Indianapolis Zoo and Indianapolis Power

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Indianapolis Zoo and Indianapolis Power Light
Company

• August 2005

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History Indianapolis Zoo

• Celebrated 40th anniversary in 2004.
• 18 years in Downtown Indianapolis.
• 64-acre campus.
• 378 species of animals and 1,860 specimens.
• 25 endangered or threatened species.
• Attendance hit an all time high of 1.2 million
  visitors in 2004.
• 2005 research shows Indianapolis Zoo is a top
  venue to visit.

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2005 Awareness, Attitude and Usage Research Study

• Results
• 85 of respondents visited the Zoo once.
• 56 of respondents visited the Indianapolis Zoo
  in the past 3 years.
• Only the Circle Center Mall rated higher at 73.
• 84 rated the overall visit as excellent.
• Median number of visits in 3 years was 3.

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IPL Relationship with the Zoo

• Since 1989, IPALCO supports the Indianapolis Zoo,
  creating a partnership that spans 15 years.
• In 2002, IPL sponsors new event - IPL presents
  Zoo Years Eve.
• In 2004, IPL presents Seahorses at the
  Indianapolis Zoo opens.
• IPL executives active on Zoo Board and
  Committees.
• In 2006, AES Corporation Presents the
  Indianapolis Prize Gala.

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IPL Employees Active withthe Indianapolis Zoo

• Ann Mutlow, Board Member and Board Secretary,
  receives gift from Zoos CEO at the Seahorses
  opening reception.
• Greg Fennig, member of Corporate Gifts Committee,
  participates in Annual Golfari event.

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Case Study

• Situation

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IPL Sponsorships

• 2002 IPL engages in three-year sponsorship of a
  new event Zoo Years Eve.
• Over 3,400 visitors in attendance make the first
  two years of Zoo Years Eve a success.
• At the end of the second year, IPL interested in
  a high impact sponsorship.
• In 2004, IPL signs on as new Seahorses exhibit
  sponsor.

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Indianapolis Power and Light Company presents
Seahorses at the Indianapolis Zoo

• Seahorse exhibit opens with the
  largestcollection of seahorses in the country.

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• Case Study
• Sponsorship
• Relationship

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Sponsorship Collaboration

• Case Study
• Indianapolis Zoo
• Joint News Releases to regional media.
• Exhibit launch reception for members and donors.
• Integrated Marketing Campaign ties-in IPL.
• On-grounds presence.
• Indianapolis Power Light Company
• 120,000 investment paid over three years.
• Intra-Departmental involvement.
• Joint News Releases.
• Themed 500 Festival Parade Float.

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• Innovative advertising campaign generated
  tremendous media attention for IPL and the Zoo.

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• Indianapolis Power Light Company headquarters
  is featured in advertising campaign and is
  thefocal point in billboards and print ads.

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2000 2004 Comparison Earned Media - Print
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2004 500 Festival Parade

• Indianapolis Power Light Companypresents
  Seahorses float wins award.

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• Case Study
• Outcome

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2002 2005 Same DayAttendance Comparison

• Indianapolis Power and Light presents Seahorses
• opens to record crowd.

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2002 - 2004 Attendance Comparison March -
December
IPL Seahorses Exhibit drives attendance up by 5
over 2003 attendance.
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Indianapolis Power and Light Company presents
Seahorses powers a big ROI.

• Indianapolis Zoo delivers over 300,000 in value
  to Indianapolis Power and Light Company for the
  Seahorses partnership.
• Total Return on investment (ROI) 2.5
• (excludes earned media)

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AES Supports the Indianapolis Zoo
AES sponsors the Indianapolis Prize Gala
eventSeptember 2006
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Other Merchandising

• Note Pads
• Direct Mail postcards
• Staff T-shirts
• Tattoos
• Buttons