2. SECTION A – PROPOSAL (AIM)
Our aim is to produce 2 radio adverts, one advert will be promoting the main school, the other
will be for the 6th form. Both need to be upbeat and positive, this is done to promote the
welcoming environment Ringwood withholds.
To achieve these aims, our group have decided to use people of all ages throughout the school
to speak in a voxpop way. Using a range of genders and ages will illustrate to our target audience
that no matter who you are you can join Ringwood.
This is not to say that 6th form students will talk about year 7, it will be year 7 to 11 who will be
in the advert for the main school, likewise 6th form students will be talking about 6th form.
3. SECTION A – PROPOSAL (TARGET
AUDIENCE)
The great thing about radio advertisement is that a wide range of people listen to the radio, we
aim to target our advert towards parents who will have children attending junior school, this is
because they will be looking to see where their children will start the next chapter of their life.
The time this advert is on is also crucial, we aim to have it around 8:00am till 9:00am and
3:00pm till 4:00pm, these are peak times for school, the dreaded early morning school run and
when parents pick up the children after school. Parents are likely to listen to the radio at both
these times so we must make sure as a team that language used is appropriate, not only this
though, it must be very formal as well as enjoyable.
Using upbeat music will keep parents entertained during school runs, in addition to this if the
music holds a good rhythm or one that is catchy, parents and children are more likely to
remember it. Small techniques like this could pay great effect because if the ad is done to a high
standard and has these clever tricks in, people will want to take a look at Ringwood school.
4. SECTION A – PROPOSAL CAMPAIGN
MESSAGE
As a group the aim of the advert is to get as many people join Ringwood school as possible, if
this is to happen we need a strong campaign message, this message is that Ringwood is a , fun,
exciting place to learn and further your individual skills regardless of what it is. To add to this, we
need parents to feel like they are able to send their children Ringwood school or 6th form.
Our slogan for the advert is ‘Experience Ringwood’ we decided on this because when people
hear the advert on the radio, and want to experience the great school the advert would have
just portrayed through audio advertising, plus, the word ‘experience’ suggests its something you
remember, you will take something away from whatever you have gone to experience. I feel this
will entice people, and then when they do come to visit, the advert will do the school and 6th
form justice.
5. SECTION A - PROPOSAL (WHAT IS
RINGWOOD SCHOOL?)
This question allows us as students to communicate with other students and find out what they
think makes Ringwood what it is.
When we find this information out we can use it within our advert or VOXPOP, a few ideas we
have generated is that Ringwood is: Learning, after school clubs and school trips. These basic
first thoughts will then spark more ideas when we communicate with other people of our age as
well as those in the younger years.
Throughout the advert we hope to achieve all that has been mentioned in the previous slides, I
feel the campaign message will be vital to this, as well as our communication skills with the
younger years of the school to get their view on what Ringwood school is like. Likewise for 6th
from.
6. Section B - Campaign Schedule
Main School Advert Launch Date – 2 months prior to school opening, beginning of July/August.
This is to give parents enough time to plan where their children will go.
Sixth Form Advert Launch Date – 2 weeks before results day. This is to give students time to
think about their decision before getting their results and having to make a final choice.
All adverts would be launched simultaneously to increase the impact and awareness to the
audience.
Events such as the Open Evening, Results Day and Sports Day could all be used to boost
awareness for the campaign. Sports day and information evenings would be a good time to
advertise the sixth form and main school, due to the large amount of parents on the site.
Results day and Open Evenings would be good to boost the sixth form adverts as there would
be many students and parents there especially to decide on the next step for their children.
External events such as the Carnival and Pedal Car Grand Prix would be ideal to advertise on as
they always have a huge audience and would show the school in a very positive way.
Inset days could interfere with the campaign as there would be no ‘school run’ to advertise within.
7. We would air the advert on local radio stations like Heart and Breeze, this would get a lot of exposure as
they are local stations so would be relevant to the area and the majority of the stations listeners. Their
advertising slots would also be significantly cheaper as they are not national stations.
We would only need to advertise within a radius around the school as realistically, nobody from
Scotland will be attending the school.
We would aim to air our radio adverts during the school run, 8-9 am. This is when the most parents are
in the car with their children and are likely to be listening to the radio. We would also air the advert
during the day over summer holidays as this is likely to be the most common time for family outings,
resulting in our target audience hearing the advert outside of the school run.
We would show our TV advert at around 6-8pm on channels such as ITV and Channel 4 with a regional
package. The regional package means that our advert only gets shown to viewers within a certain region
near the school. This reduces the costs greatly and also makes the advert only relevant to the
appropriate audience.
