D2 - How I met the client brief

I believe that I have met the client brief by producing two multi-media components that can helps assist in recruiting GCSE students that are considering their futures after high school. In my poster it says the phrase “enquire now 2018”. This encourages the students and parents to further research College@Deyes by visiting any of the links on the poster whether that be by social media and/or the website.

 Another part of the client brief that I have met is that the advertising campaign must assist in recruiting students from the local area. I have done this by ensuring that my posters are displayed around Maghull and the surrounding areas. Also, I have made sure that my radio advert is released on local radio stations and on social media sites for anyone to see.

I referenced the new build on my poster by putting two pictures of the new sixth form block on it. This helps encourage pupils to join sixth form as it shows the new facilities we possess.

Finally, I referenced the overall student experience in my advertising campaign. In my radio I had current sixth form pupils speak on what they are doing in sixth form and what they aspire to achieve in life.

D1 - Legal and ethical constraints when producing my advertisement campaign

Legal and ethical constraints when producing my advertisement campaign.

When creating my campaign for this unit I must consider many legal and ethical issues that need to be taken into account.

One factor I need to take into account when producing my ad campaign is that all content that I put into the poster and radio advert is truthful and not misleading. I must ensure that I use facts and not present the sixth form in a dishonest way. For example, I cannot exaggerate results I use in the adverts and use facts only.

Another legal factor I must ensure I follow when producing my campaign is that if I am to use any resources or material that are not my own, I must ask permission from the owner of the content and must display in some form where I received this information from. For example, if I use past exam results I must specify in some form where I got these results from and credit the source.

 

An ethical factor which I must consider when creating my advertising campaign is that I must not include puffery. This is where the product is exaggerated by claims. One example of this could be, “the best sixth form in the country”. Unless the school had been awarded this, it would be unethical to put in the advertising campaign.

Another ethical factor I must consider when producing my campaign is that I don’t include negative content. This could be in forms of fear appeal or guilt appeal. This could be seen as obvious anyway, however I must not include any content which makes the audience feel fearful or feel guilt tripped into joining the college.

M3 - How my created components comply with the codes and conventions

Poster

One aspect of the poster which I felt must be included is the Deyes High logo. I believe this because as soon as you seen the poster, the Deyes logo is one the first things that stands out and instantly you are aware of who and what the poster is about.

Another convention which I have included in my poster is a slogan. I used a slogan as it helps make the poster memorable. I used the slogan “shape your future” I feel like this is a suitable slogan as it appeals to the students who are considering their futures but may be undecided.

Two pictures of the Deyes sixth form block are included in the poster. This is key as I believe the new sixth form block must be displayed and recognised in the advertising campaign. Exhibiting the new sixth form block means that the intended audience can get a sneak peak of the facilities that College@Deyes offers.

I also include all the Deyes High Sixth form social media accounts on the poster. I do this as it gives the audience a way of finding out more information regarding the application process for 2018 and general information on the Sixth form. I believe that including social media on the poster is crucial as digital marketing has become a big part of advertising nowadays.

Radio advert

When producing my radio ad, I knew I needed to include many conventions to ensure that my advert sound well-structured and professional.

I had to include information that was relevant to the brief whilst following specific legal and ethical issues. I decided to produce a script where current students briefly speak on what they would like to do as a job in the future. I done this as students who are deciding what they want to do after high school but aren’t sure can hopefully get inspiration from current students who are going to sixth form and chasing their dreams in life.

Another convention I followed was that the radio ad included a backing track. I picked a tune called “Time of your life” which I sampled from a site called Purple Planet. I picked this song as I thought it would suit the vibe of the advert, make it sound professional and further inspire pupils.

In the radio advert I included the Deyes High sixth form website because I feel like it was vital information if students or parents wanted to find out more on enrolling or just wanted to get in touch with the college.

I ensured that the radio advert last between 45-60 seconds as that is usually the average length of an advert. Any shorter I feel that it wouldn’t provide enough information and any longer I feel that it would become boring and the audience would become disinterested.

