2. AIMS AND OBJECTIVES
AIM: To attract a wider audience of potential year 7 and 11’s to Ringwood School.
HOW WE’LL ACHIEVE THIS: We’ll have to work as a team so the work gets done more
efficiently, but also because then the campaign will be more thought out and in depth. To
achieve our aim for the radio advert, we’ll also need to add a catchy (and non irritating)
motto, the speakers must have a pleasant voice and suitable background music.
WHAT WILL HAPPEN IN OUR ADVERT: For the lower school radio advert, we will have a
year 7 student from Ringwood School as the narrator. The student will use intellectual
vocab to describe what Ringwood school offers.
3. AVATAR 1
Gender: Female
Age: 37
B on the NRS scale, a
manager of pharmacy in
Tesco’s. Spends time helping
11 year old daughter study
science and mathematics.
Hobbies include
cooking/baking and arts &
crafts. On the 4c’s scale, my
avatar is the ‘succeeder’ and
also wants her daughter to
have and be the best,
especially for education.
My avatar would have
£450+ disposable income
each month. She spends
her money on arts and
crafts and tutoring
sessions for her daughter,
but would be willing to to
spend more on helping
her daughter with
education.
For our radio advert aimed at lower school, we chose a
mother as the target audience. This is because parents
usually decide what school to let their kids go to when the
children are still young (secondary school).
4. AVATAR 2
Gender: male
Age: 16
E on the NRS scale as he’s still in
education but lives with C1 middle
class parents. His interests are
playing sports, skateboarding and
after school activities. In his spare
time he does homework, watches
YouTube and also Netflix. On the
4c’s scale, my avatar is the
‘mainstream/explorer ’ so he likes
to discover new things (whether
it’s educational or entertainment),
but also likes things that are
widely accepted and liked.
His income comes from his
parents and Saturday job.
The amount of disposable
income my avatar has would
be £80 per month. He
spends most of his money on
products that help his future
self (educational, health
products etc.).
For our radio advert targeted towards potential sixth formers,
we chose 16 year old as the target audience. Most teens by this
point would choose where they want to go for college so it
makes more sense to have the advert appeal to them.
5. CAMPAIGN MESSAGE
• ‘THE BEST FOR OUR FUTURE’
• ‘TAKE CONTROL OF YOUR FUTURE’ – We chose this as our campaign message because it sounded the
most motivational and persuasive. Also, Ringwood School had the motto ‘#takecontrol’ a few years
back, so this message relates most out of all the potential messages on what Ringwood school stands
for. We want the audience to apply for Ringwood and have a beneficial experience
• ‘BRIGHTEN YOUR HORIZONS’
• ‘EXTEND YOUR POSSIBILITIES’
• ‘DREAM BIG’
What do you want the audience to do?
We want the audience to apply for
Ringwood and have a beneficial
experience
7. LAUNCH DATES
• Ringwood School (Year 7) Ad: start/mid September
1. Ad need to be finished
2. Open Evening: 4th October 2019
• (budget: £ 898)
• (recording: £ 517.50)
• (= £1450.50)
• Ringwood Sixth Form Ad: start/mid October
1. Ad need to be done
2. Open Evening: 10th November, 2019
8. LAUNCH DATES/ AD LAUNCH
• Ringwood School: 15th September, 2019
• Ringwood Sixth Form: 21th October, 2019
• We have chosen these dates because they fit with the mid-month
requirement and gives us enough time and encourage anything.
9. SEASONAL & CALENDAR EVENTS
• Where can we put leaflets for our campaign in the Ringwood community?
Sponsorship and Trove Tuesday/ Church events.
• How can draw attention to the campaign on local events?
Fairs/ Market Rays, Car races and School events – Parties/ Production.
10. BENEFICIAL EVENTS
• What radio stations are we thinking of?
Heart FM and Forest FM
• What print options are we thinking of?
Flyers and posters
• Where can you find our campaign on Social Media?
Twitter, Instagram, YouTube and Facebook
11. RADIO STATIONS
• Some information for our campaign about Heart FM:
1. 11pm: £20
10am: £200
2. £250 - £1000 per week
3. Age Range: 25-44
• Some information for our campaign about Forest FM:
1. £300 Monthly Package
2. 9 advertisements per day
3. Age Range: Middle aged
12. LOCATION & SCHEDULING
• Our radio station choice is Heart FM and we want to play the advertisement first in the morning. This
will take place when the parents bring their children to school at around 8.30am. The second hearing
will take place at lunchtime between 12:55-1:10pm (school time) when the parents are at work and
the children at school and listening to the radio.
