2. Aims and Objectives
The main aims of the campaign is to attract new students to the school, to get them to come in for open days
to join Year 7 and Year 12. The advertising campaign will show off the school and how good it is academically
this will attract both parents and students. The campaign will make the school appeal to the parents of the
Year 6 students to make them want to come to the open days for joining Ringwood in Year 7, and for the Year
12 adverts they also have to appeal to students as well as parents.
We’re going to achieve these aims and goals through the radio advert we will produce and then broadcast to
local radios, both adverts will start with a rhetorical question this will hopefully grab the attention of the
audiences, the Year 7 advert will include many statistics for parents followed by a lot of persuasive language
this will attract parents because they will be thinking about their kids and wanting them to do well in life. The
sixth form advert will have more emotive language and more mention of the future/university, this will engage
both students and parents more by reminding them about the child’s future and maybe use quotes from past
students who have gone to higher education or quotes from influential famous people. Both adverts will also
include any achievements we have as a school or any exceptional statistics.
3. Target Audience
Our audience for the Year 7 open day advert will be parents and students, they will most likely be from the
local area around Hampshire/Dorset and the kids will likely be from feeder schools, the Year 6 student
audience will most likely be either mainstream or explorer on the 4cs psychographic scale. Mainstream
because they might just be following trends of going to Ringwood because their friends are and they want to fit
in, or explorer because they want to learn something new. The parents will most likely from the same as the
kids to either follow trends or some might want to try the school because they’ve heard good things.
The audiences will be split into two, one for year 6 students and their parents, and the year 11 students and
their parents. It will be split because for the sixth form advert we will want to appeal to the student more than
the parents which is why there will be separate audiences. Our target audience is both genders and ages of 12
year olds for the year 7s, 16 year olds for the sixth form advert, and parents/guardians from ages likely from
around late 30s – early 50s. On the 4cs demographic scale they will most likely be from B – E because it is a
public school, and in the local area the is some high end houses and also council estates which results in a wide
range of people being included in the target audience.
4. Campaign Message
The aim of the campaign is to show off the school and attract anyone who was thinking about coming to the
school already or who lives in the local area with kids who are in either Year 6 or 11 who are looking for
schools. The message is that the school is a good place to learn and develop, and for the parents to know that
the child will be in good care, learn a lot and be happy at the school.
With this advertising campaign we want the target audience to come to the school for the open days for either
joining sixth from or the secondary school, and for the parents to be attracted and interested too so they will
also think the school is a good place to go and think it’s a good idea to send their kids there.
