You’re on a marketing-communication team at an ad agency or marketing department. Your client chickfila, has asked the agency to develop a persuasive campaign that supports their (unpopular) interests. Your job is to present your idea to your imagined work team via a campaign idea presented using PowerPoint. Your presentation must contain the following elements:
On the title slide, indicate the name of your campaign and the type (i.e. social media, TV ad, print ad, eMarketing/newsletter, radio ad, etc.)
On Slide 2, craft a positioning statement for the service or product you select (or find the actual position)
Suggest channels for distribution for the campaign—where your campaign will be seen (specific magazines, TV or radio stations, social media platforms, etc.) and state why.
Select your target audience for the campaign, i.e. consumers, union workers, stockholders, groups of the opposite position, general public, parents of school kids, etc. (be sure to back this up with solid reasoning from online research. Don’t choose an obvious audience like college kids for reasons to eat fast food; this group doesn’t need persuading.)
Incorporate any of the tactics* discussed in class or others (facts & stats, credentialing, emotional appeal, storytelling, timing, location, fear, scarcity, logic and reason, reviews/testimonials, cognitive dissonance arguments—justifying discomfort, etc.)
*For this assignment, you cannot suggest celebrity endorsements
Use the Storytelling formula: problem/solution or what, so what, what’s next
Your overarching theme should fall into one of the theories of persuasion we’ve covered, and stated in the very last slide of the presentation:
Aristotle’s Rhetoric Theory
Cognitive Dissonance Theory
Elaboration Likelihood Model
Inoculation Theory
A bold opener or headline
Write creative content: try to use powerful words and images
Appeal to emotions through content or images
Demonstrate features and benefits (show, don’t just tell the audience)
Use Call-to-Value Instead of Call-to-Action**: Instead of a traditional call-to-action, use a call-to-value that communicates the value of your offer and gives a glimpse into the potential benefits for the audience.
** A call to value is a marketing concept that involves communicating the unique benefits and differentiators of a product or service to the target audience. It is a statement that explains why an offer is worth the audience’s attention, time, or money. Unlike a traditional call to action (CTA), which prompts the audience to take a specific action, a call to value focuses on highlighting the benefits, features, or outcomes of the offer to resonate with the audience’s needs and motivation.
In the context of digital marketing, a call to value is essential for ensuring that marketing messages align with the target audience’s needs, goals, and motivations. It helps in building trust and loyalty by emphasizing the unique benefits or features that set a product or service apart from competitors. (See below for more.)
Be sure to establish what you want the consumer or viewer to do or believe through your campaign.
Be sure to research what the opponents are saying and doing— understand the opposite arguments.
Be sure to review your final presentation through the lens of the positioning statement to ensure you are remaining consistent with the brand promise.
In the footer of any slide that includes facts, testimonials/quotes, stats, research study, graphs, etc. include the source.