3. What is the aim of your campaign?
The aim of our campaign is to promote and drive footfall to Ringwood School and
Ringwood School Sixth Forms opening evening in 2018 for the 2019 entry. This is
where parents and students can visit the school or sixth form to see what they have on
offer to provide the best education possible. People who attend these open evenings
can get an insight of all the different subjects on offer and get the opportunity to talk
to teaching staff and the students who may be studying these subjects. These open
evenings are a fantastic opportunity to showcase everything the school and sixth form
offer both subject and non-subject related. It is also an aim for all the people who
attend these two open evenings to register their attendance via the school website so
that the school and sixth form can see what pupils may be thinking about joining the
school or sixth form and where they came from before.
4. How is your company going to achieve these
aims? What will happen in your radio advert?
Our company is going to achieve these aims by advertising how brilliant the school and sixth form
are. In the radio advert we are going to talk about what makes Ringwood School and Ringwood
sixth form special. This may include the fact that the school has an excellent reputation which has
been built up over many years, great GCSE results, they offer a diverse and personalised curriculum,
with 58 courses available to study and also offer 47 After School clubs every week. We may also talk
about Ringwood Sixth Form and how it has recently been re-affirmed as being in the top 16% of
post 16 providers in the UK and one of the highest performing providers in the region. The Sixth
Form also have fantastic A-Level and vocational results which have improved year on year with a
99% A-Level pass rate in 2017 from the 34 diverse and personalised programmes of study including
both A Level and vocational courses which they offer. As well as stating some of these facts during
the radio advert we will also achieve our aim by stating where to register attendance for the open
evenings if the audience choose to attend them. All of this will be said over background music.
5. Target audienceWho are your audience?
The primary target audience for Ringwood School would be Year 6 male and female parents
and carers as they will judge what school their children should go to which then makes the
children/students the secondary target audience. This is because being younger they do not get
as much of a say as potential sixth form students might. The target audience for Ringwood
School could also be Year 4 and Year 5 students as people start to consider their secondary
school choices earlier and earlier each year. The primary Ringwood Sixth Form target audience
will be male and female year 11 students as they will start to look at what they would like to do
and where they would like to go when they finish secondary school. At the age students have
more of a say as to what they would moving up from primary to secondary and this makes
students’ parents and carers of Year 11 the secondary audience. Other potential audiences may
be Year 10 students and their parent’s and carers as people start to consider their Post 16
choices earlier.
Can they be split per advert?
The target audience can be split per advent as for both of the open evenings there are different
primary target audiences.
6. Audience Profiles
Ringwood School Audience
I have chosen to create stereotypical avatars of the target audience who will be interested in my radio advert about attending the Ringwood school
open evening. One of these avatars is a middle aged female and the other is male, they would be the parents or carers of a potential student at
Ringwood School. These parents would be the primary target audience as they will make the decision of what senior school is best for their child.
On the NRS Social Demographic Scale these parents will fall within the social grades C1, C2, D or E. This means that the potential target audience
will be parents who have a social status of lower middle class, skilled working class, working class or those at the lowest level of subsistence.
Therefore, these avatars could have an occupation as a supervisory or clerical, junior managerial, administrative or professional, a skilled manual
worker, a semi or unskilled manual worker or casual or lowest grade workers. These avatars would have more spending power then their child
would, however not as much as those who would have a higher class status. The reason why the target audience would not have a social grade of A
or B is because then they would have a higher social status, being upper class, which would then result in them having a lot of money and paying
for private education for their children. On the 4CS scale these parents would be ‘The Reformers’ as they would value their own independent
judgement as to if Ringwood School is best for their child. They could also be ‘The Mainstream’ as they are people who live in the world of the
domestic and the everyday. They are just like all of the other parents who have year 6 children, and are trying to find the best place for their child to
carry on their education. These avatars interests would be attending the Ringwood school opening evening so that they can get an insight into the
school and what it has to offer for their child.
