Rationale

The background image chosen is a pair of connected coffee mugs in the shape of hearts. From lessons in MCO 450 – Visual Communication and MCO 307 – The Digital Audience, the decision to use the animated version of the two heart cups spinning was made because: 1) motioned images are more effective in capturing the audience, and 2) because the image is slightly distorted by the borders. The distortion is used to soldify the image that the cups are interconnected hearts. The font is easy to read. The bolding reinforces the message to maneuver those who are in the awareness and interest phase into conversion, and those who are already converted into loyalty and advocacy.

Under the Module 1: Engaging Content Ideas, humor was used in a pun with the word “bean” in order to engage the audience. Using humor as the opener may engage the audience to transition to the interest of the funnel. The incentive to transition to the conversion phase of the funnel is the buy one, get one drink offer. While many loyalists and advocates will make repeat purchases, it is an opportunity for them to also convert their friends, family, etc., with the additional beverage. The buy one, get one incentive will hopefully increase foot traffic by double by drawing in those who have transitioned to interest and intent phases into coming into the store to convert into consumers. My call to action is to “Order”, which entails having to visit a location in order to enact the promotion.

I used Canva to create the Facebook ad. The video clip of the two interlocking coffee cups signify a coupling, with a heart shape to remind of Valentine’s Day. This video clip comes from StoryBlocks.com. Instead of creating this as a gif, I used a light-hearted musical clip from Canva. This music seems energtic and inviting. My text is simple and easy to read in the Yellow & White Coffee Retail Shop from Canva. I want to make sure that people are able to see the promotion. I used a brief message to ensure that the message of visiting a location to purchase a drink promo is not lost in multiple paragraphs. The blend of an animated image, with an easy-to-read message, should visually attractive enough to convert consumers. However, I have not seen many ads on Facebook that uses video and audio. In addition, I saved it in GIF format.

Elements:
Video – StoryBlocks: Two, Red and White Heart Shaped Coffee Cups (Contributor: DanielDash): https://www.storyblocks.com/video/stock/two-red-and-white-heart-shaped-connected-coffee-cups-placed-on-wooden-background-with-sequins-valentines-or-love-concept-flat-lay-top-view-bcaf5wp44jrrs1hij

Music – “Advertising” by Rafael Krux on Canva [01:51 – 02:11]

Layout – Yellow & White Coffee Retail Shop Promotion Facebook Post by Marketplace Designers on Canva