The document outlines a marketing campaign proposal for Ringwood School to increase attendance at open evenings for the sixth form and lower school. It includes plans for radio advertisements, print ads, and audiovisual content to target both students and parents. The radio ads will use voiceovers and student testimonials to promote the opportunities available. Print ads will showcase student life through images for both the sixth form and lower school. Audiovisual content will take the form of timelapse videos showing a typical student's day to immerse viewers in the school experience. The same branding and tagline will be used across all elements to tie the campaign together.

1. SECTION A: PROPOSAL

2. AIM
• To increase footfall to open evenings for the Sixth Form and Lower School.
• In turn this will ensure a fully functioning year group in the new school year with enough students to
run as many courses as possible.

3. HOW?
• For the lower school advert we were thinking of using a string voiceover in order to communicate the
necessary information so as to make it easy for the parents to gage and remember within their busy
schedules. We would also include Ofsted titles and the range of activities available as part of the
Ringwood School experience as this will be appealing to the audience who are scrutinising all of the
schools nearby during their decision process.
• For the Sixth Form the advert is going to be more heavily aimed at the students as they are older and
more able to make their own decision. We will do this by using a voxpop to help the year 11s engage
and imagine themselves alongside current students. A voiceover will also be used to present the key
information to make sure that the attendance on the open evening is as high as possible and
measurable for the school before the event.

4. TARGET AUDIENCE
• Sixth Form: Majorly aimed at the students and what they would envisage to be a good sixth form to
attend (fun, student orientated, social).
• Lower School: Predominately parents as they will have more control over the decision as their children
are younger.

5. THE MESSAGE
• To come to the open evenings and explore the facilities.
• To register online before so the school can gage the quantity of people attending on the two separate
nights.

6. SECTION B: CAMPAIGN
SCHEDULE

7. LAUNCH DATES
• For sixth form – Mid October, after the lower school open evening. (so that it doesn’t overlap), aired
around 3pm-7pm, week days.
• For lower school – the beginning of September, back to school, aired around 7.15am-8.15am, weekdays.
• We chose these dates after summer holidays because generally peoples schedules would have changed
(being off school/work) and also will not be in the right mind-set to be informed about school events.

8. LOCAL EVENTS FOR ADVERTISING
• Ringwood Carnival and fair – flyers and posters
Around September there several events around Ringwood town that attracts locals and people nearby to
visit. These visitors are the types of people that we are aiming our campaign towards; they’ll most likely
live in the catchment area, familiar with the town and understand Ringwood Schools’ status.

9. LOCATION OF RADIO STATION
• Wave 105, largest station in the South.
• It covers a range of audiences from children to adults. The 20 year old station is very youthful, updated
and interactive. It presents competitions, where £10,000 is available to win and they sell tickets online
for converts such as The Rolling Stones, Ed Sheeran and the event, the Isle of the White Festival. To get
an advert on Wave 105, it would mean being next to these huge names and hopefully be thought of as
incredibly genuine and official campaign.
• Forest FM, appropriate for local listeners, the station doesn’t have huge demand for adverts, so we
would be more incline to be selected.

10. COSTS
• Depending on the popularity of the station, as you are charge for how ever many people listen. For
example, it’ll usually cost around £2 per thousand listener.
• A 30 second advert can cost between £250 and £1000 a week. This can change, subject to how often its
aired a week and how many listeners there are.

11. AUDIO ADVERT PLANNING

12. LEGAL AND ETHICAL IMPLICATIONS
There are several issues that need to be considered when making our audio advert and what regulations and restrictions
there are regarding them. These topics include:
• Children- Regulatory bodies such as OFCOM and ASA have strict rules regarding children and what they can and can’t
say in adverts. We plan to use students in a vox pop for our advert and as they are under the age of 18 we will need
to get their parents to fill in consent forms assuring us that they understand the premise of the advert and where it
will be shared.
• Profanity- We won’t be able to use any music or voice overs that contain swearing or aggressive language, otherwise
our advert won’t be broadcast so we will need to ensure people in the vox pop don’t swear and the music is either
clean or perhaps doesn’t have any lyrics.
• False claims- We need to make sure all the things said in the voice over are factual and not leading statements or
false claims. Things said in the vox pop will need to be checked but they can be more lenient as they’re opinions and
we will say so in the advert so people are aware. It is particularly important that it is all factual as the ad (for sixth
form) is being aimed at children and young people so they may be more impressionable and take what is said more
literally than an adult audience.

13. MUSICMusic is a crucial element of the advert that will set the tone and possibly affect the
audiences’ perception of the advert. Because of this, we will need to ensure we pick
pieces of music that are appropriate for each advert. We cant use any music as almost
every song is copyrighted and we can’t afford to pay for the royalties so the options we
have are:
• Making our own music- the bedding track of the ad doesn’t need to be complex or
have lyrics as it is simply there to fill the empty space so we could easily make a
simple tune. In order to make this we would need to use software such as Cubase or
Audition but it may take some time to make a 2 tracks that we like and that fit our
criteria.
• Using Royalty Free Music- There are many websites online that have readily
available, copyright free music that we could use such as
https://www.bensound.com or http://incompetech.com/music/royalty-
free/music.html. The downside of these sites is that you have far less control and
choice over what your end track sounds like so you are more limited in that respect.

