The document proposes an audio advertising campaign for Ringwood School and Ringwood Sixth Form. Two radio ads will be created - one for each institution. The ads will feature a soundscape of school activities building to a crescendo, followed by a voiceover directing listeners to the school website. The target audiences are different for each ad. The Ringwood School ad targets parents of year 6 students to encourage website and open evening visits. The Ringwood Sixth Form ad targets year 11 students to similarly promote the website and open evening.

1. Section A:
Campaign proposal
By Ben Left

2. Campaign proposal:
The aim of our campaign is to get both parents and year 11 students to visit the Ringwood School website, where they will
find the relevant information regarding the 2019 Ringwood School and Ringwood Sixth Form open days. As part of this
campaign, we will be making two audio adverts to be played on the radio, one advertising Ringwood School, and one
advertising Ringwood Sixth Form. For both adverts, the objective (other than directing the target audience to the Ringwood
School website) is to show off the strongest elements of Ringwood School/ Sixth Form. To achieve this goal, the majority of
both adverts will be a soundscape, made up of ever-increasing noises that reflect the best and most varied aspects of the
school/sixth form, before they fade out and a voiceover tells the audience to search for the Ringwood School/ Sixth form
website “so you can do it all”. An example of how the soundscape would sound is this; advert starts with a BTEC performing
arts student singing “Bring him home” from the musical Les Miserables, then, one by one, other generic school sounds are
added, such as sports (whistle, shouting “pass it here, I'm open!” etc.) English (Mr Stone talking passionately about Hamlet),
science (teacher saying something science related and perhaps sound of equipment/experiments) and general chatter and
café noise, leading to a multi- layered crescendo as the Les Mis song reaches its climax. Then, a school bell will ring, and all
the noises will fade away, leaving silence, which is then filled by a voiceover who will say “search Ringwood Sixth Form so you
can do it all”.

3. Target Audience:
• The target audience for the adverts differs depending on the advert; the Ringwood School advert would be aimed
primarily at parents of children in year 6, as realistically it is mostly their decision which secondary school their child
attends, whereas the Ringwood Sixth Form advert would be aimed primarily at year 11 students, as they are older and as a
result the decision of what college/sixth form they attend post-sixteen (if they want to attend any) is mostly up to them.
This is the typical target audience avatar for the Ringwood School audio advert; she is a middle-aged (35-40) mother who has
a child who is in year 6. She is between a C1 and a B on the NRS social demographic Scale, while she is “the mainstream” on
Young and Rubican’s 4c’s scale. She would have a spending power of around £10,000 per year . At the time of her hearing the
advert, she is considering which secondary school to send her child to, and so its very likely that after hearing the advert she
would visit the Ringwood School website, briefly discuss the possibility of Ringwood School with her child, then maybe attend
the open evening with her child.
This is the typical target audience avatar for the Ringwood Sixth Form audio advert; he is a 16 year old year 11 student at
highcliffe secondary school near Bransgore, and is thinking about where he is going to study post-16. He is between an E and
a D on the NRS social demographic scale, and could be classed as “the explorer” on Young and Rubican’s 4c’s scale. He has a
part time job, and so has a spending power of around £2000 per year. At the time of hearing the advert, he will be trying to
decide which sixth form/college he wants to attend, and so the advert could potentially direct him to the website and, as a
result, the open evening, which might convince him to apply to Ringwood Sixth Form.