1. GROUP RESPONSIBILITIES
Section A - Proposal Section B - Schedule Section C – Codes
of conduct
Section D – Print and
Audio Visual plan
Person responsible Ben Gadsby Jess Lane Madeleine Parker All three of us:
Madeleine, Jess, Ben
3. AIMS AND OBJECTIVES
• The aim of the campaign is to..
• advertise Ringwood 6th Form as a prestigious and experienced 6th form that provides a varied and full education for
students
• advertise lower Ringwood school as an safe, fun and friendly school environment to start secondary school education
in
• attract year 7s and 12s to the open day and therefore reflect the previous points about the school
• appeal to the parents as they ultimately decide whether the child goes to the school, they will also have a more
balanced and evaluative opinion on the matter as they will consider and compare other schools
How will your company achieve these aims?
• Including key information like statistics, awards, ratings, grades. Things like the fact the school is in the top 5% will
appeal greatly to parents
• Opinion from previous students (audio, reviews etc.) as this gives a better real life opinion of the school for people to
consider
• Radio Advert; music, key info, website, phone, clear and concise point. We want to convey this simply and clearly
5. TARGET AUDIENCE
• Parents aged 30-50
• Parents of Year 6s and Year
11s
• Typically B – D on the NRS
Scale
• This is representing the female parent part of my audience
• I think aged around 30s to late 40s, early 50s
• Again, around B – D on the NRS scale as they are probably working with an average but good salary.
There is also the possibility that they are full-time mothers or just starting to work again as there kids go
into secondary education.
• I think they are most likely mainstream, succeeder or aspirer on the 4Cs scale as they are organised with
things like finding a good school in a good area but also perhaps competitive at work or between other
parents and schools.
• This is representing the male parent part of my audience
• Aged around 30s to early 50s
• Around B – D on the NRS Scale as they are probably working class but as Ringwood is quite a
prestigious area to live in they most likely have a comfortable income.
• The father perhaps has more a typically physical or creative occupation as the area is not that urban.
• I think there is a high chance that this audience is Mainstream on the 4Cs or even a Succeeder as they
occupy the general domestic life but are probably quite responsible and organised.
• I think there spending power will be quite limited as they are bringing up a family and focused on the
home and the area etc.
6. TARGET AUDIENCE
• Year 11 upcoming sixth formers
• They would both be E on the NRS scale
• This is representing the male, year 11 audience for this campaign
• They would be coming up from year 11 post-GCSEs and looking for their next opportunity for their education
• Aged 15-16
• They would most probably be at E on the NRS scale as they are still in full time education so they will only have
small part time jobs
• I think the majority of this audience is most likely the ‘ Mainstream ’ on the 4Cs due to their age and general
domestic life, but they could have aspirations and wish to be more of a ‘ Explorer ‘ as they start to experience
the freedom of choosing what you study and where you study
• They may start to be having more spending power as there disposable income increases with part time jobs
but with no responsibilities or contracts they need to pay.
• This is representing the female, year 11 audience for this campaign
• They would also be coming up from year 11 after GCSEs and looking into their future education
• Stereotypically, girls are more organised than boys so they may be more focused with their further education
search
• They would also be most probably at E on the NRS too as they're still in full time education
• I think again most would be ‘ mainstream ‘ but some would perhaps be “ Aspirer’s “ or “ Explorer’s “ as they
start to gain more independence and financial freedom
• They may start to be having more spending power as there disposable income increases with part time jobs
but with no responsibilities or contracts they need to pay.
7. CAMPAIGN MESSAGE
Our campaign strives to get across the key information and statistics that make Ringwood school the best to consider, and
therefore coming to the open day to get a physical sense of the school. Perhaps also important to represent how the 6th form is
separated and can be joined without previously being in the school
Facts:
• Top 5% of 6th forms in the country (this is a very esteemed statistic and should be at the forefront of the school’s appeal and
campaign)
• Top 16% of providers nationally (nationally is a lot of area so the audience need to know how we stand out from the rest)
• 97% offered their first choice of university ( including the topic of university and further education shows how the school
focuses on long term)
• 99% A level pass rate ( 99% is a very good statistic and implies that the high majority passes so therefore it is a good and
esteemed sixth form)
What do we want the audience to do?
After seeing our adverts we want them to;
• Visit the school website so they can further their impression of the school and find out about the events that go on
throughout.
• Attend the open day whether its year 7 or year 12 to get a physical impression of the school, the people and its environment.
• After attending the open day hopefully contacting the school to find out more about applying and what they need to do to
get on waiting lists and further looking around the school.
10. SECTION B
Launch by / launch dates
Prints We have decided to launch our print
adverts (newspaper articles, posters and
leaflets) within summer break, so June,
august and early September. This is
because a large gross of people will be
out in the nice weather. Meaning they're
more likely to bump into a poster on
the local billboard. Also in summer
parents have to do the school shop, and
if our adverts are published within the
related shops (school uniform shop,
super markets, stationary shops, shoe
shops) they can begin to think about
their child's future position.
