OUR CAMPAIGN PLANS

PLANNING OUR CAMPAIGN Keystone Incorporated

AIMS OF OUR CAMPAIGN
As an audio advertising agency we aim to drive students and parents
to attend the open days for Ringwood School and Sixth Form on
Thursday 4th October 2018 (4:30-7pm) and Wednesday 7th November
(6-8pm)We will achieve these aims by advertising on 3 media
platforms (TV, print and radio)
If pupils and adults are interested in recruiting to Ringwood School
we would like to know who are attending and how many people will
be attentive, roughly. In order for this, we would advise people to
attend the open days via the Ringwood School website, so marketing
finances know averagely how many people will be attending these
open days.

AIMS ACHIEVED
We will achieve these aims by advertising on 3 media platforms (TV,
print and radio)
The use of advertising on 3 platforms ensures it targets that diverse
audience in 3 different ways. For example, if certain people listen to
the radio then they will more likely hear the radio advertisement than
the TV or print advertisement. Whereas people who are out and about
and notice print advertisements then they will be targeted by those
print advertisements.

RADIO ADVERT
The radio advert will target two primary and secondary audiences
depending on the main school or sixth form advertisement.
The radio advert for the main school will be made catchy and easy to
remember for the audience. This advertisement will include Vox pops
from different year 7 students saying what grades they are predicted
in their first years. For example, small samples of children saying ‘I
got a 8, I got a 6, I got a 7’ to show the high predictions and
education for the students.
The radio advert for the sixth form will be more mature and will
persuade people to attend the open days by perhaps a voiceover from
a student saying how much they enjoy sixth form and telling the
audience how enjoyable lessons and friends are.
Both advertisements will be guided by a repetitive and chirpy
background theme that is suitable for the advert and any voices that
need to be heard over the top.

TARGET AUDIENCE
For the main school advertisement the primary audience will be the
parents of the year 6 students and the secondary audience will be the
students. The main primary audience would be the adults because
they drive their students to what school is easier to get to.
Whereas for the Sixth Form the primary audience would be the
students in year 11 looking at sixth forms best for their courses, and
their parents would be the secondary audience because they are old
enough to pick where would benefit their extended education more.

MAIN SCHOOL PROFILE
Parent profile would be the primary figure for the main school.
The gender could be either male or female, depending on dad or
mum, and the age would stereotypically be in between 30 and 40
years old, but generally could be any age.
The interests of the parent profile would be taking and protecting
their children, delivering them to parties, going out. Lifestyle would
base around a job, like working in an office or a well paid job.
Spending power would be spent on their house, car, home needs,
such as insurance, food shopping.

SIXTH FORM PROFILE
Student profile would be the primary figure for the Sixth Form.
The gender could be either male or female, depending on boy or girl,
and the age would stereotypically be in between 15 and 16 years old,
as they are still in year 11 when picking where they want to go.
The interests of the student profile would be taking part in sport
activities or dance for example, depending on gender. Lifestyle would
belong to a full-time job at school, with a small part time job at
weekends or evenings.
Spending power would be spent on fashion and beauty, again
depending on their gender.

NRS SCALE AND 4C’S
NRS SCALE
For the main school, parent profile, the possible classes would be A,
B, C1, C2, including upper middle classes to skilled working class.
For the sixth form, student profile, the possible classes would be D
and E, including working class and to the lowest level of subsistence,
being their part time jobs, paid or voluntary. Perhaps C1, skilled
working class.
4C’S
Main school would be mainstream, living in the world of the
domestic.
Sixth form would belong to explorer or succeeder, having a challenge
to their courses.

MESSAGE
The main campaign will drive parents and students to attend the
main school and sixth form open days to recruit new pupils.
We want people to attend the open day via the Ringwood School
website.

AUDIENCE
We want the audience to apply through the Ringwood School website.
This is so the school and finance marketing know roughly how many
people are interested.
Also a rough idea of how many people will be recruited in the new
year.

LAUNCH DATES
We would ideally launch the adverts mid-September for the main
school advert and early October for the sixth form advert. This is to
give the prospective students around a year top consider their next
options and is just before the respective open days, to increase foot
fall of the event and get as many people to attend as possible.
We also don’t want to launch the adverts too early or during summer
as the market is saturated at this time with summer and holiday
related adverts.

SEASONAL AND CALENDAR
EVENTS
Around September and October there is the Ringwood Fair and
carnival, an extremely popular local event we could use to boost our
campaign. The attendees of the day fair and carnival will also include
our target audience of families and younger children while the
evening fair and carnival will attract our older target audience.
However other schools advertising their open days may also clash
with our advertising. These schools include the schools from the local
area like - for the sixth form – Brockenhurst, BSG/B, Bournemouth
and Pool College, Twynham, Highcliffe and QE. Schools that could
clash with the lower school advertising include: Moyles Court, BSB/G,
Waldorf, Ballard, LeAF studio, Twynham and Burgate.

