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The Chicago Zoological Society operates Brookfield Zoo, which receives over 2 million guests annually. They analyzed two key audiences - Latinos and African Americans - who are underrepresented among members and staff compared to the local population. Focus groups found that these groups value fun, active, educational family experiences at the zoo. To increase membership and attendance from these audiences, the zoo diversified advertising images, tested different marketing strategies and membership lists, and saw increases in Latino and African American membership households and non-member visits. Further steps include developing more inclusive messaging and examining membership offerings and on-site presentations.