The Roger Williams Park Zoo has put its advertising account up for review.
To date, the zoo has received about a dozen proposals from agencies in Rhode Island, Massachusetts and one in Portland, Oregon, according to Jack Mulvena, executive director of the Rhode Island Zoological Society.
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The Providence design firm of Lukens, Boostrom and Clark, Inc., took over the pro-bono account last March when the zoo’s agency of five years, Leonard/Monahan, closed its doors. LBC will be included in the review, Mulvena said.Mulvena stressed that the zoo has had “an outstanding relationship with Leonard/Monahan and LBC.”
“In order to keep the process fresh, we thought that we would go ahead and entertain ideas from other agencies,” he said
The zoo was expected to have narrowed interested agencies down to three by the end of last week. Finalists will be asked to make presentations by Dec. 16., Mulvena said.
The zoo budgets between $110,000-$115,000 a year for advertising, Mulvena said. The agency of record will be expected to perform the creative work for free, negotiate production costs and buy media in bulk whenever possible, he said.
A major goal of the zoo is to “stretch our exposure out through the course of 12 months,” Mulvena said. “We want to better promote that the zoo is open year-round because (it’s) is a great place to visit year round,” he said, adding “a lot of people don’t realize that even in Rhode Island.”
