2. Aims and Objectives
• -Aim of the campaign- The aim of our campaign is to recruit students and scholars from
all around the country into our secondary and sixth form schools and advise them to come
join the school we will do this by telling them good facts about the school and what the
school is about and all the many different subjects and things you can do here. Also to
increase the footfall of the school meaning more money for the school meaning a better
school environment and equipment for the new students and the already existing students
to ensure they have a good school environment and time at the school.
-How is our company going to achieve these aims? What will happen in the radio advert?
-We will do this by promoting our school in our radio advert for example we will give the
audience good facts about the school pass rates and satisfaction levels, we will also include
the many subjects there are to choose from and the unique things Ringwood school has,
We will put these radio adverts across the south England main radio shows to ensure we
get the widest coverage and the best students for our school. -We will have a male voice
doing the talk over for the advert and have a catchy slogan with persuasive language to
draw the parents into choosing our school over others and the older students into joining
our sixth form
3. Campaign Messages
• Slogan-Our slogan for our advert is “YourWay Forward”This will show the future students
and parents that if you come to our school your student is guaranteed to learn and move
forward in the world as a more mature and intelligent person if you choose Ringwood
school for your child to come too –The use of a slogan is trying to get people enticed and
bring them into our school being hopeful and happy.Also that our schools are better than
other school because our school is the way forward and other schools are not.Also other
schools do not have slogans proving again that our school is better than others.
• Our whole campaign idea is to entice new students and parents to our school.
• What do you want your audience to do? -The overall aim for our campaign is to get people
to join our school we will do this by advertising the open day’s at our school which we want
our audience to come to, so they can find out more about the school what we can do and
how we can help our students achieve their goals and dreams therefore making them join
the school,Another thing we will do is advertise the schools website so even if they do not
come to the school open evening they can look up our school and see what our school is
about, also even if they look up the school they can find out information about our school
and good facts and experiences the students have had.
4. Target audience.
Who is are audience? -Well we are looking for three types of people for our audience,
lower school audience who are in the school years 4-6 because we want them to come to
our school, we are also looking for higher students from the school years 10 -11 we are
looking for them early so they can get it sorted early and are ready to come here, We are
also advertising them to the parents so they can get it sorted early for their children to
come to our school
Audience Profile-Older-The older audience profile will be that they are parents and they
are between the age of 38-58 and they are looking for a school for their child or children
to go too as well as that they in their free time they like to go to the gym, relaxing ,playing
golf and watching films.They would be middle class and have an administrative job. I
would put them as a C1 or C2 on the ABC 1 scale making them a skilled manual or
administrative worker which means they relate to most of the people around.They will be
looking out for a school their children can go to and if they do they will want to hear about
the school and the things we can offer them and their children (facts)
5. Audience Profile-Younger-The younger audience will be 10-16 years old they will
either be looking for a new one or moving on to the next school.They are
hardworking people but also they know how to relax and socialise with friends in
their spare time, they like to watch films andTV as well. On the scale I would put
them as a D or E because that they are a student and maybe work in their own time
doing a manual job.They will also be looking for what they can do subject wise and
activities wise in their new school.
Can they be split per advert?- I believe that we should split the adverts into two
separate ones we can do this by doing two different voice actors for the different
ones so people know that they are different and both offer different thing. I think
we should do this so we can properly sell both of them for example we would give
different facts and different student’s experiences. We could do this by using
different language words, different tones, approach for example one could be more
formal and advanced for the sixth form advert whereas the other one is more
relaxed but it needs to still be formal.
