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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Christina Hough
November 4, 2014

Template: Descriptions of zoo-sponsored outreach

programs
M = Mandatory, O = Optional
Component

Usage

Writing Guidelines

Title

The title of the project or initiative

Image

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

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

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

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

If there are public events associated with this project, list

them here. Use the subheading, Important Dates.

Expiry date

(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

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

Component

Usage

Writing Guidelines

Project website/
project blog

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

If there is video or any other interactive media associated

with this project, it may be included here.

Related links

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

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

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

Use the text, Our partners: followed by the logos of any

partner organizations.

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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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Christina Hough
November 4, 2014

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

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Christina Hough
November 4, 2014

Template: Category descriptions of zoo conservation

initiatives
M = Mandatory, O = Optional
Component

Usage

Writing Guidelines

Title

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

Choose a photo or illustration related to the initiative or to

the issue.

Description of the
issue

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

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

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

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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Christina Hough
November 4, 2014

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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Christina Hough
November 4, 2014

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

This may include a fun title, and a more descriptive subtitle;

for example, Mad Fishes: Tim McCaskies Survey of
Endangered Fish in Madagascar.

Author

Include the primary authors name here.

Image

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

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

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

This section should summarize the results of the project.

Continue using the same authorial voice as in the body.

The Future

Describe any future plans to continue the work, again in the

same authorial voice.

Video

If there are any videos associated with the project, include

them here.

Partners

If there were partner organizations supporting the project,

thank them here in the original authorial voice, and list their
logos.

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