P3-Fact Finding

On my print advert I am going to use the statistic “In 2017 54% of A level results achieved at Deyes were A*-B” I got this statistic from the official Twitter account for College @ Deyes.

P3-Release forms

P3-Shooting plan

               

P3-Annotated poster

P3-poster draft

P3-Shooting schedule

Cast:

• Ben Coldbeck- voiceover
• Matthew Kimmins- Student 1
• Louis Nodwell- Student 2
• Bailey Wilkinson- Student 3

I chose the room D2 to make my recordings as I knew that the room was free and this meant that I wouldn't be interrupted or pick up any background audio.

Cast	When are they available	Where was the recording
Ben Coldbeck		At home
Matthew Kimmins	29th November	D2
Louis Nodwell	29th November	D2
Bailey Wilkinson	29th November	D2

P3-Audio advert script

Radio Advert Script

*Background music starts (Time of your life)*

Voiceover: Do you want a college that is with you every step of the way?

Student voice 1: I chose College @ Deyes because the teachers are supportive.

Student voice 2: I chose college @ Deyes because the facilities are great.

Student voice 3: I chose college @ Deyes because the lessons are exciting.

Student voice 1: I am studying computing at Deyes (Keyboard typing sound effect)

Student voice 2: I am studying PE at Deyes (Ball bouncing sound effect)

Student voice 3: I am studying English Literature at Deyes (Flicking through book sound effect)

 Voiceover: In 2017 54% of A level results achieved at Deyes were A* to B

Voiceover: In 2015, Deyes achieved good, in overall effectiveness from OFSTED

Voiceover: Come check out the new maths and sixth form block at our open day on the 5^th of October

Voiceover: Find out more at www.Deyeshigh.co.uk or contact us at 0151 526 3814 for more information.

Voiceover: College @ Deyes, Destination Success

*Background music fades out(Time of your life)*


I have used the keyboard sound effect keyboard typing because I am talking about IT and typing is something associated with IT. I have used the ball bouncing sound effect because I am talking about PE and that involves sports with balls. I have used the page flicking sound effects as reading is associated with literature.

D1-Discuss the legal and ethical constraints within the planned campaign

When creating an advert there are many legal and ethical constraints that you must consider one legal constraint that you must consider when creating an advert is copyright designs and patents act 1988 . If you want to use an image or piece of music that has had copyright placed on it you must ask the copyright holder permission. If you are told that you are not allowed to use it then you will have to use a different image or song in your advert. If you use something that had copyright on without permission then you can be sued and you will be made to take it out of your advert. To make sure I don't violate the copyright designs and patents act I will use royalty free music in my advert.

There are also many ethical issues to consider such as lying although it is not illegal to lie it is very unethical to do so this may make people lose faith in you as you are not trustworthy and because of this they then may decide to attend a different sixth form. As well as this if people find out that you lied in your advert you will be made to take it down by the ASA and this means that you have wasted your time creating an advert that you can’t use. Lying isn't illegal however Libel and Slander are illegal. If in any of my adverts I made a statement about another college that was damaging and untrue to their reputation I would be breaking the law so I cant do this.

If someone is in any of the footage or images that you use you must get their permission to use this image or footage. If people allow you to use the image or footage this is fine however if they say that you can’t then you will need to find another image. If you use the image even though people have not consented to being in it then they can appeal to have the advert taken down this then means that you will have to get a different image or retake some footage and make sure that no one is in the background.

All of the footage of Deyes high must be Deyes we can’t use pictures of other schools and say that they are Deyes high as this makes the school look untrustworthy and if the school appears like it can’t be trusted then people will not want to enrol at Deyes meaning that time has been wasted creating a advert that was not successful. You also will be asked to take the advert down if people find out that the school in the advert was not Deyes high.

All the students in the advert must be from Deyes high if you use actors it makes the school look untrustworthy and people wouldn’t go to a school that they don’t trust. You must also include people of different race and gender so that people see that the see that Deyes is an inclusive school this increases the chance that people will chose to enrol at Deyes high

M2- Justify the choice of planned components by targeted media sector

 I have chosen to create a print based advert that would be shown on the side of a bus this is because public transport like busses are commonly used by students to get to school. These adverts would also only be shown on busses in the Liverpool area if we advertised any further away than that people would not consider coming to Deyes. I would put most of the bus adverts in the Maghull/Lydiate area as this is where most of the Deyes high students come from I know this because of my market research. I asked where people lived and all my responses told me that they were either from Lydiate or Maghull. This advert will contain last year’s exam results as specified in the client brief that we were given. We were also asked to show what the overall student experience was like at Deyes high I will mainly show what the lessons are like because this is what people said is most important about a sixth form in my market research I will also show the social aspect as well as the extra-curricular. 