SCHEDULING
We see our radio advert being played on stations like Capital FM and Heart
FM as these are local stations to attract local attention and may have
advertising to increase audience exposure. We would look at having our
advert broadcast on Heart FM (and its local branch Heart Dorset) and Capital
FM as these are popular national radio stations with adverts frequently
broadcast throughout the day. This maximises listeners and the impact of
the advert. Additionally we could broadcast on some more local radio
stations like Forest FM and Fire FM (broadcasts to Bournemouth and Poole)
as these hold an extremely local more niche audience. TV channels can be
ITV and Channel 4 to ensure the most viewers
For TV the best time of day is between 4pm and 9pm, as 9 is the watershed
point for children and other types of adverts play at this point onwards. 5pm
is also generally a time most families are beginning to return home from
work and school throughout the evening.
For the radio advert the best times are 6am to 9am as a morning slot and
3pm to 5:30pm as an afternoon slot. This due to the fact that at these points
the majority of school children and adults are in cars listening to the radio,
increasing air traffic. It is less effective to have these play during the day or
later evening as most people don’t listen to the radio at these times.

RELEVANT LEGAL/ETHICAL ISSUES/
CONSTRAINTS
Legal and ethical issues
Discrimination
Age
Through our adverts promoting Ringwood School, we will not discriminate against parents
of different ages by showing eleven/twelve year old (year 7) children with a variety of aged
parents. This informs the audience that all families are welcomed to Ringwood School and
allows them to relate to one of the parents in the advert.
Gender
The TV ad will include both male and female students informing the audience that
Ringwood school is a mix sexed school. It will also include single parents/carers for
example a single mother to show to the audience that the school is for everyone and they
don’t discriminate against students whether they are male/female, have a single
mother/carer or single father/carer.
- We will also show that Ringwood School doesn’t discriminate against gender through
showing both male and female teachers in the television advert. This may help to
encourage children to go to Ringwood school because they are likely to have a mix of both
genders of teacher.

CONSTRAINTS
Discrimination
Social class
In the radio advert it will be harder to show that Ringwood School isn’t
discriminatory against students and families of different social classes. However
we will ensure to show through the television advert that
Race/ethnicity
In order to show that Ringwood School and Ringwood Sixth form
Obviously in the radio advert the viewers will not visualise a typical student so
this will not be an ethical issue to think about. However, in both the television
and poster advertisement it is important that we show that Ringwood School and
Ringwood

CONSTRAINTS
Copyright
This is a form of legal protection which involves an exclusive right to
make copies, license and exploit a literary, musical, or artistic work,
whether printed, audio, or visual.
In our radio and television advert we will ensure to use copyright free
music in the background to confirm we are not going against
legalities. If we were to use a copyrighted track we would have to gain
permission from all copyright holders.
We will also have to be innovative with our design and layout of the
print advert and avoid creating an advert that is the same as any
other.

CONSTRAINTS
Violence/sex/language
Obviously in an advert promoting a school and sixth form there will be no use of inappropriate
language, violence or sexual content in the television ad, poster, or radio advert.
The language used in the adverts will be fairly formal in order to give a good reputation for the
school.
In addition any music included in the advert will be clean or will be simply instrumental and fit to
advertise a school.
Children
Regulatory bodies such as ASA and OFCOM have rules regarding children’s roles in advertisements
that we must follow.
Since we plan to use students under the age of 16 in our adverts as well as in vox pops, we will have
to obtain parental consent for their participation. Within these forms we will have to inform
parents/carers what exactly the child's role will be as well as where the advertisements will be shared.
Our adverts must not be likely to mislead children by exaggerating Ringwood School or Sixth form in a
way that could lead to a child having unrealistic expectations and therefore be taking experience of
children's inexperience.

REGULATORY BODIES’ CODES OF
CONDUCT AND REGULATIONS
ASA
The 'Advertising Standards Authority' is the self-regulatory organisation of the advertising
industry in the UK. Its role is to 'regulate the content of advertisements, sales promotions
and direct marketing’ in the UK and the organisation investigates complaints made about
adverts, sales promotions or direct marketing. They also decide whether adverts comply
with its advertising standards codes.
OFCOM
Ofcom is the communications regulator in the UK, and the organisation has power across
the television, radio, telecoms and postal sectors. It's duty is to represent the interests of
citizens and consumers by promoting competition and protecting the public from harmful
or offensive material. They also protect people in the UK from scams and sharp practices.
If our adverts went against any of the ASA OR OFCOM’s regulations, they may be removed
entirely or changed so that they could not be broadcasted at a time whereby children
would see the advert which would not be an ideal way to promote the school or sixth form
since especially potential sixth formers are likely to have a huge impact on where they
attend college/sixth form and will be the primary audience for the ads. If the ads aren’t
accessible for the younger audience they may not be interested in attending Ringwood
School or Sixth Form. We want our advert to be accessible to all, especially the students so
that we reach as many listeners and potential students as possible.