14. REGULATORY BODIES
• In the UK, OFCOM and ASA are the two largest regulatory bodies who ensure the safety of the general
public via TV and radio broadcasting. It’s because of these agencies that we can’t use offensive language
and children must be protected. Having looked at both websites, I found no further restrictions beyond
the ones already mentioned and if we are to break these regulations then our ad may either be moved
to after the watershed which defeats the point of the sixth form advert as it is aimed specifically at
students so we won’t be able to access our main target. If it isn’t moved past the watershed, then it will
be removed entirely so it is crucial that we follow these rules to ensure we reach as many listeners as
possible.

15. SECTION D: PRINT AND
AUDIO VISUAL PLAN

16. PRINT
SIXTH FORM: BY CREATING A COLLAGE OF IMAGES DISPLAYING WHAT LIFE AT RINGWOOD SIXTH FORM IS LIKE THE
AUDIENCE WILL BE ABLE TO GAGE THE BREADTH OF EXPERIENCES THEY WILL BE LIKELY TO RECEIVE SHOULD THEY
CHOOSE TO ATTEND. SOME EXAMPLES ARE THE COMMUNITY LIFE OF THE COMMON ROOM THROUGH AN IMAGE
OF A GROUP OF FRIENDS SOCIALISING IN BREAK AND LUNCHTIMES, EXTRA CURRICULAR OPPORTUNITIES WITH
IMAGES OF EVENTS SUCH AS THE BIG LONDON NIGHT WALK AND THE SENIOR CHRISTMAS PARTY AS WELL AS THE
INTERACTIVITY OF LESSONS ACROSS THE WIDE RANGE OF SUBJECTS OFFERED E.G SCIENCE EXPERIMENTS,
DISCUSSIONS ON LITERATURE, DRAMA PERFORMANCES, TEAMWORK IN SPORT AND FREEDOM OF CREATIVITY IN
ARTISTIC SUBJECTS.
THIS ADVERT WILL BE LINKABLE TO THE REST OF THE CAMPAIGN THROUGH THE TAGLINE “ENRICHING YOUNG
MINDS” WHICH WILL BE VISIBLE ON ALL PRINTS AND SPOKEN ON BOTH THE AUDIO AND AUDIO VISUAL ADVERTS.
FURTHERMORE WE CAN MAKE THIS ADVERT SPECIFICALLY APPEALING TO THE STUDENTS RATHER THAN THEIR
PARENTS BY PAINTING AN OVERALL PICTURE OF LIFE AT SIXTH FORM THAT THE 15-16 YEAR OLDS WOULD LIKE;
ASPECTS LIKE THE SOCIAL LIFE AND INDEPENDENCE OF BEING A SIXTH FORMER BECOMING AN EVIDENT THEME
THROUGHOUT THE COLLAGE.

17. • Lower School: In order to display the variety of subjects and choices available at Ringwood (this idea being a
valuable USP and comparison point to other Secondary schools and previous Primary schools) we have
decided to produce a series of differing images that demonstrate this message. Each print advert will follow
the same layout and theme to create synergy across the campaign, as well as the same tagline and logo like
the Sixth Form edition, yet they will be made from a selection of images showing the current students
indulging themselves in their education at Ringwood with subjects and activities that may not be offered in
other places eg a Food and Nutrition course, due to the size of the establishment.
• A key aspect that we would like to focus on is the large amount of extra curricular opportunity available to
the students, so after school clubs in sport, creative subjects, drama etc, the annual production and school
trips. This is because these prospects would not have been accessible in Primary schools due to the size of
the establishment and manageability with younger students, moreover in any smaller Secondary schools
that may advertise a more intimate level of education as a USP. We believe this colourful variety will entice a
wide range of parents and children who want to gain access to the broadest level of education they can.
Print

18. Audio Visual
• Sixth Form: For the audio visual section of the campaign we believe a montage of time-lapses
displaying the typical day of a sixth form student (from their point of view) would be the best way
to show the audience of curious year 11s what life at Ringwood is really like (and how good it is).
This way of filming is interactive and engaging to watch and will appeal to the younger target
audience due to its modern and homemade feel that will be reminiscent of the filming styles
used a lot on social media. Through this form of cinematography we can communicate with the
students in a language they know and understand, showing how the Sixth Form is aimed at and
partially ran by the young people who attend.
• Moreover we can display how the students get treated like adults as they can study
independently and socialise in their own student base known as the common room (including
the new café). On top of this a voiceover will be added to convey the necessary information and
link this advert to the audio and visual version as it will be the same voice, as well as the same
tagline.

19. • Lower School: In order to link both campaigns together in representing Ringwood School as a successful
establishment, the same idea will be followed for the lower school audio visual advert, however for a
different reason. A montage of the students day from their point of view will allow the parents to really see
the quality of education and extra curricular activities and will give them piece of mind as they will
experience how the school really runs from the point of view of a child identifiable with their own.
• Moreover there will be more of a push on fun and discovery in this version as this will appeal to the
students who are scared of ‘big school’ being different to the warm environment in their primary schools, in
addition to the parents who will want their student to have access to a wide array of subjects so as to find
their true interests and enjoy themselves in this new and exciting time of growing up. Yet again a voiceover
will be used to transfer the important information and link the audio-visual to the audio and the visual
(through the tagline) creating interdependence across the campaign that will be detectable for the audience
as they are exposed to the different platforms in their everyday lives.
Audio Visual