The document outlines a campaign schedule for advertising two open evenings - one for a sixth form and one for a normal school. It discusses launch dates in mid-September and mid-October, roughly two weeks before each event. It also mentions using local seasonal events like a carnival and children's run in September to advertise through posters and attracting students. The location and scheduling section discusses placing radio ads on Capital FM at times like 3:30pm and 8pm to target families. Finally, it provides costs for 30-second radio spots, ranging from £200 during peak times to £2 per 1000 listeners.
2. Launch Dates
• Ideally for the sixth form open evening we would release the radio advert
on the 21st of October which is roughly two weeks before the evening. This
is because it means people will remember the evening and remember to
go to it, it also gives the target audience enough time meaning they are
unlikely to have arrangements for the night.
• We would release the radio advert for the normal school on the 20th of
September which is similarly two weeks before the evening takes place,
this is for the same reasons as the sixth form open evening.
• The TV and print adverts would be released at the start of September
before the radio adverts , this is because students would have just gone
back to school so parents and students will be interested in what school
they will be going to next year resulting in them coming to the open
evening.
3. Seasonal and calendar events
• Around the time that we would be looking to start our advertising
there is a carnival in Ringwood, this is around the start/the middle of
September. It is a big town event where lots of families and kids who
would be looking into attending Ringwood school. We would use this
event to help us advertise by putting posters around the carnival, this
is because it will reach a large portion of our target audience.
• Another event that we would be interested in using to help us
advertise would be the child's run in Bournemouth (a town near
Ringwood). We would use this to attract students to join Ringwood
school by getting them to come to the open evening. This would be a
good event to use as there would be lots o students who don’t
already attend the school who might want to join.
4. Location and Scheduling
• For our radio advert we would want our advert to be played live on
Capital FM, this is because this radio station plays family music so by
airing our advert on this station it will reach a larger proportion of our
target audience than other stations. We would play it at 15:30 and
8:00 this is so that people will hear it on the way to school and on the
way home which is the right time to play the advert as the listeners
will have school on their mind so they would be more likely to come
to the open evenings.
5. Costs
• On average it would cost us £200 for a 30 second spot on Capital FM.
However this depends on what time of the day it is and how many
listeners there are as it would change the amount of people you are
advertising to. The 30 second spot for £200 would be at peak times of
the day which would be the times we would be looking to advertise
like at 8:00, 15:30 and also around 18:00 as families would be eating
dinner which is another time we could look to advertise at. Another
way it could cost £2 per 1000 listeners but it would vary with each
day.