7. Launch dates – Ideally we need to launch the advert at times that people would be looking to apply,
when applying for a school position, people generally look around October or November time. I think
airing an advert after the school year starts would be a good time because this is prior to any open
evenings and it can entice people and bring them in to the school and sixth form. Launching all of the
adverts at similar times would be a good idea because some people don’t listen to the radio or watch
TV. It is crucial that we can get to the biggest amount of people as an audience so the advertising does
the best possible job it can. It would be wise to get the campaigns running before big events such as
open evenings so that parents can see the school and get an idea of why it would be good for their
children.As for the sixth form, people are much more independent at this age, parents would help a
little bit with students going on to college but it is a fairly easy process for people who are already
students at Ringwood and for people who come from other secondary schools, they will go through a
longer process but it is much more independent, because of this advertising outside of school hours
would be smart as the students are more likely to hear it, it could also be good to advertise in the
mornings when parents are driving children to school.Anywhere between 8 and 8.30 in the morning
would be good, between 3.15 and 3.45 would be good too.TV adverts should be shown a little after,
not many people watchTV in the mornings – too late is bad because people aren’t in the mood to be
dealing with school or work.When people get home and turn theTV on as they get back is a good
time. Between 4 and 5 would be great forTV advertisements. As for the print product – it would be
beneficial to put these out before any other part of the campaign, this is because if people see it
around they won’t really be inclined to look but it will be in their mind so later on if they hear theTV or
radio advertisements it will be stuck in their mind and they would likely look into the subject more if
they have children looking to enter the school. Even parents with children around the ages of 5-6
would be listening out, they won’t be looking as such but if something like this came up they would
definitely show some interest. Maybe launching this campaign a week before the radio/TV ads or less
would be ideal.This would give us time to get a small audience who might be looking out for further
advertisements.
8. Events – Open Evenings would be a large part of the event side, it would be good to get as many
people in both the sixth form and year 7 open evenings.We need to make sure that the adverts are
correlating to the open evenings and we live up to what we say is going to happen in the school, we
should be able to show this at events we host – if we can successfully live up to what we are advertising
at the events it is almost useless hosting them because people who go will likely lose interest. A lot of
people coming to both sixth form and joining the school are from feeder schools. For sixth form
around 90% of the people attending are from the lower school. Similarly, the lower school students are
mainly from feeder schools such as Poulner and Ringwood Junior Schools. It would be good if we could
get people from further away because we could recruit the best students but at the same time not
many people are willing to travel for very long each day – that is why we need to sell ourselves as a top
school and its crucial the events we host show that off. If we run rotary events it could give the school
some positive news reports and people would see about it, a lot of people would want their children to
be involved in events like this because it shows good morals and will teach children well. If I was a
parent I would definitely favour a school with good press about doing charity work because it portrays
them as a place with a very caring environment which is what most people want in a school.
Cost of Radio Slots – For 30 seconds, it costs roughly £2 per 1000 listeners.A 30 seconds advert
reaching 100,000 listeners would cost us only £200 for a week of running, running once every day.
Depending on how long we want the advert to run, how long we have it on the station for and how
many week we want it there for, we may need to adjust the budget.We don’t have that tight of a
budget considering the price for a week.We may need it running for more than a week, 30 seconds
should be fine but running it more than once a week would be crucial.
Stations / Channels - Putting our advert on a station with a younger audience or parents would be
beneficial, capital or heart would be a good one to go with, these radio stations range from £200 to
£5000 in price. As for channels, BBC news south would be a good one as it would be people who are in
the near area.
10. Legal and Ethical Issues
Copyright – Material that has been created through the use of someone
else’s work. This can be for example the use of someone else's music and
much more. You would have to ask for the permission of someone else.
Slander/Libel – Is where you are using language to directly offend another
party. This can mean that you will have to take things down due to it as you
can get sued for slandering someone.
Royalties – Royalties is money that people such as the PRS and the MCPS
collect if you are using music or a product of someone in order to protect
the use of that song or products in certain places.
11. Legal and Ethical (Continued)
Offensive Material – This can be anything from violence to sexual material
and behaviour as it can be very controversial due to the fact that most
material is able to be seen by all ages and people want to protect peoples
welfare. Especially children.
Permission to Record – This is important as the people whose identity is
being shown on these types of video should have the right to privacy. So
therefore if someone shows someone's face without permission, they can
sue the owner of that video.
Public Interest – The welfare of the public is basically what public interest
is. So if there is material of content that can be consider derogatory then
that therefore will damage the welfare of the public and the school.
12. Vox Pops
What are Vox pops?
Vox Pops are where someone goes
out onto the street and will ask
the general public questions for
them to answer into the camera
for some cause, usually the news.
Opinions will vary and questions
will usually be open so people can
give their opinion openly.
What issues could they bring?
One of the issues that Vox Pops could end up
bringing is all of the copyright and infringement
issues that come with the Vox Pops. These are
very common as they are tracked very strictly by
computer programs and people that can take
royalties from you, so you always have to be
aware of the use of copyright material in your
vox pops, to make sure that you aren’t violating
the terms and the conditions.
Another issue that will have to be considered is
the public interest or the welfare of the public,
because there is the chance in vox pops that
people can say things that are considered
controversial. If this happens then the welfare of
the public can be brought down which therefore
cause an ethical issue.
