Objective:
Develop a comprehensive social media marketing campaign for a selected company that leverages Robert Cialdini’s six principles of influence: Reciprocity, Commitment/Consistency, Social Proof, Authority, Liking, and Scarcity. Students will create and present a set of marketing materials designed to enhance the company’s brand presence on social media.
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1- Select a company: choose a company with an existing social media presence. This can be a local business, a well-known brand, or a non-profit organization.
2- Research: Investigate the company’s current social media strategy, target audience, and marketing goal. Identify areas for improvement or opportunities to reach a broader audience.
3- Create Marketing Materials: Design a set of three marketing materials that could be used on the company’s social media platforms:
– Print Ad: Design a print ad that could be shared as an image on social media. The ad should incorporate elements that attract the viewer’s attention and convey the company’s message effectively.
– Video: Produce a short video (30 seconds to 1 minute) that promotes that company or its products/services. The video should be engaging and suitable for sharing on platforms like Instagram, Facebook, or Twitter.
– Additional Marketing Material: Choose another form of marketing material (e.g., an infographic, a blog post, an interactive poll, or a contest announcement) that fits the company’s brand and appeals to its social media audience.
4- Apply Cialdini;s Principles: For each piece of marketing material, explicitly incorporate  at least one of Robert Cialdini’s six principles of influence. Explain how you have used the following principles in your designs:
– Reciprocity: Offer something of value to get something back.
– Commitment/Consistency: Encourage viewers to make small commitments that lead to larger commitments.
– Social Proof: Show that others have endorsed your product or service.
-Authority: Establish the company’s credibility and expertise.
-Liking: Make the company or its products/ services more relatable and likable.
-Scarcity: Highlight the uniqueness or limited availability of the offer.
5- Presentation: Prepare a presentation explaining your marketing campaign. Include the following elements:
A brief overview of the selected company and its current social media presence.
– A detailed explanation of each marketing material created, including the design choices and the specific Cialdini principle applied.
– The expected impact of your campaign on the company’s social media engagement and brand presence.
6- Submission: Submit your marketing materials and a written summary of your campaign that outlines how each piece applies Cialdini;s principles. Include any mockups, storyboards, or scripts used in the creation of your materials.