Campaign Imminent: San Diego Zoo Wildlife Alliance taps direct response AOR (Score 24)

Sales Lead: The San Diego Zoo Wildlife Alliance recently selected Moore as its direct response AOR.

• The agency's CDR division's marketing strategists will lead the account, with its SimioCloud division serving as the technology infrastructure.
• Moore will manage all direct response programming and integration across channels.
• It will utilize a strategic omnichannel strategy to include list brokerage, list cultivation, media buying, data processing, mail production, mail distribution, and marketing.
• We predicted that the Alliance would conduct other agency reviews after appointing creative AOR David&Goliath in April 2022.
• The company will likely:
  • Launch a new campaign
  • Shift strategy
  • Continue increasing spend (one might say it definitely does not seem to be conserving spend, at least for the joke)
  • Seek additional new agency partners
• Target demographic: 
  • A very wide target demographic ranging from Gen-Z through boomers

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the Alliance has spent approximately $11.8k on national TV commercials, already more than 4x the approximately $2.7k spent in all of 2022.
    • By this point last year, it had not yet utilized this channel.
  • Last year: The organization spent around $2.7k on this channel in 2022 after having spent about a third of this, around $965, in 2021.
  • 2023 ad programming: The Alliance's 2023 commercials have targeted Gen-X and boomers watching shows such as Bugs Bunny and Friends, MLB Baseball, SportsNite, The Tom and Jerry Show, and FOX & Friends First.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The organization has allocated roughly $88.1k toward digital ads YTD, more than 4x the roughly $20.1k allocated by this point last year.
  • YTD data: Since the beginning of 2023, the Alliance has earned ~24.8m digital impressions via Twitter (91%), YouTube (6%), and desktop display (3%) ads.
  • Last year: In 2022, the organization's estimated full-year spend decreased by 15% to $89.5k from that of $105.9k in 2021.
• Additional channel insights  
  • The Alliance invests in Google Ads along with print, digital, OOH, and local broadcast.
    • It also started utilizing radio ads in 2022 for the first time since at least 2020.

Additional agency insights:

• Opportunity: Additional (or one might say Moore) agency reviews could follow this one, so reach out soon to be top-of-mind.
• Current agency roster:
  • ​​​​​​​Moore (CDR): Direct response AOR (June 2023)
  • David&Goliath: Creative AOR (April 2022)
  • Hearts & Science: Media AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.​​​​​​​