Content Structures - Toronto Zoo

Content Structures

Christina Hough November 4, 2014

Descriptions of Zoo-Sponsored Outreach Programs Descriptions of zoo-sponsored outreach programs let visitors know how the zoo contributes to conservation efforts in the community through support and education. They are meant for general audiences; scientific jargon should be avoided or carefully explained, and educational jargon should be restricted to the educational resources section. The tone is clear and informative; the issue should be described with whatever gravity and urgency is appropriate, but be enthusiastic and hopeful in describing the projects goals. Content from this description may be used in other resources, such as listings of volunteer opportunities or educational resources.

http://www.torontozoo.com/conservation/greatlakesconservation.asp

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Christina Hough November 4, 2014

http://www.torontozoo.com/Conservation/tic.asp

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Template: Descriptions of zoo-sponsored outreach programs M = Mandatory, O = OptionalComponent Usage Writing Guidelines

Title M The title of the project or initiative

Image M Should be a photo or illustration related to the project. Choose one that conveys as much information as possible; for example, a project that focuses on K-12 education might feature children doing a related activity.

Description of the issue

M Briefly describe the issue the project seeks to address (100-200 words). Use the subheading, The Issue. This will likely be a conservation problem, though it may also focus on a community need or educational concern. If the issue is already described elsewhere, reuse that content.

Description of the project

M Description of the project (200-300 words). Should include the following: the goals of the project (consider using bullet points here), the activities the project will encompass, and key partners the zoo is working with. Keep the writing clear, accessible, and to the point. Use the subheading, What were doing.

Description of achievements to date

O If applicable, list the projects successes to date. Include numbers and statistics where available. May also include descriptions of past events related to this project. Use the subheading, What weve achieved so far.

Important dates O If there are public events associated with this project, list them here. Use the subheading, Important Dates.

Expiry date M (Not visible on the site, include as metadata) Date on which the content will be reviewed and either updated, refreshed, or archived. This will correspond to the earliest of the important dates where applicable.

Description of volunteer or participation opportunities

O If there are opportunities for members of the public to volunteer or get involved, describe them here. Phrase as, Were looking for Include contact information, and links to application forms or volunteer resources if applicable. Use the subheading, Get Involved.

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Christina Hough November 4, 2014

Project website/project blog

O If the project has a separate website or blog, include the URL here, and label it [Project name] Website, or [Project name] Blog.

Other media O If there is video or any other interactive media associated with this project, it may be included here.

Related links O Include links to related information or projects. In each case, the linked text should be the title of the linked content (ie. not click here). If there are two or more links of the same type, group them together under a descriptive subheading (eg. Related Projects or Learn More about Species this Project is Targeting). For each link without a subheading, include a 1-2 sentence description of the content and its relationship to the project.

Links to educational resources

O If there are resources for K-12 teachers associated with this project, link to them here. Group them according to grade level, and make sure the title of each link clearly indicates what kind of resource this is (eg. lesson plan, worksheet).

Contact information

M For each contact, specify 1) the job title of the contact, if applicable, and 2) the type of inquiry, if applicable (use the text, For information about _____, contact Each contact should include at least an email address, and preferably also a telephone number.

Partners O Use the text, Our partners: followed by the logos of any partner organizations.

Component Usage Writing Guidelines

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Christina Hough November 4, 2014

Category Descriptions of Zoo Conservation Initiatives Descriptions of zoo conservation initiatives will be grouped under broad categories relating to the type of problem they address. The Category Descriptions content type will introduce each category to website visitors, and provide a directory of related content. As with the Descriptions of zoo outreach programs, this type of content should position the zoo as concerned about conservation issues, and also as experts in biodiversity and animal care. The tone is both informative, and confident in what the zoo has to offer.

http://www.torontozoo.com/conservation/invasive.asp

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http://www.torontozoo.com/conservation/green.asp

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Template: Category descriptions of zoo conservation initiatives M = Mandatory, O = Optional Component Usage Writing Guidelines

Title M Title should denote the action the zoo is taking rather than the problem; for example, Conserving Habitats, Reducing Greenhouse Gases, or Re-establishing Endangered Species Populations. Use a gerund.

Image M Choose a photo or illustration related to the initiative or to the issue.

Description of the issue

M Briefly give an overview of the issue or problem that the zoo is addressing (200-300 words). These should be fairly broad issues that encompass multiple zoo research projects and/or initiatives.

Overview of the zoos response

M Give an overview of the zoos activities in response to this issue. Highlight any features or contributions that are unique to the Toronto Zoo. Use the title, What is the Zoo Doing?

Links O If there are one or more articles or other types of content in this category besides research abstracts, include a list of links here. Each list item will display as a card with an image and the title of the content.

Directory of abstracts

O If the only content associated with this category consists of research abstracts, you may list them here rather than link to a separate page. However, for each category it is strongly recommended that there be articles or other in-depth explorations of the zoos efforts in each area. If there are one or more articles or other types of content besides research abstracts, include the list of research abstracts on a separate page, give it the title [Category Title]: Research Abstracts, and include it in the list of links described above.

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Descriptions of Research Projects (Article Form) Abstract format vs. article format: There are two formats for describing research projects that may appear on the Toronto Zoos website: research abstracts, and general interest articles. An abstract provides an overview of the project and the names of the researchers. The tone is clear, direct, and appropriate for scientific discourse. An article is a longer, narrative format, with a more casual and inviting tone. It should be both educational and engaging for members of the general public, and offer insights into the research process. Articles may be written by researchers or zoo staff in the first person, or by another writer in the third person. In either case, efforts should be made to tell an interesting story. Make it personal: say not only what happened, but what the participants were hoping for, or disappointed by, or surprised at. What meaningful interactions took place? Were the participants satisfied by the results of their efforts? Are they looking forward to any next steps?

Abstracts:

http://www.torontozoo.com/conservation/habitat.asp#ELEPHANTS

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Article:

http://www.torontozoo.com/conservation/MadFishes.asp

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Christina Hough November 4, 2014

Template: Descriptions of research projects - article form

Component Usage Writing Guidelines

Title M This may include a fun title, and a more descriptive subtitle; for example, Mad Fishes: Tim McCaskies Survey of Endangered Fish in Madagascar.

Author M Include the primary authors name here.

Image M At least one photo or illustration should be included, and will appear in the link to the article whenever it appears on the website.

Introduction M This should introduce the narrative of the article, including a brief overview of the projects goals. The tone should be clear, informative, and engaging. If the article is in the first person, the introduction should be in the third person and introduce the narrator. If not, introduce key personnel or animals featured in the narrative. 50-100 words.

Body M This should be an exploration of the research project in narrative form. See page 8 for tips. This section will usually be 700-1400 words.

Results M This section should summarize the results of the project. Continue using the same authorial voice as in the body.

The Future O Describe any future plans to continue the work, again in the same authorial voice.

Video O If there are any videos associated with the project, include them here.

Partners O If there were partner organizations supporting the project, thank them here in the original authorial voice, and list their logos.

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