To take our campaign further, we would also look into printing adverts for busses and bus stops as these
are greatly used by our target audience daily. We would also look into Snapchat location filters. This
would create an entertaining and easy way to promote the school as the majority of the target audience
would use Snapchat.
After looking into the cost of radio advertising, I found that you must email the station before you can
get any prices information so that they can verify the advertiser.
8. Section C- Codes of Conduct
Regulatory Bodies
For our radio advert we plan to use the voices of younger students from the school, we feel like this is
an appropriate approach as it shows the student cares about the school. This could attract more
people to join in the new school year. We are planning on using children from the ages of 11-16 (Year
7-11). A child is someone under the age of 16 therefore we will need to ask permission from parents
to use there child in advertisement. The rough guidelines include rules like: Ads must not hurt a child,
can’t include rude language or violence.
https://www.asa.org.uk/
9. Guidelines and Rules
Due to Legal and ethical reasons we can’t
slander any other schools or colleges, this means
that we wont be allowed to be rude or make
another school look bad.
We would have to use non-copyright music to
avoid getting sued, there is royalty free music
that we will have to use or get permission to use
copyrighted music.
No bad language is allowed to be used as the
advert as it will be played to young children.
Our advert is trying to captivate a few different
audiences, mainly the parents as they will be
making the decision however the children are also
a good target as they are the ones going to the
school so it needs to seem good from the get go.
5.1- Advertisements that are suitable for older
children but could distress younger children must
be sensitively scheduled.
5.3- Advertisements must not condone or
encourage practices that are detrimental to
children's health.
5.4- Advertisements must not condone or
encourage bullying.
5.6- Advertisements must not imply that children
are likely to be ridiculed, inferior to others, less
popular, disloyal or have let someone down if they
or their family do not use a product or service.
5.8- Child actors may feature in advertisements but
care must be taken to ensure that those
advertisements neither mislead nor exploit
children's inexperience, credulity or sense of
loyalty.
All Rules found here-
https://www.asa.org.uk/type/broadcast/code_secti
on/05.html
Legal and Ethical issues
10. OFCOM
UK’s communications regulator
Protects public from scams and sharp practices
Operate under a number of Acts of Parliament
(Communications Act 2003)
Prompt the competition to interest the citizens
and consumers
https://www.ofcom.org.uk/home
ASA
Provide proportionate and fair process for all
involved when it come to complaints.
Take all complaints seriously and look whether
any rules have been broken
Accept complaints from industry and the public.
https://www.asa.org.uk/
11. SECTION D – Print and Audio Visual
PRINT ADVERT
For our print advert we will aim to use different people to those who would in the TV advert,
this is done to keep visuals fresh and also show the diverse range of people that Ringwood
welcome, this links back to section A where I spoke about the welcoming environment that
Ringwood has.
The idea for the print advert is to have a variety of people in a class room with facial expressions
that illustrate enjoyment for whatever they are doing.
We aim to put these adverts around local areas, specifically looking at places inside the
catchment area as it makes the whole process of selecting schools a lot easier for out target
audience, not only this we will be looking to put the print advert onto buses and bus stops, it is
very common to stare at the adverts on buses whilst travelling in the car and also for the
students who would be looking at 6th form, it is common for them to be catching the bus into
cities like Bournemouth, whilst waiting for their buses they could be looking at our print advert
which hopefully will make them consider joining Ringwood 6th form.
12. SECTION D – TV ADVERT
This is very similar to the print advert, our aim for the TV ad is to have a short and sweet advert
that delivers the message in a straight to the point manor, this is because people nowadays,
especially teenagers, have extremely short attention spans, this is key information for us as we
know what we need to do to promote the school in a very short amount of time.
Visually appealing and bright colours is something we need to focus on, when advertising for
something you want people to be a part of you cant have anything that would draw negative
connotations for example, a dark room with people in or if the weather was bad youd need to
think of a way of re adjusting your light settings in camera or post to make sure the audience
isn’t getting the impression that Ringwood is a dark place.
13. SECTION D – RADIO ADVERT
Personally the radio advert will be the hardest to pull off, this is because there are no visuals to
compliment the points we will be making about Ringwood school.
We shall be using the voxpop technique, this allows a wide range of voices to speak about their
own opinion, this will make the advert relatable for the children who will potentially be looking
at joining the school
Creating interdependence throughout all three adverts will be difficult, partly because pne ad
has no visuals, but this can be over come by using the same voice in the radio advert as it would
be in the TV ad, furthermore, colours and locations from the TV ad can match and interlink with
the print advert, this technique is done so when people see or hear it in different environments
you can recognise that each advert is trying to promote the same campaign message.
