The document outlines a marketing campaign for Ringwood School and Sixth Form. It includes: - The aims are to bring students and parents to two open evenings using radio ads featuring conversations about the school. - The target audiences are years 5-6 students and parents for the school ad, and years 10-11 students and parents for the sixth form ad. - The campaign will launch 3-4 weeks before the open evenings through radio ads on Capital South Coast during school runs and print ads distributed to local schools. - Considerations are given to avoiding libel, discrimination, age restrictions, and copyright issues in ad content.

1. Full Campaign

2. SECTION A

3. Aims & Objectives
 The aim of our radio campaign is to bring in students and
parents to both open evenings.
 Our school advert will include a family conversation in which
the parents have heard about how good the school is.
 The sixth form advert will include a conversation between two
sixth form students talking about how much the open evening
helped them choose their future.

4. Target Audience
 Our target audience for the school advert will be year 5&6
students and parents who are interested in coming to
Ringwood. Potentially year 4 parents as well
 The target audience for the sixth form ad will be year 10&11
students and parents.

5. NRS Scale
 Families can fall within any of the categories. Specifically
A,B,C1 and C2
 They would vary from upper class to skilled working class.

6. 4C’s
 Most families would fall within the mainstream category . This
is because they live In mainstream having routines such as
going to school everyday.
 Parent age would vary from 30 – 50
 Student age for school ad would be 10-11
 Student age for sixth form ad would be 15-16

7. Campaign Message
 Our campaign message is that Ringwood School and Sixth
Form is the best school to go to within the south. We will back
this up by using facts and figures from past exam results.
 We want the audience to come to the open evening as it will
give the a bright idea to what they want for the future

8. SECTION B

9. Launch
 The open evenings are on the 4th of October and the 7th of
November. We would aim to launch our advert 3-4 weeks
before the open evenings. This would allow for parents and
students to schedule in the date in advance which would help
ensure they will come. This will also help spread awareness
further if they hear it for longer periods of time. However, by
having it on for 3-4 weeks it may increase the radio costs
significantly. We would also release the print adverts to local
schools which will increase the chance of more people
coming.

10. Seasonal Events
 The biggest event in Ringwood would probably be the
Ringwood Carnival. This occurs on the 15th of September
which is around 3 weeks before the School open evening. This
would coincide with the release of our advert which would
help attract more people to come. The Carnival is attended by
many families and current Ringwood school students.
Advertising at the carnival could be a great chance for us to
bring in more people to the open evening.

11. Location and Scheduling
 Our preferred radio would be Capital South Coast. This is
because of its huge popularity in the local area which many
people will listen to. We tend to play our ads at prime time, 8-
9 am and 15-16 pm during the school run. This could be
considerably more expensive due to the competition for time
slots however, we feel there will be no point spending money
for having our ads played at midnight.

12. Cost
 The cost of radio advertising is calculated by number of
listeners rather than time of day or length of ad (although
these may be factors to the pricing). It is suggested that the
price will be £2 per 100,000 listeners. This will amount to £200.
 https://www.workspace.co.uk/community/homework/.../guide
-to-radio-advertising

13. SECTION C

14. Slander & Libel
 Slander is the action of making a false statement which damages
ones reputation
 Libel, which is very similar, is the publication of a false statement
which defames and damages one reputation
 To avoid this, we will not include or publicise any information within
our adverts regarding any other groups or organisations, therefore
we will not be held responsible for and slander or libel. If we were to
do this then we may be sued for money or for retraction of the
statement.
 Source: Google Dictionary

15. Discrimination
 This is the unjust or prejudicial treatment of different categories of
people, especially on the grounds of age, race or sex.
 We will not be mentioning any groups or individuals in particular so
again we cannot therefore be held responsible for this. If we were to
discriminate our public image would be tarnished and many people
may not attend any of the open evenings or even the school.
 Source: Google Dictionary.

16. Age
 The age rating of our campaign will be PG. We will
make sure that our adverts are age appropriate for
our target audience and that it will not contain any
violence, sexual or explicit content. If we were to do
this, it would again damage our reputation and
would put many people off coming to our open
evening.

17. Copyright
 This is the legal right for the originator to print,
publish or perform artistic or musical material for a
fixed number of years.
 In our ad we will be using royalty free music and will
avoid using any copyrighted music to avoid court
issues.

18. SECTION D
 See blogger.

19. Similarities between Print and Visual
advert
 Both our sixth form adverts will both include students receiving their results from their
exams. This conveys the same message to the audience in that if they were to come to
Ringwood, they should get good results.
 The School print and visual ad will differ in some ways but will convey the same
message. In the print advert, there will be a year 6 student looking into Ringwood
school with a teacher at the gates greeting them. In the audio ad, a mother talks about
how she's heard great stories regarding the friendly environment at Ringwood.
 Visual advertisement tends to bring in more viewers as watching TV is a mainstream
activity which fits in with our target audience. This will hopefully be the main way to
bring in more people so we will invest more into this ad. However, TV ad costs will be a
lot more expensive compared to other forms of advertisement.