IG Posts + preparing a story IG貼文及狗狗背景故事創作
In order to help their chosen team dogs get adopted, students needed to differentiate their own dog from others and present them as attractive candidates to become new members of a family. They did this by identifying unique “selling points”, strengths, and identifying characteristics and use these as the key points to their marketing communication.
每個學生小組，為了增加自己選擇的流浪狗被收養的可能性，需設法將自己的狗從眾多狗中脫穎而出，讓牠在可能的領養家庭前變得更具吸引力。為此，每個小組需要找出自己狗獨特的「賣點」、「優勢」和「獨特之處」，並將這些作為主要推銷的重點。
To prepare for this part of the campaign, we learned how storyboards are used in industry to help plan movies, shows, comics, and anime. Students learned to convert this tool into a storytelling vehicle that would be useful in Instagram format as well. Social media is quickly becoming the most effective medium of social influence campaigns, and the student work for this section of our exhibition will surely be useful in our mission to help homeless animals.
為準備這次的推廣活動，我們教導學生業界是如何運用故事板這個工具規劃電影、節目、漫畫及動畫等，也幫助他們將此工具運用在撰寫Instagram貼文上。社交媒體正迅速地成為最具社會影響力的媒介，所以我們堅信學生們這部分的作品，肯定會對流浪動物帶來助益。
Afterwards, the student teams imagined and wrote up a backstory for their dogs, giving them interesting fictional pasts but at the same time letting potential adopters know about the actual physical and psychological state of each. This work was practice in the marketing process, requiring analysis of each dog’s unique “selling points” and comparative strengths and weaknesses. Students worked hard to tailor their language and images to display the best qualities of each animal in an attempt to catch the eyes and positive feelings of potential adopters.
每個小組皆為他們所選擇的狗，編寫了一個虛構的背景故事。在給予這些狗一個吸引人的過去的同時，也讓潛在領養者有機會瞭解每隻狗實際的身心狀況。這份作業是營銷過程的實踐，每個小組需要分析自己狗的獨特「賣點」和優劣勢，透過最合適的文字敘述及圖片展現自己狗的優點，吸引潛在領養者的目光。
