Printers to develop the key imagery and marketing materials.

Results: The 1997 event netted over $200,000 followed by over $375,000 in 1998. The 1999 Zoo Rendezvous was the Zoo's best revenue producer to date, attracting more than 4,000 attendees and netting over $525,000 in revenue.