I also plan to create an audio advert that can be broadcast across local radio stations like Maghull FM as this is the area that the school is in so will be heard by potential students. I also plan to use Spotify or another music streaming service because most students commonly use it. This means that by advertising on Spotify I will be reaching my target audience. This advert will contain last year’s exam results and what it is like to be a student at Deyes. It will also contain either students or current students why they teach/or attend Deyes. Many students are unemployed this means that they cant afford to get a Spotify premium account this means that they have to listen to adverts and I will reach my audience.

I will also create an audio-visual advert this will be uploaded to Instagram because 95% of the people I asked told me that they use social media. Instagram was the most popular type of social media with 60% of people saying that they used it the most. I won’t use tv to advertise my product because 57% of people asked said that they don’t frequently watch television this means that it would be a waste of money to create a television advert that won’t be seen by the majority of the target audience. This advert will contain last year’s exam results as well as focusing on the student experience at Deyes this will mainly focus on what the lessons are like but will also cover the social aspect and the extra curicular.

P2-Create a plan for a cross media advertising campaign in response to a client brief

I plan to create a print advert that can go on the side of a bus. An audio advert that could be played over the radio or an app like Spotify and an audio visual advert that could be watched using Instagram.

The print advert will be large enough that it could fit on the side of a bus. This is because many people who are at the age where they will be considering sixth form use public transport to get to school so will see the advert. The colours that I use in the advert will be blue red and white this is because these colours are associated with Deyes high. The advert will also contain the sixth form logo because we want people to instantly know who we are. It will also contain images of the new maths block and sixth form building because it was stated in the client brief that it must be included we will also show case some of the best grades that were achieved last year this is because it was included in the client brief but it also makes the school look better. These grades must suggest that College @ Deyes only wants the best students available. I will also include Ofsted grades to show how good a sixth form it is. I would also include the school slogan which is “Destination Success” this shows how good a sixth form it is. If I consistently use the same slogan throughout when people see or hear one of the adverts they will associate it with the school. I would only put this poster on buses around the Liverpool area. If I was to advertise any further away than that it would be pointless as there will be closer sixth forms for people to go to.


The images that I will use for my print advert

My audio advert will range between 45 seconds to a minute If it was any longer than this the target audience may lose interest. My advert will be played over the radio and services like Spotify. I would broadcast the advert over local radio stations so that my target audience hear it and Spotify because people who are old enough to go to sixth form use Spotify. My advert will contain information about the exam grades and the new buildings around Deyes. I will use audio of students why they go to college @ Deyes to show why it is a good school. I will also talk about some of the grades achieved to show why it is such a good school it will also show that Deyes only wants the best students in the Liverpool area. The slogan “Destination Success” will be used in the advert because this slogan suggests that you will achieve success by coming to our sixth form. If I consistently use the same slogan throughout when people see or hear one of the adverts they will associate it with the school.

My audio visual advert will be displayed on Instagram this is because this is a very popular social media site that is commonly used by people who are at the age where they would be considering what sixth form to go to. This advert will show footage of the new buildings around Deyes the maths block and Sixth form building. I will also show what it is like to be a student at Deyes by getting footage of the common room and classrooms in the sixth form building. I will also display the Deyes high logo and slogan “Destination Success” in the advert because it suggests that the school will help you achieve what you want. If I consistently use the same slogan throughout when people see or hear one of the adverts they will associate it with the school.

M1- Evaluate different cross media advertising campaigns for consistency of message

I will look at the advertising campaign for Lancaster University and the different methods of advertising that they use.

One of the methods of advertising that Lancaster university uses to advertise to students is billboards. These billboards contain information about the university such as the university’s phone number and the university’s web address these are included in the website because they both can be used to find out more information about the university. The school’s logo is displayed in the top right corner so is the schools name this is so that when the logo is seen in the future you will associate it with Lancaster university. On each poster a few of the subjects that you can take at the university are listed. The slogan “am I Lancaster is used on all of the posters”












Another method of advertising that is used by Lancaster university is a website they use the same logo as in the posters however the side it is on has changed it is now in the top left corner. You can also search for courses on the website when you find one that you want to do the website will provide you with all the information you need. If you want more information though there is a phone number at the bottom of the website this can be used to provide you with additional information. At the bottom of the website there are icons for all the social media sites that you can find the university on. This is appropriate because social media sites like Twitter and Instagram are commonly used by the target audience of a university.
































Social media is used to advertise the university one example of a social media site that is used by Lancaster university is Instagram. The account picture is the same logo that was used in the posters and on their website, this has been consistent throughout. There is a link on the Instagram account that takes you to the university website where they can learn more about the courses that they offer. Social media sites are used because the target audience of a university uses them. Another reason that social media is used because a post may go viral or start trending and if this happens it increases how many people see it.

