Case study · Video & storytelling
Zoological Society of Milwaukee
Asked for conventional volunteer training videos, we made something else entirely: a series of deeply personal stories that repositioned the Milwaukee County Zoo as a thought leader across the entire Association of Zoos & Aquariums.
Not training videos. Stories.
The challenge
The Zoological Society set out to revamp its volunteer education through a video series, and initially envisioned conventional training footage. We saw a bigger opportunity: to show the people behind the brand, and the care they bring, in a way that would connect with the whole community.
The approach
We won the RFP on an unconventional pitch: pivot from training videos to storytelling. Rather than instruct, we showcased the passionate individuals behind the scenes, the intimate relationships between caretakers and animals, positioning the Society as caring curators of their own brand. The result was five deeply personal stories, featuring a zookeeper and four dedicated volunteers.
The outcome
deeply personal stories that repositioned a brand.
“Ryan and Brian were awesome to work with. Everybody that talked to them raved about how nice and professional they were. I can’t say enough about how great this experience has been. This project is truly a highlight of my career.”
Lynn Wilding · Volunteer Program Manager, Zoological Society of Milwaukee
Related
Storytelling that makes a brand findable and loved sits right alongside our discoverability work. See more in selected work, or start with your AI Mention Report. Visit the Zoological Society of Milwaukee ↗.
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