The document proposes a campaign to promote open evenings for Ringwood School and Ringwood Sixth Form. The aim is to drive footfall and showcase what each has to offer in terms of subjects, results, and opportunities. The campaign will achieve this through a radio advert highlighting facts about the school and sixth form's reputation and performance. The primary target audience for the school is Year 6 parents and students, while for the sixth form it is Year 11 students and parents. The message is about the dates and times of the open evenings and encouraging attendance to see what is offered. The goal is for attendees to register online so the school can track potential future students.

2. Proposal - Lily
Aims and Objectives:
What is the aim of your campaign?
0 The aim of our campaign is to promote and drive footfall to Ringwood School and Ringwood School
Sixth Forms opening evening in 2018 for the 2019 entry. This is where parents and students can visit
the school or sixth form to see what they have on offer to provide the best education possible. People
who attend these open evenings can get an insight of all the different subjects on offer and get the
opportunity to talk to teaching staff and the students who may be studying these subjects. These open
evenings are a fantastic opportunity to showcase everything the school and sixth form offer both
subject and non-subject related. It is also an aim for all the people who attend these two open evenings
to register their attendance via the school website so that the school and sixth form can see what
pupils may be thinking about joining the school or sixth form and where they came from before.
How is your company going to achieve these aims? What will happen in your radio advert?
0 Our company is going to achieve these aims by advertising how brilliant the school and sixth form are.
In the radio advert we are going to talk about what makes Ringwood School and Ringwood sixth form
special. This may include the fact that the school has an excellent reputation which has been built up
over many years, great GCSE results, they offer a diverse and personalised curriculum, with 58 courses
available to study and also offer 47 After School clubs every week. We may also talk about Ringwood
Sixth Form and how it has recently been re-affirmed as being in the top 16% of post 16 providers in the
UK and one of the highest performing providers in the region. The Sixth Form also have fantastic A-
Level and vocational results which have improved year on year with a 99% A-Level pass rate in 2017
from the 34 diverse and personalised programmes of study including both A Level and vocational
courses which they offer. As well as stating some of these facts during the radio advert we will also
achieve our aim by stating where to register attendance for the open evenings if the audience choose to
attend them. All of this will be said over background music.

3. Target Audience:
Who are your audience?
0 The primary target audience for Ringwood School would be Year 6 male and female
parents and carers as they will judge what school their children should go to which
then makes the children/students the secondary target audience. This is because
being younger they do not get as much of a say as potential sixth form students might.
The target audience for Ringwood School could also be Year 4 and Year 5 students as
people start to consider their secondary school choices earlier and earlier each year.
The primary Ringwood Sixth Form target audience will be male and female year 11
students as they will start to look at what
0 they would like to do and where they would like to go when they finish secondary
school. At the age students have more of a say as to what they would moving up from
primary to secondary and this makes students’ parents and carers of Year 11 the
secondary audience. Other potential audiences may be Year 10 students and their
parent’s and carers as people start to consider their Post 16 choices earlier.
Can they be split per advert? (One for the lower school, one for sixth form?)
0 The target audience can be split per advent as for both of the open evenings there are
different primary target audiences.

4. Ringwood School Audience:
This is an avatar of someone who may be my secondary target audience interested in my radio advert about
attending the Ringwood school open evening. This avatar is a year 6 girl who would be around the age of 10
or 11 who may be a potential student. She is a part of the secondary audience as her parents will be deciding
if Ringwood School is the best option for her. On the NRS Social Demographic Scale this young girl will fall
within the social grades C1, C2, D or E depending on her parent or carer’s social status and occupation. This
avatar will not have much spending power as she is only young and in education. The money she will get
would be pocking money from her parents. On the 4CS Scale this potential student will be ‘The Succeeder’ as
she will possess self-confidence, have a strong goal orientation and tend to be much organised. She will also
succeed in her school life. This avatar will also be ‘the Aspirer’ as she will be driven by materialistic,
acquisitive people, who are driven by others perceptions of them rather than by their own values. Her core in
need in life is for status. This avatars interests would be to take part in extra curriculum activities at school
with her friends.
I have chosen to create stereotypical avatars of the target audience who will be interested in my radio
advert about attending the Ringwood school open evening. One of these avatars is a middle aged female
and the other is male, they would be the parents or carers of a potential student at Ringwood School. These
parents would be the primary target audience as they will make the decision of what senior school is best
for their child. On the NRS Social Demographic Scale these parents will fall within the social grades C1, C2,
D or E. This means that the potential target audience will be parents who have a social status of lower
middle class, skilled working class, working class or those at the lowest level of subsistence. Therefore,
these avatars could have an occupation as a supervisory or clerical, junior managerial, administrative or
professional, a skilled manual worker, a semi or unskilled manual worker or casual or lowest grade
workers. These avatars would have more spending power then their child would, however not as much as
those who would have a higher class status. The reason why the target audience would not have a social
grade of A or B is because then they would have a higher social status, being upper class, which would then
result in them having a lot of money and paying for private education for their children. On the 4CS scale
these parents would be ‘The Reformers’ as they would value their own independent judgement as to if
Ringwood School is best for their child. They could also be ‘The Mainstream’ as they are people who live in
the world of the domestic and the everyday. They are just like all of the other parents who have year 6
children, and are trying to find the best place for their child to carry on their education. These avatars
interests would be attending the Ringwood school opening evening so that they can get an insight into the
school and what it has to offer for their child.

