The document contains information about advertising campaigns for Ringwood Sixth Form and Year 7. For the Sixth Form campaign, the goals are to increase enrollment by emphasizing the high pass and university acceptance rates. The target audience is current year 11 students. For Year 7, the goal is to increase enrollment from outside the catchment area by moving families to the local area. The target audience is parents of students in years 4-6 from Dorset and Hampshire. Both campaigns aim to highlight the opportunities and future success Ringwood can provide through the slogans "Choose your future, choose your life" and "A brighter start, to a brighter future."

1. FULL CAMPAIGN
This is our full campaign which includes all four sections that had to be completed. I completed
Section A for the group, the proposal.

2. SIXTH FORM
The aims and objectives of our sixth form campaign are as follows: to encourage more current year 11 students or students who have just finished their
GCSEs, to come to Ringwood sixth form. To achieve these aims, we have some interesting and very persuasive statistics that will persuade more students to
consider attending. These are that it has a 99% a-level pass rate for students and 97% of students get their first choice of university. Not only would this be
attractive to students, but also their parents. These statistics are therefore very important to include in the advertisement as they may be the decisive factor
that may want these year 11 students to apply for Ringwood sixth form. We plan to release the advert in early November.
Our target audience is for the sixth form advert is current year 11 students or students who have just completed their GCSEs as we want to boost the
numbers of sixth form students Ringwood. Although we are also producing an advert for year 7 in the lower school, we are doing two separate adverts for
each one. Following is the stereotypical image of a sixth form student who we are appealing to:
This is what our stereotypical target audience would look like. They can be of any gender and they will be aged
between 15-16 years old, as they will have just completed their GCSE exams. Their lifestyle will be that of a full-
time student as they are under the age of 18, however they will have limited spending power as they can only
work part-time jobs if they have one. Therefore, they will have some disposable income and spending power to
spend going out to town with their friends and buy clothes and other consumer goods such as televisions and
games consoles. Referring to the NRS scale, they will be a B, as they will all most likely come from a middle
class backgrounds. Referring to the 4C’s scale, they will stereotypically be the mainstream and the aspirer as
they will want all the popular things of the time; the things everyone else has/interested in. This is things such as
technology, fashion and music taste. However, they will also be the aspirer as they all want to continue into
further education after school, unlike some of their peers who may choose other routes in their life.
The message of our campaign is that we want more students to join Ringwood Sixth Form.
What we want to achieve by our campaign is to have more sixth formers than before. Our
conclusive slogan for the sixth form campaign is as follows: “Choose your future, choose
your life” with specific emphasis on the “your”.
SECTION A: PROPOSAL

3. YEAR 7
The aims and objectives for the year 7 advertisement is to encourage more parents to send their students to Ringwood School, especially for families
who live outside the catchment area. Therefore, we plan to release the advert so that we have families from all across Hampshire and Dorset come and
move to the local area, to send their children to Ringwood in a few years time. To achieve our aim, we will use of techniques that will make this campaign
stand out from others. For example, to start year 7 advert off, we will have a school bell ring to open up as it grabs the attention of our audience.
Therefore, our target audience that we are advertising to for the year 7 campaign, is parents from Dorset and Hampshire who have children from the
academic years all the way from year 4-6. We will have two different campaigns for the adverts so that we have more time to advertise each campaign.
Here are is a demonstration of the stereotypical parent we are advertising to:
The age of the parents could be from 35-45, considering that the children who are approaching year 7, maybe a
second or third child. They are most likely to be graded a B on the NRS scale because the majority of parents we
are advertising to are middle class. They will stereotypically work in office jobs, due to their middle class status,
which is why they are dressed professionally. Furthermore, it is expected that they will have a bit of disposable
income as they are middle class and work in an office or some kind of profession, which naturally offers them
some security, and with that comes spending power. Our target audience is more likely to be middle class as
Ringwood is an Academy school, and so it expected that the students will respect the school and care for their
education, as that is very much a middle class value. Referring to the 4C’s scale, the target audience will be the
succeeder as they have established a secure job, with good pay and can afford luxuries and other consumer
goods. Such as a more expensive house, nicer car etc. They will also most likely come from middle class
background themselves, who have got to university and obtained a degree in their chosen profession.
The message of our campaign is that we want more students to join Ringwood School in year 7, particularly more
students who live outside the catchment area who are willing to move in order for their child to attend the school.
We will release the advertisement in the beginning of October. Our slogan is similar to the one used for our sixth
form campaign: “A brighter start, to a brighter future”.