14. THINGS TO CONSIDER:
• Using a child voice actor, may give us certain work hours (2 hours on weekdays and Sunday).
• Legally a child under 13 can’t work unless it: television, theatre and modelling, and they will need a
licence.
• If we get a child to speak in the ad, we will also need their permission.
• We have to be sure not to use slander against other schools/sixth forms whilst promoting Ringwood.
• We also can not use copyrighted music in the ad.
• An issue which is a constraint, is the amount of people who listen to other music forms and services
other than radio and may not hear the ad.
• Obviously, we can’t use offensive language or promote violence.
15. ASA CODES
• 5.8
Child actors may feature in advertisements but
care must be taken to ensure that those
advertisements neither mislead nor exploit
children's inexperience, credulity or sense of
loyalty.
• 5.9
Advertisements must not include a direct
exhortation to children to buy or hire a product
or service or to persuade their parents, guardians
or other persons to buy or hire a product or
service for them.
• 2.3
The use of a title, logo, set or music associated
with a programme that is broadcast on that
medium needs special care. The audience should
quickly recognise the message as an
advertisement.
(Ringwood School logo)
To follow these rules we will make
sure that a child actor in our
advertisement is happy with where
they are, the times they work and
what they are saying. We will also
make sure that we aren’t tricking
children, that may be listening, that
they must come to Ringwood and
then force there parents to enrol
them.
16. OFCOM • 1.28
Due care must be taken over the physical and emotional welfare
and the dignity of people under eighteen who take part or are
otherwise involved in programmes. This is irrespective of any
consent given by the participant or
by a parent, guardian or other person over the age of eighteen in
loco parentis.
• 1.29
People under eighteen must not be caused unnecessary distress
or anxiety by their involvement in programmes or by the
broadcast of those programmes.
Due to the rules we will have
to get the parents
permission for a child to be
used in our advertisement
and ensure we respect their
physical and emotion
welfare of the child. We will
also work hard to make them
as comfortable and happy as
possible to avoid distress or
anxiety.
17. VOX POPS
• In case our groups decides to do a Vox Pop for our advertisement we will need permission slips ready so
we can just straight away get permission off the person and then record them. E.g.
I, (name of person), give permission for Apollo to record an interview with me and to use my answers in a
advertisement to be heard by the public.
Signed, (their signature)
19. HOW MIGHT WE ADVERTISE FOR A TV AD?
LOWER SCHOOL AD
TV AD
The audio would last 30 seconds whilst it promotes all the departments in the school such as the Arts, English and Science.
Additionally, we were thinking of having a Year 7 model student giving their feedback on how their school life is going. For
instance, we will ask them to talk about their subjects, the opportunities there are available and the type of student support the
staff provide. We decided to use a model year 7 student quote this information as we felt our target audience will get a more
authentic representation of the school’s forms and functions rather than a teacher or a narrator promoting the school for the
whole of the advert. In terms of background, we will have to make sure the environment is pleasant and looks more enjoyable.
For instance, if the setting was sunny, bright and had students speaking positively about the school, our target audience is more
likely to remember and perhaps shortlist the school as one of their potential options. However, if the setting we used was rainy
and had darker colours associated with it, our target audience might be disinterested and find that our community at school
isn’t as motivated and cooperative as it is usually. Moreover, the student we use will be smartly dressed in the new school
uniform to not only promote the new attire but also represent the school’s uniform expectations to be professional and
‘workready’
RADIO AD
This format is similar to the TV AD due to the fact that we will use student models to give a small insight in the types of
opportunities available at Ringwood School. This is to maintain a more genuine and friendly approach towards parents and
carers. The tone of voice we will use has to be upbeat and motivated in order to represent the school’s community the school
have. Additionally, the Year 7 student narrating will be asked to use ‘more intellectual’, standard English terms in order for
parents and carers to think that they are engaged in learning and enhancing their knowledge in this particular field. As well as
this, they might also believe that due to the student’s vocabulary, the teachers encourage students to be slightly more prepared
for a interview/workplace scenarios. This may also make the parents think that the school consider the student’s confidence in
going into these type of situations perhaps and therefore, gives the impression that the school aim to enhance students to
develop this whilst get involved in as much beneficial experiences as possible.
20. TV AD: STORYBOARD
RINGWOOD SCHOOL & RINGWOOD SIXTH FORM:
https://www.canva.com/design/DADWFdToprs/aAs6tULYD8UGfB9e5mBC5A/edit?category=tACZCv
d_vC0