False claims are important within advertising and the regulatory bodies’ codes of
conduct and regulations. In our advertisements the voice overs and statistics or
claims need to be factual without being leading statements or false claims which
could encourage people to apply to Ringwood School or Sixth form with
unrealistic expectations. For example in the radio advert the statistics will have
to be calculated rather than assuming for example ‘99% of students achieved A
grades’.
Within the vox pops, obviously we will need to consider the reliability of students
responses to the questions but because we will be asking the students directly in
the advert we wont necessarily be using statistics.
Within our radio advert sound is very important since it is the only element for
the audience to be attracted to the advert. The music we use will set the tone for
the ad and needs to hook the audience as well as create a good perception of
the school and sixth form. We will use royalty free music using an online website
such as https://www.bensound.com/royalty-free-music/2

TV ADVERTISEMENT IDEA
If our advertisement were to be shown as a television advert, our initial idea would be to show 4 main characters to suit the target
audience; a child, for the school advert would be in Year 6 and aged 11-12, and for sixth form a late teen in Year 11 aged 15-16 who are
the direct target audience as they would be thinking about coming to the sixth form or school for their next year of education, or possibly
even showing a Year 5 or Year 10 student, who are looking beforehand at the open evening as they’ve started/ parents have started
thinking about their future earlier. In the advertisement, there would be the parents of the child, understandably this may not be the case
for every student as this is just a typical mother, father and child as the main example, however later on in the advert is shows the diverse
range of families and the different relatives that any student may live with. There will also be a teacher, perhaps somebody such as the
head teacher or deputy head teacher, that the students will recognise in years to come if they decide to come to the school or that parents
will be able to recognise from researching the school, acting as a ‘tour guide’ for the parents and the child, who will produce personal
identity within the advertisement as they will act as the relatable ‘strangers’ to the school as they walk around.
As the advertisement begins, there are location shots, introducing the characters and the school itself. The characters walk through several
classrooms with the camera speeding up following their movements and showing a happy, friendly, teaching environment and what the
students are to expect if they come to the school. It is important that the students and teachers within the television advert are smiling and
looking happy, as it shows that this is the best school to make the student as successful, safe and happy as possible.
Throughout the advert, the teacher guides them to the closed hall doors, where the next shot shows the opening of the main open evening,
with teachers and students looking at all of the different subjects available, (according to both the school and sixth form options for each
version) and the surprised look on the students and parents’ faces at all of the opportunity in the school/sixth form.
In the background of all shots, there is a positive, light, calming but slightly upbeat music which gives off positive connotations to
everybody who watches and listens, as it automatically makes people think of happiness and that this is a positive place to be. There will
also be a voiceover, male or female, speaking clearly and explaining that this is the best place to be.
At the end of the advert, it shows the logo of our company, the school logo and the website, dates of the open evening and other important
contact information. This is so the audience can pause the advert at the end and write down any information they made need. It also means
that this is the last information they have and remember, therefore they’ll know exactly where and when this is happening and where to go
next for more information to follow up their interest.
On the next slide, it shows a storyboard example of the ideas.

PRINT ADVERTISEMENT IDEA
For the print advertisement for the school, it will show a picture of a classroom with
students, teachers smiling widely as the teacher helps them out with their work. It shows
that the teacher and students at Ringwood School have special learning connections and
that they are easily available to help the students out to make them as successful as they
can be. It also shows that this is a friendly, safe and happy environment that parents
would want to send their children to, and children will want to go to. The colours in the
print advert will be bright and clear, however still making sure it ties in with the school
uniform and logo and location of the school which is the New Forest, therefore green will
be a prominent colour.
For the print advertisement for sixth form, it will show a photograph of some of the
outstanding, highly successful students from previous years with their results. It will
encourage students to strive for the best, as well as interest both the students and parents
as they’ll know they’ll be receiving the best teaching possible to receive the best results.
The results are shown on the sixth form advert and not the main school advert, because
as sixth form is for a shorter time and concentrated more on important a level subjects,
rather than Year 6 students and parents thinking about a working environment for the
next 5 years, and not so focused on results.
This print advertisement would be shown on nearby bus stops, billboards/posters and
shown on both the main website of the school and in local newspapers, to gain the most
views from the local community that may be interested. It could also be put on posters of
the junior schools and other schools of the same age for the students interested in sixth
form as this will be a direct target for the main audience.

OUR CAMPAIGN PLANS

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OUR CAMPAIGN PLANS