5. Ringwood Sixth Form Audience
I have chosen to create a stereotypical avatar of the target audience who
will be interested in my radio advert about attending the Ringwood sixth
form open evening. This avatar is a female who is in her last year of school,
aged 15/16 years old. This avatar will be thinking about where she wants
to go next to carry on her further education. This girl will be the primary
target audience for the radio advert, advertising the opening evening as
she has got to the age where she makes decisions about where she wants
to go and her parents will go along with it, being the secondary target
audience. On the NRS Social Demographic Scale this avatar will have a
social grade of D or E as she is still in education and therefore, will most
likely be working part time alongside with her education. This social grade
means that she will have a social status of working class or those at lowest
level of subsistence, meaning she will have an occupation as a semi or
unskilled manual worker or a casual or lowest grade worker. Therefore,
she will not have a huge spending power, but will be at that age where she
doesn’t get pocket money anymore. On the 4CS Scale this avatar will be
‘The Explorer’ as these people are driven by a need for discovery, challenge
and new frontiers and this avatar will be exploring where she wants to go
next to carry on her further education, Ringwood sixth form being an
option. She will also be ‘The Mainstream’ as their life choices are ‘we’
rather than ‘me’, at this age she will speak to her friends about their
choices and most likely will make the same. This avatars interests would
be looking to see what academic courses are available at Ringwood Sixth
Form to see if what she wants to do is available to study. Another interest
would be listening to the radio in her spare time which is how she would
hear the advert advertising the sixth form.

6. Campaign message
What is your campaign message?
0 The message of our campaign is that Ringwood School have an open
evening on Thursday 4th October 2018 4:30pm-7pm and that
Ringwood Sixth Form has an open evening on Wednesday 7th
November 2018 6pm-8pm. Another message is that both the school
and sixth form are high achieving places of education with a huge
variety of different courses and it would be brilliant if people come
along to see what the school and sixth form have to offer.
What do you want the audience to do?
0 We want the target audience to attend the open evenings to see what
both the school and sixth form have to offer and we would like it if
the target audience could register their attendance via the school
website so that the school or sixth form can see their potential
students, how many there are and where they have come from.

7. Schedule - Libby
Year 6- year 7
We would launch in September because everyone starts their last year and so they would want to look into
potential secondary schools. Also, if we start our campaign early we will remain in parents’ minds when they
are deciding which open days to go to. Starting early also gives us the chance to get more advertising for our
school and thus means there would be a potentially higher attendance to the open evening.
There would be a potential advertising opportunity in the annual Ringwood Carnival which, this year, falls on
the 15th of September. Whilst initially this could be thought to disrupt our campaign, it could also be utilised by
spreading posters or other types of print based media around Ringwood. This would be beneficial because it
would also be advertising in the catchment area. It may however, cause a decrease in people listening to the
radio. If we were to produce a print advertisement there could be a presence and participation in the parade
with an advertising banner, this could present a good image for the school as it would show that students are
willing to work together and are proud of their school, thus encouraging carers’ interest.
It may be worth advertising on air at a similar time to when the open evening is, so about 4:30pm as then
parents would realise what issues they may face with attendance, it will also help them plan their day.
To give a very rough perspective, a week-long campaign that uses a 30 second ad (minus production costs) could
cost anything from: •£500 on a local station •£2,500 on a regional station •Upwards from £10,000 on a national
station (http://www.radioadvertising.co.uk/costs)
We would want the radio advertising to be on a radio that is easily accessible and quite popular. While a local
radio would be advertising in a suitable catchment area, it may not prove very popular and so the intake of
parents from local radio alone may not be sufficient and so a region wide radio for example heart or wave 105
would prove more beneficial.