M2 - Justification of planned components

Poster

I created a poster that I intend to be displayed on a variety of platforms such as notice boards, busses and online. The poster can be presented on display boards around the local area including in Deyes high school, by local shops and the town hall. This will reach many people and most importantly my intended audience. Parents and children regularly visit the local shops so will be viewed a lot.

The poster will also be displayed on busses. I believe this is a good idea to present the poster on busses as many children and parents use busses as transportation so once again will be viewed by many people locally.

I plan to release my poster online on the Deyes High website and on social media accounts such as Twitter, Facebook and Instagram. This will be seen by a large audience as anyone can see it on social media. It is also a free form of advertisement which is good as the costs can greatly be reduced to the advertising campaign.

Radio advert

I have created a radio advert that I wish to be played on the local stations. I would want this as parents driving would be able to hear it and they help influence what their children do after high school. Also, children can listen to this when in the car with their parents or on social media sites where I also plan to release the advert. When on social media anyone can see it which means that the intended target may not necessarily just be for children in the local area but also wider areas.

M1 - Example of media ad campaign in relation to P1 ad campaign

Media ad campaign – Fifa 18

Every year EA sports improves its advertising campaign whenever a new Fifa 18 comes out on consoles. EA doesn’t need to make consumers aware of the new product each year as much as other companies with other games, however they do make the audience aware of new aspects of the game. For example, improvements on graphics, gameplay and online gameplay. To help increase sales EA improve their quality of adverts and social media awareness each year. This year for Fifa 18, EA have rebranded their product by making Cristiano Ronaldo the new face of the product. This will increase sales as over the last few years Ronaldo has won the Ballon d’or trophy which has arguably made him the best player in the world. Having him on the cover of the game and in the adverts for the game will generate lots of awareness, mostly on social media as many as many fans tweet about it expressing excitement about the game.

@GAMEworth tweeted “just afew hours to the midnight launch of the #Fifa18ronaldoedition.

@silvermagnetyt tweeted a reply to EA sports tweet of the Fifa release with “amazing as always :D #Fifa18 #Fifa18Ronaldo”.

Increased sales have been proven as on its release Fifa 18 took top spot on the UK games chart. EA generate feedback on the product mostly through social media. However, they do appreciate feedback on their official website.

The target audience for Fifa 18 is generally males aged 13 onwards however EA have recently introduced women’s football to the game which has attracted woman to buy the game, increasing sales once more.

 EA have a clip of Ronaldo performing a skill on Fifa 18, then clips of people attempting this trick which creates a hype of the game and makes people want to attempt the trick. There are real life clips of the trick being performed which makes the audience wants to buy the game to perform these skills.

YouTubers are a massive part of the advertisement campaign for EA sports. Stars such as Behzinga, TBJZL and KSI have millions of subscribers on YouTube. These YouTubers produce videos of Fifa challenges and post them online. This increases publicity on the product as millions of viewers tune in daily to watch gameplay of the product.

This YouTube video by WS2 has 3.5 million views. Whilst the YouTube star has 11 million subscribers alone from mainly Fifa videos. It has come so far that YouTube stars are now involved in the TV advertisements for the product.

The regulatory body for Fifa is PEGI. This regulates the content of the game to ensure that it is suitable for the age of the consumers which is Three. 

There are similarities between the East Durham advertising campaign and the Fifa 18 campaign. Both use social media to help advertise and expand audience size. These companies use social media as it provides a wider audience for the product or service. It is also free. This is good for East Durham College as I imagine that their marketing budget isn’t as big as EA’s.

Both campaigns use civilians to advertise. Fifa 18 uses amateur football players and East Durham College uses students. I believe they both do this as it can help relate to the audience, whether that is with Fifa so you believe you can be like Ronaldo or whether it is with EDC and you want to be like any of the students in the advert. 

Throughout both ad campaigns there is a consistency of message. Both companies understand what the aim of their campaign is and push towards their goals of either enrolling or sales.

P4 - Sixth form poster

P4 - Radio advert for college@deyes

I am using a track called “time of your life”. I sampled this tune from the website Purple Planet. I am using this tune as I feel it has an uplifting beat and is suitable to the inspirational message that is being put across in the radio advert.

