work

1. Treatment
Medium
The medium for the campaign are the two adverts for commercial radio that we are planning
to run.
Running Time
Each advert will run for 30 seconds.
Synopsis
From speaking with the group, both segments will contain a variety of`sounds around the
site of ringwood school`the segment would take up about half of the runtime. It will be
surrounded by scripted dialogue introducing people to the school. The younger advert will be
grades-focused, advertising the school’s academic achievements, including pass and good
grade percentages.
The sixth form advert will contain statistics such as the amount of the subjects offered, and
advertise the large performing arts department.
We will not be using vox-pops as we will be using the effect of soundscaping within our
advert.
Key Scenes
About half of the runtime in the advert will be scripted, trying to convince parents or students
to come to the the school. If any voices are discernible in the sounds of ringwood segment
we will need to get permission just in case.
Character List
Nathan S - singer
Mr Stone - English teacher speaking
Target Audience
Our target audience for the school advert is the parents of the students, as they will more
than likely have the final say in the choice of schools. Their priorities are usually getting the
best grades their children possibly can, as well as the happiness of their child. That means
we will use statistics to reinforce this message.
The target audience for the sixth form advert are mainly the students, which means that we
will need to make the school stand out. We can do this by highlighting the school’s best
aspects, such as the variety of subjects, and the well-equipped Performing Arts, Technology
and Sports Departments.
In the wider aspect, our target audiences will be more location based than demographic
based, although in general we are only aiming at students and parents. The age of the
students for the lower school adverts is 10 to 11, and the for the sixth form advert 15-16. The

2. age of the parents have a large age range, and can’t really be targeted specifically. This is
the same with the NRS and the 4C’s scale
Locations and Recording Costs
The recording location we will more than likely use is the school’s music technology
department, where software, microphones and other equipment are available to use if they
are booked out. This can be done with none or very little budget.
A potential location for recording is Absolute Music in Bournemouth. They have a large
range of recording studios and rehearsal rooms that we could use to record our album. The
prices start at £40 per hour all inclusive, and we wouldn’t need much time to record a few
voice lines. I expect no more than £100 of costs if we were to record there.
Advert Cost
According to workspace.co.uk, radio advertising costs £2 per 1000 listeners for a 30 second
advert. The listenership figure for Capital is 214,000 at the moment. That means that the
maximum cost is £428 per 30 second advert, but I expect it to be much smaller than that, as
that figure is the count of people that tune in for at least 5 minutes across a whole week.
Heart Solent has 377,000 weekly listeners, but again that is likely an overestimate. The
absolute maximum cost of an advert is therefore is £675.
Given that I do not have accurate numbers, there is no way of estimating the cost without
contacting the station itself. If the price is too much we can reduce the count of the adverts to
twice a weekday.