2. SECTION A – THE CAMPAIGN AIMS
• The campaign message: come to the Ringwood School/Sixth Form opening evening
• What we want the campaign to do: make people want to come to Ringwood
School/Sixth Form open evenings
• The campaign aim : to get people who are coming to the open evenings to register their
interest online
• How we will achieve our aim:
• when producing the radio advert for the schools open evening we will show the students
talking about what they enjoy about the school and an older voice over giving key
information such as dates and times for the open evening to show the schools best
attributes and also get across what is needed in a 30 second advert.
• When producing the radio advert for the Sixth Form open evening we understand the
audience we are reaching is different as they are older and wanting different things from
the school. Audiences will hear Sixth Form students talking about the facilities such as the
new café and study and also the wide range of subjects there are to study to appeal to
students looking to come and their parents.
3. THE TARGET AUDIENCE
The schools target audience : the main audience for the schools
open evening will predominantly be parents as they still have a big
control over their child’s education however the year 6 students
coming for the open evening will have to want to come to the
as well. On the NRS scale of social demographics the parents can be
anywhere from D to B as they could have professional jobs or be
working class as Ringwood is an academy school. in the 4Cs scale
parents are likely to be the mainstream just having a normal day to
day life.
The sixth forms target audience: the main audience for the schools
radio advert will be different to the schools as they are year 11s
deciding what they want to do to further their education, although
their parents still have an impact on the decision the 15-16 year olds
are the main demographic for the sixth form. On the NRS scale they
are in the E social class as they don’t all have jobs and if they do they
are low skilled and part time. In the 4Cs scale they are likely to be the
aspirers as they are the younger generation and making decisions
about what they want to do with their lives and are being given the
4. SECTION B – SCHEDULING
• For school and sixth form we would like to promote the advert on forest FM and heart and capital’s
south coast stations. We would also like to have print adverts on the local buses and at the Ringwood
bus stops. Lastly for the TV advert we would like to promote that before the local news (ITV Meridian
south). This is because the audiences of our adverts are specific to those who live in the catchment
area for the school so those who watch the local new and listen to the radio for that area are most
likely the ones who would come to the school.
• We would like to launch the school advert on the 12th of September as that will mean we can
advertise it during the Ringwood carnival and fair where we will be able to hand out flyers. We would
like to launch the sixth form one a month later on the 12th of October, as the sixth from open evening
isn’t until a month after the main school one. The print, TV and radio adverts will all launch at the same
time as they work together.
• For the radio advert we would like to have the advert running from 8am-9am and 3pm-6pm as this is
when we think most of the target audience will hear it as it is the school run and parents will be
collecting children. It is also work times so parents who work will hear it too. It will cost about £100 for
each 30 second slot as it is £2 per 1000 listeners.
• We would like to put our print advert in the schools prospectus in local primary schools for the school
advert as these are the children we would be appealing to. For the sixth form we would also like to put
our print advert into the sixth form prospectus in local secondary schools as these are the students we
would be appealing to. As well this we would put our print adverts onto local buses that go on routes
around the area as many of the year 11s looking to come to sixth form may use these busses therefore
we can reach more of our audience.
5. SECTION C - LEGAL AND ETHICAL
• As we are using minors (under 18) we will need to get signed parental consent and
make sure the footage/audio we use is not offensive or revealing. We will also have to
make sure that we don’t use any copyrighted music and have the right to use any
music or sound effects that we do include in our ads. As we are using statistics within
the ads we need to make sure that they are factually correct and not misleading the
audience- such as the pass rates for the sixth form vocational courses.
• To comply with ASA standards we will have to make sure we are not misleading the
audience for example by saying that ‘we are the BEST’ instead of saying that ‘we are
one of the top performing schools in England’ which is correct. As there are children in
our advert we also will have to comply to ASA standards about using children within
advertisement such as not misleading the audience who are children by showing
images such as there being facilities that the school don’t actually have such as their
own swimming pool, this may mislead children as they may come to this school with
expectations that aren’t correct.
• To comply with OFCOM standards we will make sure that the advert is able to be
listened by all and not offensive to any.
