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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.

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.

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.