8. Year 11 – Year 12
There would be very subtle differences for this campaign. We would start
the advertising in October as the open day is in November. This would also
mean that year 11 students would be given some time to get to grips with
their work before they start looking at colleges or sixth form. The time our
audio advertisement would go on air would also need to change, because it
would be teenagers listening instead of parents. This may also men that
the time they spend listening to the radio could be quite limited.
Theoretically they would still have dinner with their parents and some
families may still listen to the radio together whilst they eat. This could
provide an opportunity around 7pm where teenagers would be listening.
It may still prove beneficial to play advertisements as parents come home
from work between 5-6pm because they may help their children decide
and so would raise awareness of our campaign.

9. Codes of Conduct/Legal and Ethical
Issues - Jasmine
What we will have to consider for our planned campaign.
For our planned campaign we are going to have to make sure that we comply with the first four rules of ASA. The
first four rules that we must comply to are Compliances, Recognition of advertising, misleading content and Harm
and Offence.
Compliance- Rules relating to social responsibility and legality.
Recognition of advertising- Separation rules and content rules to ensure that ads are not mistaken for editorial.
Misleading advertising- Substantiation (evidence to prove claims); pricing; the use of the word “free”; availability
of products, comparisons testimonials and more.
Harm and Offence- Rules to ensure that ads do not cause harm or serious or widespread offence.
We will not be using Vox Pops in our radio advert but if we were to we would have to consider consent. If one of
the people that we were recording was under 18, then they are technically still a child, so therefore would need
parental consent to be featured in our radio advert. However, if the person that we are using is over 18, then they
are technically an adult and can then give their consent themselves.
When making our radio advert, we are going to have to consider copyright, we are going to have to make sure that
we do not accidentally copy any work that other people have made as we do not want to be accused of doing so.
This means that before we start to create our radio advert, we must do some research to avoid doing the
something that is copyrighted. As well as this, we may have to consider copyrighting our final product as well as
we want it to be completely unique to Ringwood School.
When creating our advert, we must make sure that no slander or libel is being used. We must choose our
wording carefully to make sure that we are not giving away any false information to the public.
Ideally, for our radio adverts we are going to record somebody speaking about the School and Sixth form. To do
this, we are going to have to make sure that we get permission from the person that we are using, if this person is
under 18, then they are technically still classed as a child so therefore, will have to get a permission slip signed by
a parent or carer. If the person that we use is over the age of 18, then they are technically still an adult and will
therefore, be able to sign the permission slip themselves.
We will also have to consider royalties when recording our advert. We are planning to have some music in the
background of our advert. If we are using music that somebody has made, then we are going to have to pay the
producer of the music that has been made.
We will make sure that in our adverts, there is no offensive, language, behaviour or material that has the intent to
offend anybody and have the interest of the public in mind.

10. ASA Rules - Michelle
Ofcom:
Ofcom will make sure that the people
listening to our radio adverts will be
protected from harm. The radio
spectrum is also used in an efficient
way meaning that the radio will be
available to as many people as
possible which means that a large
amount of people will hear our
advertisement.
BBFC:
we have to make sure that our radio
advertisement is suitable for all ages
and follows the rules as it is to be
heard by both children and adults.

11. Print plan - Zoe
The Ringwood Sixth Form print plan shows a
class of sixth form students in a classroom
with a teacher. On the white board it will have
the important information so that the
audience don’t have to read much to get the
information needed. If they were then
interested in applying, then it says for them to
visit the Ringwood Sixth Form website for
more information that may not be listed on
the advert.
I tired to make the advert bright and colourful
so that it would stand out as a nice
environment for students to learn. This
however is a plan, so if we were to make an
actual print advert, we would have pictures
taken of students in a classroom so it looks
more realistic.

12. Audio-Visual Plan - Zoe
The audio-visual plan would last 30 seconds on
TV with all the important information on
screen with other details advertised as on the
Ringwood School website.