7. Ringwood School AudienceThis is an avatar of someone who may be my secondary target audience interested
in my radio advert about attending the Ringwood school open evening. This avatar
is a year 6 girl who would be around the age of 10 or 11 who may be a potential
student. She is a part of the secondary audience as her parents will be deciding if
Ringwood School is the best option for her. On the NRS Social Demographic Scale
this young girl will fall within the social grades C1, C2, D or E depending on her
parent or carer’s social status and occupation. This avatar will not have much
spending power as she is only young and in education. The money she will get
would be pocking money from her parents. On the 4CS Scale this potential student
will be ‘The Succeeder’ as she will possess self-confidence, have a strong goal
orientation and tend to be much organised. She will also succeed in her school life.
This avatar will also be ‘the Aspirer’ as she will be driven by materialistic, acquisitive
people, who are driven by others perceptions of them rather than by their own
values. Her core in need in life is for status. This avatars interests would be to take
part in extra curriculum activities at school with her friends.
8. Ringwood Sixth form audience
I have chosen to create a stereotypical avatar of the target audience who will be interested in my radio advert about
attending the Ringwood sixth form open evening. This avatar is a female who is in her last year of school, aged 15/16 years
old. This avatar will be thinking about where she wants to go next to carry on her further education. This girl will be the
primary target audience for the radio advert, advertising the opening evening as she has got to the age where she makes
decisions about where she wants to go and her parents will go along with it, being the secondary target audience. On the
NRS Social Demographic Scale this avatar will have a social grade of D or E as she is still in education and therefore, will
most likely be working part time alongside with her education. This social grade means that she will have a social status of
working class or those at lowest level of subsistence, meaning she will have an occupation as a semi or unskilled manual
worker or a casual or lowest grade worker. Therefore, she will not have a huge spending power, but will be at that age where
she doesn’t get pocket money anymore. On the 4CS Scale this avatar will be ‘The Explorer’ as these people are driven by a
need for discovery, challenge and new frontiers and this avatar will be exploring where she wants to go next to carry on her
further education, Ringwood sixth form being an option. She will also be ‘The Mainstream’ as their life choices are ‘we’
rather than ‘me’, at this age she will speak to her friends about their choices and most likely will make the same. This avatars
interests would be looking to see what academic courses are available at Ringwood Sixth Form to see if what she wants to
do is available to study. Another interest would be listening to the radio in her spare time which is how she would hear the
9. Campaign message
What is your campaign message?
The message of our campaign is that Ringwood School have an open evening on Thursday 4th
October 2018 4:30pm-7pm and that Ringwood Sixth Form has an open evening on Wednesday
7th November 2018 6pm-8pm. Another message is that both the school and sixth form are
high achieving places of education with a huge variety of different courses and it would be
brilliant if people come along to see what the school and sixthform have to offer.
What do you want the audience to do?
We want the target audience to attend the open evenings to see what both the school and sixth
form have to offer and we would like it if the target audience could register their attendance via
the school website so that the school or sixth form can see their potential students, how many
there are and where they have come from.
11. Year 6- year 7
We would launch in September because everyone starts their last year and so they would want to look into
potential secondary schools. Also, if we start our campaign early we will remain in parents’ minds when they are
deciding which open days to go to. Starting early also gives us the chance to get more advertising for our school
and thus means there would be a potentially higher attendance to the open evening.
There would be a potential advertising opportunity in the annual Ringwood Carnival which, this year, falls on the
15th of September. Whilst initially this could be thought to disrupt our campaign, it could also be utilised by
spreading posters or other types of print based media around Ringwood. This would be beneficial because it
would also be advertising in the catchment area. It may however, cause a decrease in people listening to the
radio. If we were to produce a print advertisement there could be a presence and participation in the parade
with an advertising banner, this could present a good image for the school as it would show that students are
willing to work together and are proud of their school, thus encouraging carers’ interest.
It may be worth advertising on air at a similar time to when the open evening is, so about 4:30pm as then
parents would realise what issues they may face with attendance, it will also help them plan their day.
12. To give a very rough perspective, a week-long campaign that uses a 30 second ad
(minus production costs) could cost anything from:
•£500 on a local station
•£2,500 on a regional station
•Upwards from £10,000 on a national station
(http://www.radioadvertising.co.uk/costs
We would want the radio advertising to be on a radio that is easily accessible and
quite popular. While a local radio would be advertising in a suitable catchment area,
it may not prove very popular and so the intake of parents from local radio alone
may not be sufficient and so a region wide radio for example heart or wave 105
would prove more beneficial.
