The campaign aims to promote Ringwood School and Sixth Form through two 30-second adverts to be aired on radio and printed in local newspapers. The adverts will highlight the schools' strong academic results and high percentage of students who pass exams to attract more year 6 and year 11 students to their open evenings. The campaign will launch the print ads 2-3 weeks before the events and follow with radio ads to remind audiences. It will aim to schedule radio ads during the after-school drive time of 3:30pm to target students and parents. Both ads will feature a graduating student to connect their message that Ringwood provides opportunities for academic success.

1. Group campaign
BY JAMES, JAMIE, TOM AND EREN

2. Section A – (Tom Cutler)
Aims and Objectives
The main aim of the campaign is to try and persuade people in year 6 and 11 to visit the opening
evenings for both the school and the aim of the campaign is to produce 2 30 second adverts that
will attempt to try and increase the footfall of both the main school and sixth form and to inform
the parents and students about what being at Ringwood school and sixth form is like and why is
it appealing to people in year 11 who are looking at going to college and people in year 6 who
are looking at going to secondary school. Our company is going to achieve these aims by
highlighting in our advert what is special about Ringwood School and the sixth form here and
why people would want to come here and some of the things that are special about the
establishment include that Ringwood school offers “58 courses,” and achieves “great GCSE
results,” while the sixth form has a “99% A level pass rate,” and a “100% pass rate in vocational
courses.”

3. Target Audience Students Parents
Our audience for Ringwood School is probably a mixture of students in year 6 and their parents as before going to secondary school the parents will need some information to
make sure that this is going to be the right school for their children and they might also want some information about the school and what courses it offers and the success of the
school, while the target audience is also children who will be looking for a secondary school to go to and they too will also want know about the courses that the school has to
offer.
A profile for someone who is in year 6 will be someone who is aged 11/12 and could be either female or male, they wouldn’t have that much spending power as at their age it is
very unlikely that they have a job so their spending power will be limited. Interests that they probably have would be going to after school clubs, watching TV and hanging out
with friends. Their lifestyle probably consists of waking up in the weekdays and going to school until roughly 3-3:30pm and then after that they might stay at school and do an
after school club or they might go home and do homework that are set. And at the weekend they will likely hang out with friends or watch TV. And at their age their
lifestyle/schedule is probably not that demanding as they won’t have that many responsibilities, however they are probably preparing for their SATS exams that they sit at the
end of the year.
A profile for the parents of the children will be people who are most likely 30+ and could be either male or female. They will definitely have more spending power than their
children as they will almost certainly have a job and therefore will have more disposable income than their children. Their lifestyle/schedule probably consists of getting up,
taking their child to school and then going to work at the
While for the sixth form the target audience is more likely to be year 11 students than their parents as unlike with secondary school children have more of a say and influence
with where they want to go after their GCSE’s, therefore they have more of a say where they want to go because only certain colleges might have courses they want to go to and
their parents are unlikely to force them to go to a college that they don’t want to go to and that doesn’t offer the courses that they want to do so I feel that the campaign should
be aimed mainly at year 11 students as they are in control of their future more than their parents at this stage. But it should still inform their parents about what the sixth form is
like and some information about it.

4. Campaign Message
The message of the campaign to the target audience is to try and persuade them that Ringwood
school and sixth form is the correct place for their child/children to go to and that it will offer
them the best chance to achieve good grades that aid them in their future lives and allow them
the opportunity to get a good job or to get into a good university. And following this campaign I
want the audience to come to the open evenings for either the sixth form or for people looking at
going to Ringwood secondary school, also after listening to the campaign I would like for either
the parents to inform their children about the school and what it offers or for the children to tell
their parents about the school or sixth form, as I want the open evenings to go positively and
result in the students and parents being impressed with the school enough to want to desire to
go there.

5. Section B – schedule ( Jamie Hamer)
Launch dates
When would you launch the various adverts?
We would aim to launch the adverts 2-3 weeks before the open evenings as this would allow for
people to be able to make sure that they can attend the evening and plan other commitments for
other nights. We would be using radio and print adverts as they would be appropriate for the
budget. The school opening evening is on the 4th October 2018 and the sixth forms open evening
is on the 7th November 2018. We would launch the print adverts first as this is cheaper and the
adverts can go out in quantity around the local area and to the feeder schools which are likely to
have students wanting to go to the school or sixth form. Then it would be appropriate to release
the radio adverts as it will hopefully be reminding people to come along after seeing the print
adverts beforehand.

6. Seasonal and calendar events
On Saturday the 15th of September, the Ringwood carnival and fair would be taking place and this
would be a good opportunity to catch people’s attention and entice them into coming to the
Ringwood school open evening as it is roughly around 3 weeks before so it would be a good chance to
use print adverts around Ringwood so people would see them. Currently there are no events taking
place on the open evenings so there wouldn’t be a major distraction for people not to attend.
However, the dates for other schools, sixth forms and colleges haven’t been released yet but they tend
to liaise with each other so that there are no clashes.
Location and scheduling
Heart and capital would be the preferable radio stations if it can be made cost effective as they are
quite big radio stations. Also, the best time for the adverts to be broadcasted would be at around
15.30 and this would catch the attention of the target market for both opening evenings as at around
this time they would be traveling home from school. The price of the adverts can vary and is very
dependent on the time that is why 15.30 would be a good time as it will be cheaper than prime time.

