The document discusses plans for two radio advertisements - one for lower school and one for sixth form - at Ringwood School. It outlines the target audiences, which are parents for the lower school ad and students for sixth form. It provides details on the content of each ad, with the lower school ad focusing on academic achievements and the sixth form ad highlighting various departments and subject offerings. Finally, it discusses potential recording locations and costs, estimating a maximum of £100 to record at a local studio and £428-£675 per 30 second ad on two local radio stations, depending on listenership.

1. Treatment
Medium
The medium for the campaign are the two adverts for commercial radio that we are planning to run.
Running Time
Each advert will run for 30 seconds.
Synopsis
From speaking with the group, both segments will contain a variety of`sounds around the site of
ringwood school`the segment would take up about half of the runtime. It will be surrounded by
scripted dialogue introducing people to the school. The younger advert will be grades-focused,
advertising the school’s academic achievements, including pass and good grade percentages.
The sixth form advert will contain statistics such as the amount of the subjects offered, and advertise
the large performing arts department.
We will not be using vox-pops as we will be using the effect of soundscaping within our advert.
Key Scenes
About half of the runtime in the advert will be scripted, trying to convince parents or students to come
to the the school. If any voices are discernible in the sounds of ringwood segment we will need to get
permission just in case.
Character List
Nathan S - singer
Mr Stone - English teacher speaking
Target Audience
Our target audience for the school advert is the parents of the students, as they will more than likely
have the final say in the choice of schools. Their priorities are usually getting the best grades their
children possibly can, as well as the happiness of their child. That means we will use statistics to
reinforce this message.
The target audience for the sixth form advert are mainly the students, which means that we will need
to make the school stand out. We can do this by highlighting the school’s best aspects,such as the
variety of subjects, and the well-equipped Performing Arts, Technology and Sports Departments.
In the wider aspect,our target audiences will be more location based than demographic based,
although in general we are only aiming at students and parents. The age of the students for the lower
school adverts is 10 to 11, and the for the sixth form advert 15-16. The age of the parents have a large
age range, and can’t really be targeted specifically. This is the same with the NRS and the 4C’s scale
Locations and Recording Costs
The recording location we will more than likely use is the school’s music technology department,
where software,microphones and other equipment are available to use if they are booked out. This
can be done with none or very little budget.
A potential location for recording is Absolute Music in Bournemouth. They have a large range of
recording studios and rehearsalrooms that we could use to record our album. The prices start at £40
per hour all inclusive, and we wouldn’t need much time to record a few voice lines. I expect no more
than £100 of costs if we were to record there.

2. Advert Cost
According to workspace.co.uk,radio advertising costs £2 per 1000 listeners for a 30 second advert.
The listenership figure for Capital is 214,000 at the moment. That means that the maximum cost is
£428 per 30 second advert, but I expect it to be much smaller than that, as that figure is the count of
people that tune in for at least 5 minutes across a whole week.
Heart Solent has 377,000 weekly listeners, but again that is likely an overestimate. The absolute
maximum cost of an advert is therefore is £675.
Given that I do not have accurate numbers,there is no way of estimating the cost without contacting
the station itself. If the price is too much we can reduce the count of the adverts to twice a weekday.