P3 - Consent forms for radio ad

P3 - Call sheet for radio advert

I chose the common room to record the voices for my radio advert as it had background noise from children which I intended to have for the ad.

P3 - Conventions of a radio advert

Conventions of a radio advert

There are many conventions to radio adverts to ensure the advert is successful and produced legally correct;

-          The length of the advert can be from 15 – 60 seconds. However, the average length is between 30 – 45 seconds.

-          To make the ad memorable, the advert will often contain a catchy tune or jingle. These are unlikely to be copyrighted.

-          The ad will include key features of the product and unique selling points to help sell the product to consumers.

-          There will be a voiceover to the advert that will often use persuasive language and have an upbeat, memorable voice to entice listeners.

-          The voiceover language will be suited to the audience, so it feels like the ad is being specific to target consumers.

-          The advert will most likely contain a slogan or a memorable jingle, so the audience remember the product.

-          Most of the time, there will be a way of contacting the supplier of the product, whether that is by website, phone or social media.

P3 - Shot list for poster photos

Front of sixth form block	I intend to the take an establishing shot of the front of the sixth form block. I will take these shots between 2pm-3pm. I will do this as the sun will be at its best angle and the sixth form block will look bright which I feel will improve the photo. It is important that the view is clear as I want to make the picture look as professional as possible. I will be using a tripod to ensure this.
Side of sixth form block	This will be a low-angled close up shot of the side of the sixth form block. I will use this as it makes the building look big and the colours used on the building look really good on the draft of the poster.

P3 - Poster sketch

P2 - Example pictures of college@Deyes

P2 - Mind map for plan of radio ad

P2 - College@deyes radio script

Joe Dooley College@Deyes Radio script

Narrator: What are your aspirations in life?

Voice no.1: I want to be a lawyer for a top law firm.

Voice no.2: I want to be doctor.

Voice no.3: I want to be an architect.

Narrator: College@Deyes has a range of new facilities on site and many subjects to offer to help further future aspirations.

Voice no.4: I want to be a journalist.

Voice no.5: I want to be a dance teacher.

Narrator: If you are interested in joining Deyes High Sixth form…

Voice no.1: search www.deyeshigh.com/sixthform

Voice no.5: To enquire on your position for 2018!

Radio ad length – 49 seconds

Upbeat jingle used in ad. Name: Time of your life.

 

P2 - Campaign proposal

For my advertising campaign I plan to create two media components that can encourage students to enrol at Deyes High sixth form for September 2018. The two media components I will create will be a poster and a radio advert. My intention is that the poster can be displayed on various platforms such as notice boards around the local area and online on social media sites and the official Deyes website. Regarding my radio advert, I plan to release it to local radio stations where they play it on their stations for parents and pupils to hear, primarily whilst in the car. I also intent to release my audio advert online. I plan to release it on YouTube and Soundcloud. I am planning on releasing it on these sites as it is free advertisement and can be heard by anyone which will broaden potential audience. My target audience for the media advertising campaign will be students who are currently studying GCSE’s and the parents of these children. I plan to target children in this age group as they are coming toward the end of their high school life and are beginning to think about what they will be doing after they have finished year 11. I will also be targeting the parents of these children as they have influence over what their children do after high school and only have the best intentions for their children.

P1 - East Durham college advert campaign

P1 - Interpreting my client brief

After receiving my client brief I understand I must creating create a cross-media advertising campaign to help recruit children into the Deyes high sixth form college. I understand that my target audience will be year 10/11 children who are deciding what they want to do after they leave secondary school. However, I will also look for a wider audience of parents also as they are trying to get what is best for their children after high school. Due to the campaign being cross-media, I have decided to create a poster and a radio advert to help advertise the sixth form. Furthermore, I realise that the brief explains how 2017’s results must be included and I must reference the recent new builds on site.

P1 - Client brief

Unit 20 client brief.
My brief is to create a new cross-media advertising campaign to assist in recruiting the best GCSE students in the local area to attend College @ Deyes when they are picking their sixth form for next year.
The College would like me to include some references to the new build recently introduced to the site.
The campaign must also reference to the overall student experience offered at College @ Deyes.

Unit 20 marksheet