Our target audience is students aged 16-20 looking to attend Cheadle Campus college. We will create an advertisement with a comedic element to attract students and make the college seem fun. The video will focus on aspects students enjoy like public transport, showcase a wide range of subjects open to both genders, and emphasize the college's diverse offerings and central location to attract more viewers than other college promotional videos.

1. Audience Research
To make sure that we get the most out of our audience we need to look at what our target audience
want and what they look for most in the college that they want to attend. This will allow us to
specialise all of the music, conversations etc..around that particular audience. Before we started
doing any research into specific details of our audience research we have to find out which audience
we are targeting, which for us was easy.
Our target audience is obviously the students aged between 16 and 20 that are thinking of taking up
a course in the Cheadle Campus. To try and reach out to our target audience we will have to create
an advertisement different to all the others that you see out there, with a comedic element to it. It is
very important to make the advertisement funny as most people don’t want to watch the same
boring advertisement that they see in all the other videos for colleges. If the potential students see
that the college is fun and friendly then that will hugely increase their interest in attending the
college.
Age
For our advertisement video age can have a huge impact in the different styles of advertisement that
you can achieve, which all depends on who you want to attract with the video. As is usually the
student that looks for different colleges online we have decided to base our video around people in
their teens. Although the target audience may not seem like a huge part of the advertising
campaign, after looking at some other college promotional videos I found out all the different styles
of advertising. You can quite easily distinguish between the colleges that are trying to attract
students and colleges that are trying to attract parents. To distinguish our video from the rest we
have decided to only talk about the aspects of the college that the students enjoy, as we believe that
they are the main target audience which we can reach over the internet using social media websites.
As the students who will be entering the college will usually not have a car, it would add some
interest in the college if we added in some information about public transport.
Gender
As the college is open for both genders to join we hope to no make certain subjects appeal more to a
certain sex, we hope to make all subjects be diverse and available for both genders. As other videos
have done very well they have made sure that they have the appropriate amount of each of the
different genders representing each subject and sometimes using the opposite gender to talk about
a subject which is usually seen as a subject only for a certain sex. I think that this will increase the
subject in popularity for the other gender if they find out that other people of their gender are doing
it. In our video we

2. Socio‐Economic Grouping
As you know people are often divided into their different economic groupings by the government,
this is something that we think would not suit the style of our advertisement as we want everyone to
feel welcome to the college. Although some other colleges specialise in certain areas to try and
produce the more skilled workers so that they can get the higher positions and get a more, well paid
job. As we have found out from looking at some of the other colleges, it doesn’t always help out with
making people interested in college, as most people of that age do not know what they want to do
with their future and don’t want to get stuck in doing something. To avoid this we will try and put
the point across that we give a wide range of both specialising in one subject and doing a wide range
of subjects. Within the different groupings we are split up into 8 different categories depending on
what job you have and whether or not you are employed, this is something that can change if you
get a promotion. As we won’t attract anyone in the lower numbers who already have a job, we will
have to target the grouping bracket 8 as they are the unemployed and are looking for work.
Other Colleges
Although there are quite a lot of other colleges in the area as we are close to the city centre I feel as
though Cheadle College stands out a lot due to such a diverse range of subjects and the amount of
people they can cater for.Another huge factor which makes the college more appealing is that it
does not force any religion which means that people of all races and religions can join the college. To
attract people to the college it is also very important that you have good public transport so that
people from all different areas can attend the college. This is something that other colleges may not
necessarily have so we need to put an emphasis on that fact. After doing some research online I
found out that the other colleges in the area do not have as many subjects on offer as Cheadle
College does, this is something that we should make a point on and compare with other colleges in
the area.
Location
The location of the college is an extremely important point that not a lot of other colleges include in
their promotional video, this is something that we are going to change as I think that the location
can be a huge deciding factor for whether or not they want to attend the college. The location would
also be very helpful for those who would want to find out what form of transport they could get to
the college. If we make sure that the viewer knows exactly where the college is located then they
would be more likely want to go to an open day. I think that the location of the college is not always

3. deemed as important in a promotional video whereas I think that this is a main factor in the student
choosing which college to go to. This is why I am going to help the student understand where the
college is, unlike most of the other college promotional videos.
Audience Figures
After looking at some of the other college promotional videos I noticed that their wasn’t a huge
amount of videos on the promotional videos, they tended to average around 4,000 views after being
uploaded for over 5 years. Although that is a considerable amount of people watching the video you
are only getting around 800 a year of which most won’t attend the college, or they are studying the
video as a part of their lesson. To try and boost the audience figures of our promotional video we
will have to make sure that the video starts to trend all over the internet and social media websites.
This is how most popular videos gain their fame and to achieve this we will have to add a comedic
side to the video. This will attract a wider audience to the video and will make people more likely to
share on social media websites, which will dramatically increase the amount of viewers.