Tv /
radio
We have decided to air our adverts
when everyone starts back into school
(September) as the schools open day in
October and it will give them time to
book off work and put in their diaries.
Launch dates:
Campaign
schedule
When deciding what dates would be best to publish
and advertise our campaign we had to think about all
the individual events that are happening throughout the
year. We also had to keep in mind our target audience,
as they will be busy with their lives and jobs, so to make
sure our message reaches them we need to consider
the type of life style they lead.
This is why we have decided to publish our advert on
two separate occasions; one will be published quite
early in the school year, so it will stick with our
audience as other school are unlikely to be publishing
at that time and so they can apply early to secure their
child's place. We are then going to publish closer to the
countries school apply dates, when all schools are
advertising for their own schools. In the UK year 6’s
and 11’s have to apply for their place at secondary
school or 6th form by the 31st October.
We will re-launch all our advertising platforms in
January and will stop them in march as a deadline for
applying to school/sixth form is closed then.
11. SECTION B
Campaign
schedule
Seasonal and calendar
events Events to boost our campaign
Public event organised outside of the school
• There aren’t many public events not organised by the
school around the time when were publishing our
campaign.
Ringwood carnival is one event we could use to boost
awareness about the school and sixth form. We
would do this by handing out leaflets and hanging up
posters, speaking on the radio and having a float.
Event run within the school:
• Primary school days (sports days, arts days, open
days)
• School fair
• Santa's grotto in the town centre
• Charity events (big London night walk)
Local interference to our campaigning:
• There will be other local schools, sixth forms and colleges
all competing for student to attend their schools in the new
year, this would act as a barrier and may block parents
attention from Ringwood school, as they will now be taking
into consideration all the other choices they have.
• Any adverts that are being played or displayed on the
radio, tv and prints will all be interfering with our publicity.
This is a problem because normal, often play adverts tend
to be from bigger companies meaning they have a bigger
budget to produce their advert. This will make their advert
more interesting with better effects and ideas. It'll also have
the ability to be played many times a day. This leads me
onto my next point which is other adverts take up airing
time for us, meaning well have to work around the left over
12. SECTION B
Campaign
schedule
Location and scheduling of
advertisementsStations/channel
s/ locations for
advertising
campaign
Tv and radio
time aired
• Radio- we are planning on airing the radio advert on repeat from 7:30-9:00 am and 3:00-4:30 pm. we chose these two time
slots as its when our target audience is travelling to and from work or school, so they’ll be in the car at the time
• Tv- our tv advert will be played in the morning as it’s the cheapest time slot, having it at this time will also appeal to children
as well and then they’ll end up talking to their parent about it. It'll also be played in the evening when parents are starting to
relax after they put their children to bed. This is because they have no distractions and will notice the ad in more detail.
Pricing of radio
slot
Generally, expect for a slot of 30 seconds to cost around £250 - £1000 per week, depending on how often your ad is broadcast
and number of listeners. We will show it on the local stations because the prices will be cheaper and it'll appeal to our audience,
as if we put it nationally it will be aired to people who don’t need to hear it.
Radio • Heart FM –Dorset
• Capital FM – local
Tv We’d show our advert within any morning tv slot of the local channel (before the BBC new...). When people
are getting ready for work or school and have the tv on in the background It’ll catch their eye as our ad isn’t
ordinary. We also choose this slot as it was the cheapest time, and we don’t have the biggest budget.
Print Public adverts like
• Billboards
• On side of buses/bus stops
• Local tourist help shops
• School shops
15. RELEVANT LEGAL/ETHICAL
ISSUES/CONSTRAINTS
• What might you have to consider for your planned campaigns?
We will have to consider the different scheduling times and rules of the 2 different radio stations (heart Dorset and capital FM). We will also need to get the permissions of
people that appear in any of the pictures on the print adverts or who feature in the TV advert or who feature in the voiceovers on the radio advert. If they are over 18 we will
just need their permission however, if they are under 18 we will need both theirs and their parents permission too. We will also need to consider any copyright rules that
may occur for example for backing music we should use a royalty free song so we don’t get sued by copyright and the same goes for any images or sound effects we may
want to use etc.
• Will you use vox pops what issues might they bring? Getting permissions etc.
We will consider using vox pops in the TV advert and the radio advert by interviewing existing student on why they like Ringwood school and Ringwood sixth form because
this can be used to persuade and possible new student to join the school or sixth form because they can hear how happy the current students are at this school from a point
of view of someone that is their own age. However, we will need to consider If they are over 18 we will just need their permission however, if they are under 18 we will need
both theirs and their parents permission too. We will also need to consider any copyright rules that may occur for example for backing music we should use a royalty free
song so we don’t get sued by copyright and the same goes for any images or sound effects we may want to use etc.
