The radio campaign aims to bring students and parents to Ringwood School and Sixth Form open evenings. The school advert will feature a conversation between parents who have heard good things about the school. The sixth form advert will include sixth form students discussing how the open evening helped with their choices. The target audiences are years 5-6 students/parents and years 10-11 students/parents. Most families fall within the mainstream 4C's category. The campaign message is that Ringwood is the best local school, backed by exam results. The ads will launch 3-4 weeks before the open evenings on radio and in print to schools.

1. Full Campaign

2. SECTION A -
Bradley Mcgonigle

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 – Chris
Reynolds

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 – Chris
Reynolds

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. OFCOM
 OFCOM is a communication regulator in the UK. They ensure that UK
citizens get optimum communication services and that they’re protected
from scams and sharp practices, while competition can thrive.
 https://www.ofcom.org.uk/about-ofcom/what-is-ofcom

19. ASA
 The Advertising Standards Authority is an organisation which regulates
advertisements across all media platforms.
 In their regulation codes it states:
 ‘Rules that must be followed if directing ads at children or featuring them.
Includes rules about unsafe practices and unfair pressure; pester power
and sales promotions for children’. – This will effect our campaign as our
main target audience are children. So we shall not be offending any people
of any age in our campaign.
 https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-
code.html

20. BBFC
 The British Board of Film Classification are an organisation who are
responsible for the national classification and censorship for various film
and video works which include advertisements.
 https://en.wikipedia.org/wiki/British_Board_of_Film_Classification

21. Consequences
Some consequences of disobeying the regulations of the ASA and OFCOM
could be changing of the advert to comply within the rules or even complete
removal of the advert. From the BBFC, they would classify our advert as a
higher age rating and as our main target audience is children, we will need to
make sure that we secure a PG rating. If not, it could mean that parents will
not see our school as a suitable place for their children to attend.

22. SECTION D – Bradley
Venn-Griffiths

23. Storyboard

24. Sixth Form TV ad
 In our TV advert, we will have and family sitting around the table who have a
year 11 student waiting to get their results the following day. There will be
general conversation with gentle background music to set the friendly tone of
the advert to keep the audience relaxed. From the conversation and the facial
expression on the students face, the audience would be able to tell that they
are nervous. To show their expression we will use a close up. The scene will cut
to the next day at Ringwood School. We will see the student at school with
dramatic music in the background as they open their results. The music will
keep the audience intrigued in our school. As the student opens their results,
they will receive straight A’s showing the excellence of our school and that
particular student. After this we will see the student celebrating and then a
voice over of a narrator telling the audience about where to find Ringwood
School online and dates for the open evening.

25. Lower School TV ad
 The lower school TV ad will be closely linked to the Sixth Form ad to keep
continuity in our campaign message. It will again include a family on a car
journey with a year 6 student from a local feeder school in the back. The
will drive past Ringwood School. The camera will pan showing the school
with gold lighting in the background. Gold has positive connotations such
as precious items and good quality. This will create a good vibe for the
audience and improve public image. The subtle comedic effect will create a
relaxed mood around the advert, showing the school to be not too strict.
As they do this, the mother will say how she’s heard good things about the
school and the student insisting that they really wanted to go there. This
will create a positive image of Ringwood School in the audiences mind
therefore persuading them to come to the School.

26. 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.