Another method of advertising that is used by Lancaster university is a YouTube channel. In the banner of the YouTube channel there is the web address for the university's website there are also the icons for the social media sites that you can find them on. On the YouTube channel you can find promotional videos about the courses that they offer.

The adverts all contain the logo of the school in the top left corner except for in the posters where it is in the top right corner. The same logo is always used so that the logo is associated with the school. No slogan is used on their Instagram account or their YouTube channel. A slogan is used in the posters and on the website however they are both different slogans. In the poster it says “Am I Lancaster” and “discover what you love”. As the slogans are different and not always used the message is inconsistent. The colour blue is used in both the posters and on the website however it isn't used on the YouTube channel it or on the Instagram account.

 This is a video off Lancaster university's YouTube channel this video is of a virtual open day the video follows someone as they walk around the university and show what its like. YouTube is commonly used by people who would be considering going to university this can then encourage them to go.

Another advertising campaign I will look at is for Edge Hill University

A method of advertising that is used by Edge Hill is a website. You can search for courses on the website it then provides the user with the information that they need. A phone number is included at the bottom of the website if additional information is required. Social media links are also included on the website this is because social media is commonly used by the target audience of a university.

Another method that has been used by Edge Hill University is YouTube. The YouTube channel for the university  contains the school logo this is so that when it is seen in the future it is associated with the university. It also has the web address for the university this is so that if people go to the YouTube channel before the website they can still get to the website.

This video shows of the sports campus of the university this will interest people who are considering doing something related to sport. YouTube is also commonly used by the target audience of a University

P1-Describe an existing media campaign

How universities advertise

Liverpool Hope University


I will be looking at the advertising campaign ran by Liverpool Hope university and the different methods of advertising that they use.

One of the methods that Hope University uses to advertise to potential students is social media this is done using sites such as: Twitter, Facebook and Instagram this is because they want to appeal to a young audience of people who have just finished high school. Social media is mainly used by younger people making it a good way to market towards them. As Hope advertises on lots of social media sites it increases the chance that people will find out about them and the courses that they offer at Hope University. The content that is posted on their social media accounts is about events that are going on in the school like open evenings. Using social media has a positive impact as they are hitting their target audience with important information.
https://twitter.com/LiverpoolHopeUK
https://www.facebook.com/LiverpoolHopeUniversity
http://www.instagram.com/liverpoolhopeuk/

Another method that is used to attract students is the Liverpool Hope university YouTube channel this channel creates videos explaining what it is like to be a student and events that take place at the university such as open days. Advertising on YouTube is an effective method of advertising because YouTube is commonly used by younger people are around the age where they would be considering going to a university. When uploading a video to YouTube you can put tags on it so that when specific things are searched your video comes up. E.g. if I put the tag “University” when someone searches that on YouTube my video will come up. This video shows a campus tour for the university this shows potential students what it is like there this may then encourage potential students to go to the college.
https://www.youtube.com/watch?v=lFxCed5hnYw

A method that is also used to advertise Liverpool hope university is their website this provides all the information that you would want to know about the university such as the courses that they offer and when the next open days are. Advertising using a website is an effective method because it provides the target audience with lots of information and has links to other methods of advertising such as their social media accounts and their YouTube channel which will further encourage them to enrol because how good the university looks.

Another method that is used to advertise is a TV advert this shows what the university looks like and the students that are at the university. This is an effective method of advertising because lots of people watch TV and you can target the advertising so that they are sown at certain times in the advert it said when the next open day was and what the university website was called this will give people more information. In the video you hear a woman talking about how she is confident this is being said over people looking happy this encourages people to go to the university.
https://www.youtube.com/watch?v=kyPPQzsAYOI

 



Interpreting my client brief

Who is the target audience?


The target audience are young male and female students aged 14-16 years old who have just finished their GCSES. Deyes do want it to be students who have gotten good grades I know this because it says "recruiting the best GCSE students." It must also appeal to parents if it only appeals to students then parents wouldn't want to enrol their child. The location of the target audience is the Liverpool area people who live further away than that wont want to travel far to get to sixth form.


Geographic people who live in the Maghull area
Demographic 14-16 year old, mixed gender, all races,
Behavioural High academic students

My client brief

Brief- College @ Deyes


Your brief is to create a new cross-media advertising campaign to assist in recruiting the GCSE students in the local area to attend college @ Deyes when they are picking their sixth form for next year


The college would like you to include 2017 results in the campaign, as well as to include some reference to the new builds recently introduced to the site.


The campaign must also make a reference to the overall student experience offered at college @ Deyes.