This project served as the final for my persuasion class. In this class, we learned various persuasion techniques and analyzed how they could be, and have been, used in advertising and other campaigns. For our final, we chose a brand to do research on and create a marketing strategy for, using different persuasion goals and techniques. We had to create 3 different marketing messages for 3 different medium, as well as explain our thought process and how we would analyze our results.
For my project, I chose Joann's as my brand. I did research on the background of the company, as well as their current ads ad brand voice. I then created a storyboard and script for a commercial, an Instagram ad, and a print ad. My target audience for this was college students, especially those in fashion majors and design schools. These ads would bring in a new type of customer to the store through humor, casting, and copy. Since Joann's is mainly known by older people, many college students may not know about Joann's or what they sell unless they've already been there, so I wanted to show that they have supplies for everyone. My work resulted in an A on this project, as well as a deeper understanding of persuasion techniques and how to use them.
