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CASE STUDIES Palm Beach Zoo
CASE STUDIES Palm Beach Zoo
| Palm Beach Zoo |
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West Palm Beach, Florida Marketing and fundraising planning, branding, public relations, campaign management Charlotte began her relationship with Palm Beach Zoo when she was COO and Marketing Director of the Palm Beach County Cultural Council in the early 1990s. As she was forming her first consulting firm, the Zoo’s board was determining the need to focus significant energy and effort into making the Zoo a wonderful place to visit with family and friends. The board hired Charlotte and her colleagues to conduct a feasibility study to determine the prospects for a successful campaign. Based upon the results of that study, the Board then chose to tackle a $20 million dollar campaign to redevelop its 26 acres into the cultural treasure that we know today. Unsure about how to go about successfully raising multi-millions of dollars, Executive Director Bob Callahan and his Board hired Charlotte and her team to plan and execute the campaign. Over a three-year period, Charlotte directed her team’s efforts and significantly increased public awareness of the Zoo through a renaming/rebranding strategy. Her team also worked closely and diligently with the Zoo’s staff and volunteer leadership to raise more than $22 million, and successfully launch its future.
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