4. SECTION B: CAMPAIGN SCHEDULE
RADIO LAUNCH DATES
• We would choose to release the lower school radio advert near the end of august as this will give the parents 2 months to consider
and apply to the schools open day on the 4th of October. We will choose to air it towards the end of august as this is when parents
start thinking about school as the new school year is about to begin, so if a parent/carer heard our radio advert at this time of the
year it is more likely for them to go to the schools website and book a place in the open day.
• We would release the sixth form radio advert in early September as the sixth form open evening is on Tuesday 12th November
2019, we would release our radio advert in September as this gives the parents/carers and students 2 months to consider and book
the sixth from open day. We would release the radio advert earlier than the television and the print advert as we feel that if our
audience hears our message first they will see our visual adverts and then be reminded of the opportunity if they were to forget
about the open evening.
TELEVISION AND PRINT ADVERTS RELEASE DATES
We would release the television and the print advert for the school open evening mid September, we would do this as it gives parents
who haven’t heard the radio advert a chance to book now and for parents who might have forgot to book on. We would separate the
release of the radio advert and the visual adverts to make sure that we can try to access everyone in our target audience as some
families may still be on holiday when we chose to release or radio advert. Another good reason fro releasing the adverts in mid
September is because the school year has just started so parents are thinking about school and an advert about school will likely grab
their attention.
We would choose to release the sixth form open day print and television adverts in early October as this will give the students another
month to book on to the open day if they hadn’t heard the radio advert already. Once again we have chosen to release our visual
adverts at a later date from our radio advert as it will allow those who missed/didn’t hear the radio advert a chance to book before it is to
late

5. LOCATION AND SCHEDULING OF RADIO ADVERTS
We would choose to put our lower school radio advert on Heart.FM as their target audience is middle aged mothers who would
either stay at home or have a job that allows music to be listened to. We would choose to play our lower school advert at 8:00
am as this is the stereotypical school run time, so parents would be in cars with the radio on thus they are more likely to hear
our advert.
For our sixth form radio advert we would choose to put it on Capital.FM as this station plays more modern music such as the
charts which will attract a younger audience such as our target audience (year 11 students). Once again we choose to play
our advert on the radio at the time of 8:00 am as this is when the year 11 students will be getting ready/a lift to school and they
will listen to this radio station and hear our advert.

6. SECTION C: CODES OF CONDUCT
What might we need to consider in our planned campaigns?
Relevant legal/ethical issues/constraints
• Copy rights on music or any sound effects we use
• Budget of £2000
• Paying the radio stations for air time
• Paying the actor who speaking
• Making sure we don’t say anything offensive
• Using the 30s effectively
• Making sure the target audience/ listeners get all the information needed.
• No offensive or violent references.
• Permission to record in a studio- paying for the professional studio
• Making sure to not make false references or cause slander
• The people who made the music would get royalties (actors wouldn’t as were not going to be making money from this advert)
• Actors contract(would get one payment for doing the voice over)
• Vox Pop- we might use vox pop so will need to be careful when going around make sure that we get clear clarity.

7. Describe how the regulatory bodies’ codes of conduct and regulations affect you planned campaign.
• Code 1- compliance – We need to make sure that our advert is not misleading or could cause serious or widespread offence or
harm to the vulnerable, especially children. Our radio advert, would need to be checked and cleared by the relevant staff in the
station concerned to make sure that the advert clears all the necessities of this code.
• Code 2 - Recognition of advertising- our advertisement subject must be obviously distinguishable.
• Code 3 - Misleading advertising- Advertising must not be materially mislead or be likely to do so. We need to make sure that what
we advertise is fair on the audience to that they can make an informed decision about where to buy or apply.
• Code 4 - Harm and offence- our advert must not be harmful or offensive to our audience
• Code 5 - children-The context in which an advertisement is likely to be broadcast and the likely age of the audience must be taken
into account to avoid unsuitable scheduling. A child is someone under the age of 16!! "Products and services of interest to children"
are products or services that are likely to appeal to children but are not of exclusive interest to them.
• How might these codes effect our campaign? These broadcast code rules developed by ASA will effect the way we make our radio
advert. We need to make sure that straight away that our two adverts are trying to get year 6’s to join Ringwood Lower school when
they're ready to move up to year 7. As well as in our second advert trying to get year 11’s to join Ringwood Sixth Form. We need to
make sure that both have no offensive or harmful language or references in it so that we don’t get any complaints and don’t cause
an issue in the areas that it is being broadcast to. Furthermore, we need to make sure that we don’t mislead our target audience
(parents and teenagers 16+) To do this we will make sure we have a true script that’s not complicated for the listeners to hear.
• OFCOM have similar broadcasting code rules. They say we need to make sure that our radio advert needs to ensure that
broadcasters avoid unwarranted infringement of privacy in programs.
• Over all we need to ensure not to add any offensive or harmful language or references to avoid complaints. We must make sure
that our advert is clear made timely and on misleading. We must make sure that it is broadcast when the appropriate audience will
be listening (during school rush hours and during when parents will be listening).

9. SECTION D: PRINT AND AUDIO
VISUAL PLAN
TELEVISION ADVERTISEMENT SYNOPSIS
YEAR 7
A year 7 boy leaves his house on their way to school, they turn up to school and walk into a tutor but as they
go through the door it changes to a year 8 girl. They then go to maths and again as they go through the door
they turn to a year 9 boy. A year 10 girl then goes to Art, a year 11 boy in PE, a year 12 girl in Photography and
a year 13 boy going to Performing Arts. These are all quick paced edits and will only last about 15 seconds.
This gives the viewer a chance to see the subjects we offer and see that we offer all our subjects to all
genders and ages.
This will be followed by longer clips of children in the school and sixth-form looking happy and positive doing
their work. We will also include clips of teachers helping students, showing a welcoming environment that
parents would want to send their children to.

10. STORYBOARD

11. POSTER