13. Year 11- Year 12
• There would be very subtle differences for this campaign. We would start the
advertising in October as the open day is in November. This would also mean that
year 11 students would be given some time to get to grips with their work before
they start looking at colleges or sixth form. The time our audio advertisement would
go on air would also need to change, because it would be teenagers listening instead
of parents. This may also men that the time they spend listening to the radio could
be quite limited. Theoretically they would still have dinner with their parents and
some families may still listen to the radio together whilst they eat. This could
provide an opportunity around 7pm where teenagers would be listening. It may still
prove beneficial to play advertisements as parents come home from work between
5-6pm because they may help their children decide and so would raise awareness of
our campaign.
15. Relevant legal/ Ethical issues/ Constraints
• For our planned campaign we are going to have to make sure that we comply with the first four rules of ASA. The
first four rules that we must comply to are Compliances, Recognition of advertising, misleading content and Harm
and Offence.
• Compliance- Rules relating to social responsibility and legality.
• Recognition of advertising- Separation rules and content rules to ensure that ads are not mistaken for editorial.
• Misleading advertising- Substantiation (evidence to prove claims); pricing; the use of the word “free”; availability of
products, comparisons testimonials and more.
• Harm and Offence- Rules to ensure that ads do not cause harm or serious or widespread offence.
• We will not be using Vox Pops in our radio advert but if we were to we would have to consider consent. If one of
the people that we were recording was under 18, then they are technically still a child, so therefore would need
parental consent to be featured in our radio advert. However, if the person that we are using is over 18, then they
are technically an adult and can then give their consent themselves.
16. When making our radio advert, we are going to have to consider copyright, we are going to have to make sure that
we do not accidentally copy any work that other people have made as we do not want to be accused of doing so.
This means that before we start to create our radio advert, we must do some research to avoid doing the
something that is copyrighted. As well as this, we may have to consider copyrighting our final product as well as we
want it to be completely unique to Ringwood School.
When creating our advert, we must make sure that no slander or libel is being used. We must choose our wording
carefully to make sure that we are not giving away any false information to the public.
Ideally, for our radio adverts we are going to record somebody speaking about the School and Sixth form. To do
this, we are going to have to make sure that we get permission from the person that we are using, if this person is
under 18, then they are technically still classed as a child so therefore, will have to get a permission slip signed by a
parent or carer. If the person that we use is over the age of 18, then they are technically still an adult and will
therefore, be able to sign the permission slip themselves.
We will also have to consider royalties when recording our advert. We are planning to have some music in the
background of our advert. If we are using music that somebody has made, then we are going to have to pay the
producer of the music that has been made.
We will make sure that in our adverts, there is no offensive, language, behaviour or material that has the intent to
offend anybody and have the interest of the public in mind.
17. Rule: What it does: How it could affect our ad:
Compliance Advertisements should not
mislead or cause serious or
widespread offence or harm,
especially to children or the
vulnerable.
Our radio advertisement should
not offend anyone and not
cause harm to both children and
adults. They should remain
neutral and not cause any bias
to occur.
Recognition of advertising This rule is intended to protect
consumers from misleading
marketing communications.
Our radio adverts must be
truthful and not contain any
misleading information that may
lead to the consumer to become
confused.
Misleading advertising This rule is intended to protect
consumers from misleading
advertisements.
We must not hide information
from the consumer and present
everything needed in the radio
advertisement.
Harm and offence Advertisements must not be
harmful or offensive.
Our advertisement must not
cause harm to anyone and must
not cause serious or widespread
offence.
Children Children must be protected
from advertisements that could
cause physical, mental or moral
harm.
We must not put children in
harm’s way if we choose to
include them in our radio
advert.
Ofcom: Ofcom will make sure that the
people listening to our radio adverts will be
protected from harm. The radio spectrum is
also used in an efficient way meaning that
the radio will be available to as many people
as possible which means that a large amount
of people will hear our advertisement.
BBFC: we have to make sure that our radio
advertisement is suitable for all ages and
follows the rules as it is to be heard by both
children and adults.
