The document outlines plans for an advertising campaign to promote Ringwood School and sixth form open days. It discusses the aims, target audiences, campaign messages, and schedule. For the secondary school audience, the target is parents of children planning to attend secondary school in 2019. For sixth form, the target is students planning to attend in 2019. The campaign messages center around being supported through learning and the next stage of development. The document also covers codes of conduct for the campaign, including obtaining permissions and avoiding misleading claims. It proposes plans for audio-visual and print advertisements, as well as a team logo.

1. Plan for
advertisement
campaign

2. Aims and objectives
 -To promote the Ringwood school and sixth form open day and persuade
people to come along.
 -To reach a variety of people at different times within the day.
 -To show reasons why Ringwood School and sixth form is the right place
to be going/sending your children.
Proposal by Rachel

3. Target audience
 -Parents of children planning to attend secondary school in September
2019.
 -Children looking to find a school for September 2019.
 -Students planning to attend sixth form/collage in September 2019.
This image shows the target audience for the secondary school open day. It would predominantly be male
and female parents with aged 10/11 (year six) children because they will be looking for a school for their
child to attend.
It is likely that the target audience would be between C2 and B as they would be likely to be parents in full-
time employment who would support themselves, however they probably wouldn’t be at A as they may
want to send their children to private school rather than public school.
Regarding the 4C’S scale it is likely the target audience would be the Mainstream audience as they thrive on
routine which Ringwood School offers with the timetable.
This image shows the target audience for the sixth form open day. It would be 15/16 (year 11) aged children
because they will be looking themselves for a sixth form/ collage to attend. These people will be looking to
do A-levels or BETC courses in September 2019 so they will probably have target grades to achieve at least
3 C’s and 2 B’s at GCSE.
Regarding the NRS scale it is likely that our target audience would be likely to be E or D because they would
still be in full-time education so would either be unemployed or part-time meaning they would not be able
to support themselves with the money they are earning.
Additionally with the 4C’S scale the target audience would be likely to be the explorer as they would be
seeking for discovery and challenge with the new experiences which Ringwood Sixth Form offer.
Proposal by Rachel

4. Campaign message
 -Send your children to Ringwood School.
 -Come to Ringwood sixth form.
 “Inspired to learn, supported to succeed”
 “Supported through the next stage of development”
Proposal by Rachel

5. Campaign schedule by
Saxon

6. Codes of conduct- By Katie
•For our planned campaigns we would need to consider legal issues such as copyright. This is because if we make
an audio advert which uses music we must ensure that the music is either allowed to be used or we could make
our own music which would definitely reduce the risk of copyright issues, as well as promoting individuality for our
company. We would also need to consider our target audience to make sure our campaign is appropriate for them. For example, the audio
campaign for Ringwood School should be aimed more for parents as the children/students looking may not have as much involvement as
would for choosing their sixth form, thus making Ringwood Sixth Form campaign aimed more at the students.
•If we were to use vox pops (which we are planning on doing) we must consider the getting permissions from the people we have used in
to make sure they are happy for us to use their voices within our campaign. We could do this by producing a permission form which we will
to the people whose voices have been used within our campaign. Within the permission form we would need to include the questions we
be asking in order to make sure the people we use know what they will be answering. Furthermore, we must not include any defamation as
would be slander and libel which goes against ASA codes for radio and is ethically incorrect as the people who participated in the vox pops
would recognise that they were not answering the same question used in the campaign.
•When promoting our product for our campaign we would need to consider ethical issues such as whether our promotion is not misleading,
being specific about what our campaign is advertising to ensure our audience are not led astray. For example we cannot say that ‘Ringwood
school is the best school in England’ because it is not accurate or correct. We must also ensure there is no form of offensive material included
within our campaign because our target audience for secondary school are the parents who would want their children to be entering a safe
appropriate environment for their education.
•Regarding the ASA codes we must find out what rules are relevant to our campaign in order to make sure our advertisement has stuck to
regulations:
oHarm and offence – Advertisements must not contain anything that could cause any type of harm to persons under the age of 18; refers to
sixth form campaign which would mostly be aimed at the students, who are under 18.
oChildren – A child is someone under the age 0f 16; children must be protected from offensive advertisements.
oPrivacy – Broadcasters must ensure that the advertiser has sought the prior permission of the person and that they must not be included in
advertisement that is in a form of offensive.
•If we use a radio system for our business then we will need a licence from OFCOM in order to promote our campaign. We must ensure that
campaign is suitable for our target audience as it would be promoted by the BBFC what age rating our advertisement is and as they have the
BBFCinsight the audiences are able to make an informed decision about what they watch.

7. Audio-visual
advertisement
Plans
By Rachel

8. Print
advertisement
plans
By Katie

9. Team Logo
MDM Studios
By Saxon