Member Engagement

Detroit Zoological Society

Successful change of a communications strategy


The Detroit Zoo determined that converting its current member newsletter into a quarterly magazine format would be a more effective member communication platform, but this daunting task raised concerns. Key considerations included developing exciting and relevant content as well as improving efficiency, graphic design and print quality, accountability, and cost-effectiveness — all while increasing member engagement. Compound that with managing the various vendors needed for outsourcing publication content development and project management, and you can understand their concerns. This raised the question: Will the cost savings of outsourcing offset the internal resources needed to manage multiple vendors?


They found a solution to all of their concerns at Phoenix Innovate. We provided the advantage of leveraging all the core disciplines under one roof:

  • Consultation
  • Project management
  • Creative
  • Photography
  • Writing
  • Print
  • Mail


The new publication contained fun and interesting content, creating a deeper connection with members while educating them on the organization they support. The response was overwhelmingly positive:

  • Exceeded client expectation for quality and cost
  • Increased membership engagement


Detroit Zoo Habitat Magazine Creative
Creative: Habitat Magazine