7. Section C – (James Pugh)
Legal & Ethical Issues:
There are many legal and ethical issues that we as a production company have to consider when making our
campaign. Firstly we must make sure that there are no copyright issues for our campaign as this could result in
the production company having to pay those who we have taken copyrighted material from. In addition to this,
we need to make sure that we do not use any copyrighted material because we may lose some of the profits that
we make from the advertising campaign.
Slander & Libel
It is important not to include anything on the Print, Radio and TV adverts that falsely accuse people and say things
in an attempt to try and damage their reputation as if people think that you are trying to slander them then they
have the right and they might try and sue you for falsely making statements about people. You can avoid slander
by not including any false statements or using offensive language to try and offend individuals as it could
Libel is similar to slander as it is publishing statements that can offend or ruin a person’s reputation or defaming
them, again if you do this to someone then they again have the option to sue you if they think that the
information that you released is damaging to them and if people found out that you did this then again it could
harm the reputation of the campaign and could decrease the popularity of it.

8. Age rating
Also we need to make that the campaign is kept to PG and doesn’t contain any violence or swearing
that could offend people or be unsuitable for children to listen to or watch. And if things like violence
and swearing were in the campaign then it could ruin the reputation of the campaign so it would be
an good idea to avoid including these things so that we can maintain a good and happy following as if
we include these things then parents might think that the school or sixth form is not a good idea as it
would portray an image that we accept violence and offensive language.
Copyright
It is also important that we don’t include anything that is copyright protected and that everything we
produce or use is our own work and not copied or taken from other businesses and their campaigns.
We need to do this and follow copyright acts because if we use other peoples work and use it as our
own then we could be sued by these companies for using their work.

9. Regulatory Bodies
ASA have many broadcasting codes that all advertising campaigns have to stick to. There are
many that apply more to our campaign than others do. An example of this is the children code
and convention which is when “rules 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.” We need to ensure that we follow this code by not including any bad
language or adult content in the adverts otherwise it may become censored. This is probably
one of the most important codes to follow as the whole campaign is aimed at children and their
parents to try to attract them to this school.

10. Section D – (Eren Celik)
Audio-Visual and VISUAL Advert Synopsis and scriptThe camera shows flowers in the school site
A man in suit enters in to the school gates and starts talking
Ringwood School is one of the best Secondary School and Sixth Form in the UK.
Starts walking around the school
In fact it has managed to come in top 12% of best schools in the country just last year.
Close –Up to his face.
In fact, lets have a look at some results.
Camera shows the Ringwood school building.
Just last year 77.4% of students have achieved a grade 9-4 in English language, literature and maths
with their GCSE’s.
The Man in suit then is inside the school and shows a classroom with students in it.

11. This is an, huge, 8% increase on last years’ results and your child is almost guaranteed to be one of them.
Footage of Ringwood Sixth Form then comes up.
Ah, and if you have already achieved those GCSE’s then amazing opportunities are waiting for you also at
Ringwood Sixth Form.
Camera shows students studying together outside.
More results; Sixth Form has 99.6% A Level Pass rate & 100% in Vocational Courses and Over 53% of all grades
awarded were at grades A*-B.
Footage of a student getting his/her diploma.
And once you got you’re a-levels you have all the opportunities in the country to make your wish come true.
Information and contact details come up.
To contact call 0756465 or email ringwoodschool@gmailcom. Ringwood School, a national teaching academy

12. THE STORYBOARD OF AUDIO-VISUAL
ADVERT This is a drawn example storyboard to show what could
happen in a 30 second TV advert.
In first 2 seconds the camera zooms out from a flower in the
school site. Then the school gates open and a man in suit
enters the school.
He then starts giving information about the exam results of
Ringwood School in past years. And while doing that he takes
audience in a trip around school which includes; classrooms,
outside school view and the Sixth Form’s view.
Close to the end, there is a student’s graduation ceremony
where he gets his diploma and shakes the principals hand.
At the end the same flower from the first shot in a close up
on the background and Ringwood Schools details with the
production company logo and name.
This type of advertising gives the audience a virtual taste of
being a student at Ringwood School and how the journey ends
with a nice graduation ceremony. Students and parents can
have a look at what the school offers with information about
the pass rates so they will have an idea about how successful
the school is.

13. Print Advert Example – DRAWN AND
EDITED
This is an edited example of the print advert. It
includes the same layout with a graduate student
image on the right and Ringwood School with the
production company name.
This is an drawn example of the print advert. On the
right hand there is a graduate student holding a
diploma and looking happy. Then there is Ringwood
School’s name, and contact details with the advert
production company name.

14. Similarities between print and audio-
visual advert
Print advert and Audio-Visual Advert have similarities between them. Audio-visual advert includes a
scene where a student is graduating and getting his diploma. Similarly in the print advert there is an
image of a graduate student with a graduation hat and a diploma showing his happy face.
This similarity creates a link between two adverts, connecting them together with the same
message. The happy face of the student reveals that he is happy with his results and the fact that
Ringwood School’s name and details a there suggests he has graduated from that particular academy
and has gained great skills and results.
The same message is given when the man in suit in the storyboard goes up to a students
graduation. And to remind audience about the audio-visual advert the same student will be used in
the print advert.
This way of advertising can help the audience who listen to radio to have a virtual look at what they
will get and can increase the number of viewers receiving the message both online and on TV.