2. CAMPAIGN SLOGAN
“Ringwood School: Bringing Out The Best in Students.”
The message of the campaign is simple yet effective and straight to the point: “Ringwood School/Sixth Form is a great
choice that allows for both fun and hard work! Come and see for yourself!” Since the aim is to get them to come to the
Open Evenings and eventually enrol at the school, a message that tempts them to do that is ideal.
This message can be portrayed through what we mention within both adverts: the grades, courses and pass rates, but
also the clubs, events like sports day, and general fun activities that exist at the school.
3. AIMS, OBJECTIVES AND TARGET AUDIENCES
The aim for both the Secondary School and the Sixth Form radio advertisements is to entice parents to to
register their students for the Open Evenings in September and October. The long-term objective for the radio
advertisements is to get the students who went to the open evenings to enrol at the school if they like it.
The target audience for the Secondary School radio advertisement is Year 5 and 6 students, as well as their
parents who are anxious for their child/children to go to a good secondary school that will ensure they have a
good future. The target audience for the Sixth Form radio advertisement is Year 10 and 11 as well as their
parents, though to a lesser degree since at the age their children are at Year 11, they’re able to make their own
choice in the Sixth Form or College they want to attend. However, the parent should also approve of the Sixth
Form so they allow their child to go there instead of point them in an alternate direction.
4. TARGET AUDIENCE INSIGHT: STUDENTS
Year 5/6 Student
NRS Social Grade: E (Students who are too young to
have a job can’t earn money)
4Cs Scale: The Explorer (Young, excited to learn more
about a world they don’t fully understand/have yet to
experience). The Mainstreamer (If given pocket money,
may buy what is popular and well-established by
advertisements or what their mum buys).
Year 10/11 Student
NRS Social Grade: E or D (May have a job that pays
little, or may not have a job at all due to being too
young)
4Cs Scale: The Aspirer (Will probably buy what others
buy because they want to be attractive and fit into the
group). The Explorer (Not as young as before, but still
wanting to buy what’s new and interests them).
5. TARGET AUDIENCE INSIGHT: PARENTS
Both Male and Female Parents
NRS Social Grade: D to B (Can potentially have a
well paying job, or could also have a low paying job)
4Cs Scale: The Mainstreamer (Will buy what’s best
for the family instead of what’s best for
themselves). May also be The Reformer (May want
to buy new and good quality products that they
personally think are worth their price). May also be
The Succeeder (Will seek out the best products, yet
also the caring and relaxing brands that are good
for the family).
Could also potentially be a NRS Social Grade E if
they’re a Widow/Widower.
6. COMPETITION
In terms of competition, our primary concern is other secondary schools and sixth forms/colleges in the
area. Doing extensive research about Ringwood and the area surrounding it, the closest school that could
pose a threat is Ringwood Waldorf School on the borders of Dorset and Hampshire. With children in an age
range from 3 years old (with Kindergartens) to 18 years old (with an Upper School) they have a bigger age
range in their students than Ringwood Secondary School. They also have a Post 16 option, students staying
on until 18 years old. With 17 lessons available and 16 workshops for the students in the Upper School, they
also have a lot of options to choose from.
However, unlike Ringwood School, Ringwood Waldorf School
charges money for those who go there: between £3610 and
£7500 is charged per year. This is due to the school being a
private school, and not a public one like Ringwood School. This
may be a deciding factor for some parents, as they may not
want to pay high amounts of money to send their child to a
good school. Ringwood School is also a school that has
transport (mainly buses) that allows for students from further
way homes of various locations. Ringwood Waldorf School
does have a minibus service, however it’s only from
Bournemouth with only 3 pickup spots and 3 dropoff stops.
