The past two weeks, my Capstone team has shifted its primary focus to influence strategies. We have been working to apply persuasion techniques in on-pack communications. In doing so, we have seemed to hit a sweet spot with our client. One of the biggest challenges for my group has been to figure out how we can provide value to a client with sophisticated marketing capabilities. We have bounced around from one angle to another, and the persuasion techniques has been the first to truly resonate with our client.
I have personally found the hardest part of Capstone not to be the work, but rather the alignment piece. In a marketing class, you’re given a syllabus detailing the expectations and deliverables for the semester. In the real world, expectations can be a great deal vaguer, especially when you are functioning as a consultant who has a limited history with the product and client in question. Simply understanding the project’s scope can be a very involved task. I have experienced this in my professional life, and my Capstone project has underscored this lesson.
Going forward, we will be working to flesh out our on-pack persuasion messages. This will involve seeking out graphic design assistance and testing the visuals through an online survey. I’m excited to translate our ideas into visuals, but I am somewhat apprehensive of adding another unknown to our project. As the weeks slip by, I am more and more conscious of time. Still, I feel confident that we will be able to finish by the end of the semester. If we do end up needing an extra week or two, our client has assured us that there is flexibility.
As we work on the persuasion piece, we will also continue to look for additional ways to add substance to our final report: through observation, through interviews and through secondary research.
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