My team’s buyer is Simone. Simone is an existing sophomore at Cabrini University. Simone is undecided about picking a major but has an interest in writing specifically for blogs. She has some experience with blogging as she has a fashion blog herself. Simone is concerned about being overwhelmed with the equipment at Cabrini University, graduating on time and finding her passion.
After developing the buyer of Simone and analyzing her wants and needs I have come to the conclusion that what Simone needs the most is reassurance. Reassurance in regards to her being supported and her choosing the correct career. Although she has developed a passion for writing and blogging she is not 100% sure if she should pursuit the DigiCom and Social media major. Simone is still an undecided major because she fears regretting her decision and ending up falling behind.
The DigiCom and Social media major needs to reassure Simone that she will be able to develop her writing and blogging skills. In regard to feeling intimidated by all the Communication technology, the DigiCom and Social media department needs to reassure Simone that the department is a family and will guide and help her with anything she feels intimidated or unprepared for. I think Simone has already found her passion, the DigiCom and Social media major needs to help Simone expand her multimedia skills so that Simone is able to use them in her blogging.
Possible slogans for the Digital Communication and Social Media major:
“Choose to fill your days with passion and purpose.”
“Choose to fill the media with passion and purpose.”
“Where the doubts go away.”
“Where your future is not a what if.”
“Passion and purpose through all medias.”
“Where your imagination is limitless.”
“The power is in you. We just help it shine.”
In Chapter 4 page 59 in BOX 4.3 Blakeman exposes the tones/techniques for visually and verbally presenting the key consumer benefit. Blakeman suggest that for an emotion appeal we must use a combination of or one of the following:
- Humor
- Fantasy
- Animation
- Slice of life
- Fear
- Scarcity
Blakeman also says that a slogan exposes the company’s philosophy. I tried to expose Cabrini’s philosophy of living with purpose and Simone’s need of reassurance. Emotional appeal is best for Simone since she has a strong interest in finding her passion and sticking by it.
In Chapter 10 page 174 Scott talks about what you as a provider want the buyer to believe. Scott suggest that after identifying the organizational goals and building a buyer persona which we’ve already developed a provider use identify key words and phrases that buyers use when talking about and searching products.
Simone the following words:
-Passion
-Time management
-Communication technology
-Blogging
–Writing
– English
– Credits
I took Scott’s advice and used the words passion and time within the possible slogans because those are two of the most important things that Simone focuses on as she decides her major.
http://www.adslogans.co.uk/ww/prvwis17.html
This website reminded me to make the slogan catchy but too much so that it is not taken serious. The slogan should be honest but not over ambitious. For example, instead of claiming that you are the best pose the question, “Why not the best?” This website provided me with tricks and tips in regard to actually developing the slogan.
CARMEN FRIAS 