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1. Section A – Proposal
Aims and Objectives
-Aimof the campaign- The aimof our campaignisto recruitstudentsandscholars fromall around
the country intoour secondaryandsixthformschools andadvise themtocome jointhe school we
will dothisbytellingthemgoodfactsaboutthe school and whatthe school isaboutand all the
manydifferentsubjectsandthingsyoucando here.Alsotoincrease the footfall of the school
meaningmore money forthe school meaningabetterschool environmentandequipmentforthe
newstudentsandthe alreadyexistingstudentstoensure theyhave agoodschool environmentand
time at the school.
-How is our company going to achieve these aims? Whatwill happenin the radio advert?- We will
do thisbypromotingour school inour radioadvertfor example we will give the audience goodfacts
aboutthe school passratesand satisfactionlevels,we willalsoincludethe manysubjectsthere are
to choose fromand the unique thingsRingwoodschoolhas,We will putthese radioadvertsacross
the southEnglandmainradio showstoensure we getthe widestcoverage andthe beststudentsfor
our school. - We will have amale voice doingthe talkoverforthe advertandhave a catchy slogan
withpersuasive language todrawthe parentsintochoosingourschool overothersand the older
studentsintojoiningoursixthform
Campaign Messages
Slogan- Our sloganfor our advertis“Your Way Forward” Thiswill show the future studentsand
parentsthat if youcome to ourschool your studentisguaranteedtolearnandmove forwardinthe
worldas a more mature and intelligentpersonif youchoose Ringwoodschoolforyourchildtocome
too – The use of a sloganistryingto getpeople enticedandbringthemintoourschool being
hopeful andhappy. Alsothatourschoolsare betterthanotherschool because ourschool isthe way
forwardand otherschoolsare not. Alsootherschoolsdonothave slogansprovingagainthat our
school isbetterthanothers.
Our whole campaignideaistoentice new studentsandparentstoourschool.
What do you want your audience to do? - The overall aimforour campaignisto getpeople tojoin
our school we will dothisbyadvertisingthe openday’satour school whichwe wantour audience to
come to, so theycan findoutmore about the school whatwe can doand how we can helpour
studentsachieve theirgoalsanddreamstherefore makingthemjointhe school,Anotherthingwe
will doisadvertise the schoolswebsite soevenif theydonotcome to the school openeveningthey
can lookup our school andsee whatour school is about,alsoevenif theylookupthe school they
can findout informationaboutourschool andgoodfacts andexperiencesthe studentshave had.
Target audience.
Whois are audience?- Well we are lookingforthree typesof people forouraudience,lowerschool
audience whoare inthe school years4-6 because we wantthemto come to our school,we are also
lookingforhigherstudentsfromthe school years10 -11 we are lookingforthemearlysotheycan
getit sortedearlyandare readyto come here,We are also advertisingthemtothe parents sothey
can get itsortedearlyfor theirchildrentocome toour school

2. Audience Profile-Older- The olderaudienceprofile will be thattheyare parentsand
theyare betweenthe age of 38-58 andtheyare lookingfora school fortheirchildor
childrentogo tooas well asthattheyin theirfree time theyliketogoto the gym,
relaxing,playinggolf andwatchingfilms.Theywouldbe middleclassandhave an
administrativejob. Iwouldputthemasa C1 or C2 on the ABC 1 scale makingthema
skilledmanual oradministrativeworkerwhichmeanstheyrelate tomostof the
people around. Theywill be lookingoutfora school theirchildrencango to and if
theydo theywill wanttohearabout the school and the thingswe can offerthem
and theirchildren(facts)
Audience Profile-Younger-The youngeraudience will be 10-16 yearsoldtheywill
eitherbe lookingforanewone or movingonto the nextschool.Theyare
hardworkingpeoplebutalsotheyknowhow to relax andsocialise withfriendsin
theirspare time,theylike towatchfilmsandTV as well. Onthe scale I wouldput
themas a D or E because that theyare a student andmaybe workintheirowntime
doinga manual job.Theywill alsobe lookingforwhat theycan dosubjectwise and
activitieswiseintheirnewschool.
Can they be split per advert?- I believethatwe shouldsplitthe advertsintotwoseparate oneswe
can do thisby doingtwodifferentvoice actorsforthe differentonessopeople know thattheyare
differentandbothofferdifferentthing.Ithinkwe shoulddothissowe can properlysell bothof
themfor example we wouldgive differentfactsanddifferentstudent’s experiences.We coulddo
thisby usingdifferentlanguagewords,differenttones,approachforexample one couldbe more
formal and advancedforthe sixthformadvertwhereasthe otherone ismore relaxedbutitneedsto
still be formal.