campaign powerpoint all tasks together

1. PLANNING OUR
CAMPAIGN
Keystone Incorporated

2. PROPOSAL

3. AIMS AND OBJECTIVES

4. 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.

5. 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.

6. 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

7. TARGET AUDIENCE

8. 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.

9. 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.

10. 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.

11. 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

12. CAMPAIGN MESSAGE

13. 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.

14. 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.

15. CAMPAIGN SCHEDULE

16. 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.

17. 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.

18. 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,

19. CODES OF CONDUCT

20. 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.

21. RELEVANT LEGAL/ETHICAL
ISSUES/ CONSTRAINTS
Legal and ethical issues
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

22. RELEVANT LEGAL/ETHICAL
ISSUES/ CONSTRAINTS
Legal and ethical issues
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.

23. RELEVANT LEGAL/ETHICAL
ISSUES/ CONSTRAINTS
Legal and ethical issues
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.

24. 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.

25. 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

26. PRINT AND AUDIO VISUAL
PLAN

27. 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

28. STORYBOAR
DS

29. 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.
There will be no need for any music or voiceovers in this advertisement.

30. PRINT ADVERTS