• Consider copyright, intellectual property rights, slander, libel, permission to film/record, royalties, violence, offensive language/ behaviour/material, public
interest
Intellectual property rights include patents, copyright, industrial design rights, trademarks, plant variety rights, trade dress, geographical indications, and in some
jurisdictions trade secrets, so we will need to consider these and be cautious when considering these areas in our advertising campaign. Slander and libel is defamation,
calumny, vilification, or traducement is the communication of a false statement that harms the reputation of, depending on the law of the country, an individual, business,
product, group, government, religion, or nation, so we will need to be careful when making our advertising campaign that we don’t make any kind of false statement. We
will also need to consider permission to record because if they are over 18 we will just need their permission however, if they are under 18 we will need both theirs and their
parents permission too. A royalty is a payment made by one party, the licensee or franchisee to another that owns a particular asset, the licensor or franchisor for the right
to ongoing use of that asset, so for example we will need to use royalty free music in our advertising campaign to avoid having any copyright issues. We need to be careful
not to include any violence, offensive language/ behaviour/ material in our advertising campaign otherwise it will have to be shown after watershed, for example, the
most offensive language must not be broadcast before the watershed on TV or, on radio, when children are particularly likely to be listening. Frequent use of offensive
language must be avoided before the watershed, and must always be justified by its context. This isn’t good for our advertising campaign because we need it to be heard by
children to persuade them to join Ringwood school and 6th form. Public interest law loosely, refers to legal practices undertaken to help poor or marginalized people, or to
effect change in social policies in the public interest, on 'not for profit' terms. In general terms it means a legal action initiated in the court of law for the protection of Public
16. DESCRIBING HOW THE REGULATORY BODIES’ CODES
OF CONDUCT AND REGULATIONS AFFECT YOUR
PLANNED CAMPAIGN
• Look at the ASA broadcasting codes and find out what rules might be relevant to your radio advert
The UK Code of Broadcast Advertising (BCAPCode) applies to all advertisements (including teleshopping, content on self-promotional television channels, television text and
interactive tv ads) and programme sponsorship credits on radio and television services licensed by Ofcom. The codes that would apply to our advertising campaign are:
Rule number 4 – harm and offence, rules to ensure that ads do not cause harm or serious or widespread offence includes rules relating to loudness of TV ads, shock tactics,
unsafe practices and photosensitive epilepsy.
Rule number 5- children, Rules that must be followed if directing ads at children or featuring them. Includes rules about unsafe practices and unfair pressure; pester power
and sales promotions for children.
Rule number 6- privacy, Rules about permissions for depicting – or referring to - living persons in ads, including members of the public and those with a public profile.
We need to make sure that we consider all of these rules when producing our advertising campaign to ensure that we don’t get law suited against anything such as
copyright issues or permission issues etc.
• How might OFCOM and the BBFC affect your campaign (people complaining etc.)
OFCOM- The Office of Communications, commonly known as Ofcom, is the UK government-approved regulatory and competition authority for the broadcasting,
telecommunications and postal industries of the United Kingdom. Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors. OFCOM helps
people to complain about issues regarding phone, postal services and TV or radio services and to fix the problem and/ or take action against them. This could affect our
advertising campaign by if our advert causes offence to anyone in any way we could get law suited against by OFCOM. Therefore we need to be careful when producing our
advertising campaign and to be cautious and ensure it wont cause any harm or offence to the audience in anyway.
BBFC- The British Board of Film Classification (BBFC), previously the British Board of Film Censors, is a non-governmental organisation, founded by the film industry in 1912
and responsible for the national classification and censorship of films exhibited at cinemas and video works (such as television programmes, trailers, adverts, public
Information/campaigning films, menus, bonus content etc.) released on physical media within the United Kingdom. It has a statutory requirement to classify all video works
released on VHS, DVD, Blu-ray (including 3D and 4K UHD formats), and to a lesser extent, some video games under the Video Recordings Act 1984. Therefore when making
our advertising campaign we need to be careful and cautious to make sure that it is suitable for any children that could be watching or listening to it on the TV or radio so
that it doesn’t get banned or have to be shown after watershed.
18. SECTION D – PRINT AND AUDIO
VISUAL PLAN
• As part of your advertising campaign schedule,
groups are asked to plan for the use of related
print-based and audio-visual advertisements
that can be used as part of the advertising
campaign
• This means if you were to extend your
campaign fully how might you advertise this
for TV and print?
• What would happen in a 30 second TV
advert, write a synopsis and storyboard the
groups idea
• What would a print advert look like for your
campaign, mock up a rough billboard or
bus stop advert for your groups idea
Advert story
board plan
Sixth form
open day
poster plan
Lower
open day
poster plan
Person
responsible
Ben Gadsby Jess Lane Madeleine
Parker