Finally, you will also have to get permission from
the people that you want in your vox pops to
record them. In some cases they will have to
sign a photo release form if they are being
13. What might we have to
consider for our planned
campaign?
Continuing on the point of public
interest and welfare, we will have to
consider the interest of the public
and what they like and dislike. The
audience profile explains what our
audience will are potentially into and
enjoy and dislike. If we don’t talk
about things or do things that do
not entice our audience to choose
our school and come and visit our
open evening, then that will mean
that they will lose interest in us and
they will not want to choose our
school as their primary choice,
which will decrease footfall.
In addition, we have to keep an eye on
all of the legal issues that come with
our campaign and especially the
material with it. We need to be aware of
this as we are pointing our campaign
towards a younger audience and that
means that we have to be extra careful
with our material. If our audience of
children end up seeing material that
they would deem inappropriate or
something that they don’t want to see,
we can get sued or prosecuted for it as
it is classed as against the law.
14. ASA Broadcasting Rules and
Research
ASA have a multitude of
rules when it comes to the
use of broadcasting in a
viral campaign. They are a
company that take focus
of all of the legalities when
it comes to broadcasting.
Out of all of the multitude
and selection of rules that
they have, here are the
most specific and
important ones that are
included.
Be aware of the use of faith
and religion in the wider
sense as it is very
controversial in the news.
No harm/offensive material.
This can also be considered
controversial due to the
nature of the school ads and
the audiences included.
No misleading
advertising, so we need
to aware that we use key
facts.
Be aware of the use of
children and consider
children audience as it could
be illegal to put a child in a
bad situation or exploiting
them.
You need to consider
privacy and not putting
locations of anyone’s
places or private
information as it could be
compromised by people.
15. How might OFCOM and
BBFC affect our
campaign?
The BBFC are a company that take responsibility of all of the
ratings that are in our media today, most commonly films and
television shows. They will affect us mostly in terms of television
just due to the fact that they mainly focus on the material advert.
However, even though they work similarly, OFCOM is a company
with a similar objective but they take focusing more of the audio
products such as your radio pieces and print products in some
cases. Some of them have to be wary of the codes of conducts as
well in order for them to follow the legal aspects and things that
come with it.
17. TV Advert- We would advertise this on adverts inYouTube videos, on localTV
stations, on the schools website and anywhere else that is local and would be
affordable for our budget. In the advert we want to make it interesting so lots of
activity needs to be going on and having lots of colour so you can draw the viewer
in.We also want to make sure that we have the schools name and slogan and
possibly some facts about the schools success if appropriate.
Radio Advert- We would try and advertise this on local radio stations such as forest
FM and capital south coast. In the advert we would use a soft male voice that has
lots of excitement and energy to keep the listener engaged with the advert about
the school. In this advert we would need lots of facts about the school success, how
happy students are (students comment possibly) and appropriate music to fit our
theme. At the end we would have the school’s slogan and the name of the school.
Print advert-We would have this advertised around the area near the school and
villages and cities near the school all on a big billboard. We could also have it in local
newspapers, the school website and on social media. Our print advert would need to
be creative and have lots of colour and something exciting and interesting going on
to draw people in to show them about the cool things you can do in the school and
what you can achieve.
18. Synopsis ofTV Advert-
For my 30 seconds advert for the school I will start in a library with the camera shot
being over the shoulder of a students and then the camera will go back and slide to
the right and show a table full of students reading books looking happy.The music
throughout the whole advert will be an uplifting soundtrack I found onYouTube.The
camera then disappears behind a shelf and the scene changes to a classroom where
the camera is giving an overview of the classroom at the back.The students will be
answering a question and then they all put up there whiteboards together.The
camera then goes behind someone’s back and goes to next scene where we are in a
big empty hall with a choir of school children singing.The camera shot will be a full
wide shot of everyone on stage and all the time the camera is slightly moving right
until it fades out of the scene.There will be some audio from the choir in the
background of this scene.The camera then goes to a workshop with people making
things and designing things working together as a team.The camera follows one
person around the room but making sure to show everything that goes on in the
workshop. Finally, the camera moves onto final scene and changes to a drone shot.
The drone will start following a race and then accelerates upwards.Then the text
‘Ringwood School’ comes up and then the strap line for the school ‘Your way
forward’ comes up with the logo and the advert ends.
