1) The document outlines plans for creating radio advertisements to promote Ringwood School and Ringwood Sixth Form, with the goal of increasing student enrollment. 2) Two ads will be created - one targeting parents of potential secondary school students, and one targeting sixth form students directly. 3) The ads will air on local radio stations Wave 105 and Capital FM at times when the target audiences are likely listening, such as breakfast for parents and after school for students. Flyers will also be distributed at a local carnival.

1. RADIO ADVERT
BY W I L L , M AT T A N D F R E D

2. AIM
• Our main aim is to create footfall into Ringwood School and Ringwood Sixth Form. To
do this we need to create a friendly campaign that people will enjoy. Creating two
adverts means that they both need to appeal to two sets of people.

3. ACHIEVING IT?
• We need to create a radio advert that will appeal to parents and something that they
will listen to. To achieve this we will need to air the advert at a time where parents are
able to listen to it. A good example of this is breakfast time as this is where most
middle aged people are getting ready for work or having breakfast. Another example
is around 8.30 am as this is where most parents are doing the school run and are in the
car listening to the radio. To increase footfall it is important we need to introduce a
campaign message that will intrigue listeners.

4. TARGET AUDIENCE?
• Our main target audience is of course parents as they are the people who will be
hunting for schools that their child could attend. They could be parents of children
who are in year 5-6 who are looking for a suitable secondary school in their local area
for their child to attend. They could also be parents who may be moving soon and are
looking for a school nearby that their child could go to. For the sixth form advert these
are predominantly year 11 and some have a rough idea of what Ringwood Sixth Form
offers. The advert needs to appeal to both parents and students. This is because at this
age students have an opinion of what college/Sixth Form they want to attend.

5. PRODUCT PROFILE
• Our main target audience is of course parents as they are the people who will be
hunting for schools that their child could attend. They could be parents of children
who are in year 5-6 who are looking for a suitable secondary school in their local area
for their child to attend. They could also be parents who may be moving soon and are
looking for a school nearby that their child could go to. For the sixth form advert these
are predominantly year 11 and some have a rough idea of what Ringwood Sixth Form
offers. The advert needs to appeal to both parents and students. This is because at this
age students have an opinion of what college/Sixth Form they want to attend.

6. LAUNCH DATES
• For the sixth form advert we were thinking of releasing it in October so the students
have time to think about their choice of sixth form. Releasing it early means that
students have a lot of time to think before attending. It also means that this may be
the first one they see and might catch their attention straight away. Doing it a month
into the academic year means that the students know more about year 11 and may
have a rough idea what courses they are interested in.
• For the lower school we think September as it gives students time to think and a
chance to discuss with parents. Releasing the advert at the very start of the academic
year means if the family decide to move midway through the year they know about the
school and what it offers.

7. TIME ?
• The appropriate time to release this advert is 8 am and early mornings. This is because
this is when adults are normally listening to the radio while eating breakfast or doing
the school run. It is important we get as many people as possible listening as is widens
the amount of students.
• For the sixth form advert a good time to release it is 4-5 pm as this is when students
get home from school and may listen to the radio. As it is choice of sixth form we need
to get the most amount of students listening to the radio as they are normally the
ones who make the decision themselves about which college they want to attend.

8. LOCAL EVENTS-CARNIVAL
• During this time the biggest event in the area is Ringwood Carnival. For the lower
school a time to hand out flyers is during the procession as this is when adults line the
streets with young children. This means we can hand out the leaflets that will advertise
the school directly to the target audience.
• For the sixth form a perfect time to hand out flyers is during the fair as this is when
teenagers go during the evening. If we stand with flyers we can appeal to the people
that will be attending the sixth form. The flyers will contain information about a normal
day at sixth form and the subjects we offer.

9. COST ?
• We think that our radio advert will be reasonably priced as the only thing that will cost
money is the flyers that we are handing out. Another thing that will cost money is the
slots on the radio station. We want to do slots that advertise to the most amount of
people. We are willing to spend £500 worth of slots to ensure we get the correct times
but also as many slots of possible.

10. RADIO CHANNELS
• We are thinking of using Wave 105 for our radio station as it’s the most popular radio
station locally. It is popular with middle aged people meaning that we can appeal to
our target audience. This means that the advert will appeal to the lower school as
parents become informed about the school and they are the ones making the decision.
• Also Capital FM as they appeal to teenagers who may be looking for a sixth that suits
there needs. As the people who are attending are 16-17 it means they are normally
the ones making the decision. So ideally we need to appeal to them.

11. CODES OF CONDUCT
• It is important that any children who feature in the radio advert have parental consent
just in case a parent does not want their child to feature within it. We need to check
ASA as well as OFCOM regarding children in adverts and their rights.
• Also another thing to take into consideration is the music, it needs to be calm and
have no foul language. If the music is not suitable it reduces our chances of being able
to mass market our advert. It is also important that the music is not copyrighted so
that we can use it.
• We need to make sure that the advert will not offend anyone and is fit to air on a
public radio station.

12. OTHER ADVERTS
• We think having a print based advert that links with the radio advert will really reach
our target audience. It needs to give a visual insight into what life is really like here at
school. Something like a poster or a billboard will compliment the radio advert nicely.
As the school has a website the print advert can link with this. For example using the
schools colours (Green, Red and Black) this means that the school is recognisable.
• We also think that a video advert will appeal to the audience even more. For example
an interview with the headteacher sharing what she likes about the school. As well as
an interview with a student as they are the target audience. This gives the audience a
deeper insight into life at the school.