Connecting, Synthesizing, Transforming
When it comes to illustrating mastery of the “Connecting, Synthesizing and Transforming” DLO, Canine Companions for Independence is a superb example. This campaign design focused on increasing awareness regarding their services, and capabilities of staff to assist clients.
This necessitated much research into not only the company’s self-proclaimed mission and vision, but services actually delivered.
Not only was the organization researched, but so were competitors.
Target personas had to be identified and researched, as well.
The company provided a great deal of pertinent information on its website. Statistics, history, competitors names and services, desired target demographic, etc. The research the company provided was comprehensive and thorough. There was very little that had to be gleaned via other online sources or textbooks. This is in stark contrast to the company’s competitors, Rover, Patriot Paws and Needs. They had limited information available. However, what was available was used to highlight services in the branding campaign that Canine Companions offered that competitors did not.
The transparency in available information provided by the company, Canine Companions for Independence, showed that they go above and beyond what is expected for their clients, which is a meaningful selling point when it comes to branding. This was the first bit of information that was connected, synthesized and transformed into a branding point. The company’s own thorough research and behavior further showed they would be capable of serving a target demographic not usually considered: those who go above and beyond.
Research showed that the company’s current main consumers are disabled persons. Research was able to connect, synthesize and transform this into meaningful ways to convey services to people who are not only in wheel chairs, but suffer PTSD, have prosthetic limbs, or are visually or audio impaired. Two phrases gleaned from the company’s website were connected, synthesized and transformed into a graphic to illustrate the brand’s services: “trained dogs who partner with a facilitator working in a health care, visitation or education setting” (cci.org), and “Often, they face difficult transitions back to civilian life as well as uncertain futures with new disabilities. Canine Companions assistance dogs can help veterans regain independence, pride and hope”. (cci.org) The graphic included an image with a service dog and a Veteran that illustrated the aforementioned bits of information.
Target audience profiles were crafted by making use of all research from both competitors and the company itself. Information on not only who the company does serve, but who they have the capability to serve was gleaned from all research for the profiles. This helped to pinpoint exactly who the company’s intended message was for, and how to best articulate it. As Felton states, “understanding and identifying your target audience is one of your greatest assets”. (Felton, 2013)
There were several ad designs to start with that were narrowed down to three. Those three were then revamped before finalization
Utilized is the notion crafted in the headlines. Additionally, are the incorporated Mr. Felton’s wisdom. He declared “Nothing cuts through the crap and clutter of advertising better than a real, true fact about the product.” (Felton, 2013) It was chosen to use simple, but powerful language. Also, research was done to make sure that it was simply a parrot something a competitor was saying.
The first concept showcased the “power” of having a service dog from the company. It is highlighted the fact and concept that one of these dogs has been trained to be there to help, around the clock.
For the second ad showcased the fact that though you may need help, it doesn’t have to always come from a human.
The third ad showcased the fact that these dogs become a part of the family.
For the finalization the removal of the colored boxes that had the fonts resting upon.
This in an effort to make a more coherent and flowing ad, as opposed to a “blocky” one. I also added two of the top three taglines from the discussion board to the ads. I feel this verbiage was more visceral than what was first used. Also went for a less serious ad, opting, instead, for a much more light-hearted concept, the usage of puns was implemented, "Don't shun puns" (Felton page 225).
When it came to body copy, the main focus is on highlighting the deepest benefits to having a service dog from this company. Friendly language and made solid promises that could, no doubt, be kept. Most importantly, though, It is very clear in what the company could deliver, and what the user could expect.
References
(Felton, 20130805,) Felton, G. (20130805). Advertising: Concept and Copy (Third Edition), 3rd Edition [VitalSource Bookshelf version]. Retrieved from vbk://9780393733921