D1- Legal and Ethical Issues

Legal and ethical constraints 

Legal constraints 
Slander
I must make sure that if I refer to any competitors that I don’t use their name and don’t mention their quality compared to College@Deyes, comparing any competitors to College@Deyes and suggesting they are worse is slander. The ASA stated these rules but also mentioned that replacement words may be used such as the word competitors if I did want to use another local sixth form as a comparison

Keeping the campaign truthful
When creating my adverts, I must ensure that I do not make up any results or other information such as quotes given by Ofcom or any other person of power in College@Deyes. According to ASA rules and regulations if I do lie about any information within my adverts I will be asked to change the ad or remove it. Avoiding this is important as if the ASA did have to step in to deal with the advert for false advertising, College@Deyes would gain a bad reputation for lying and hiding the truth.

Filming 
When filming I must make sure that I have the permission of all personnel as being filmed without permission is against the law when making a YouTube ad considering all the filming will be done within the school if anyone appears in the background I must have their permission and let them know where this advert will be published, as some people may not appreciate being in a YouTube video that they did not know when they were being recorded. As well as this I must make sure that I have permission to film in and around the school, for this I must get permission from head of College@Deyes Mr Delaney. Also If I use any footage that is not mine I must make sure I credit the original creator as well as having their permission. This is part of the copyright and patents act of 1998.

Copywright
With all the filming being in school the only real copyright threat I face is not getting permission to use the College@Deyes logo, the point of this campaign is to raise brand awareness and the logo will be used in all adverts to do this, so I must have permission from Mr Delaney, head of College@Deyes to use the logo

Ethical issues 
It is unethical to use other facilities from other places to represent College@Deyes, as a student may turn up expecting these facilities and be disappointed to find that it was not a real representation of what College@Deyes has to offer, this also applies for students, I cannot guarantee everyone is friendly as this would be misleading as it is something no one can guarantee. So I must ensure that all information is accurate and truthful as well as up to date

It is also considered unethical to only show certain results as it would not reflect College@Deyes’ actual ability level, any Sixth form could just show the best results they have achieved but this would not be information that is useful to someone looking for their perfect Sixth form.

M2-Justification

YouTube ad

A YouTube ad would be an effective way of reaching my target audience for a few reasons, first of all this form of media will be very effective as my survey has taught me that around 41% of school students use YouTube more than any other social media website, this being the highest percentage gives me confidence in reaching the target age group of 15-16 year olds. I also believe that creating this YouTube ad will show the professionalism as well as the creative potential in College@Deyes, the aim is to create an advert that shows off as many different aspects of the sixth form to try and get the attention of as many students as possible, YouTube is a great platform to do this as it is easily accessible to students, free to use and does not take up a lot of the viewer’s time, meaning more students may watch it. YouTube in my opinion is the strongest form of advertising as it is very effective at giving as much information as the creator wants, this gives me the opportunity to keep the information brief but still say a lot about the sixth form, for example i can show around 7 different subjects, the facilities as well as students enjoying a social life in around 30-45 seconds, this is a lot of information and is more than what could be told from any print ad. As well as all of this it will link to the Instagram advertising page to draw attention to another form of media advertising.

Spotify advert

A Spotify advert is also another effective form of advertising as my survey told me that 71% of 15-16 year olds use Spotify to listen to music, so with this being the most popular music streaming app, it has a better opportunity to reach my target audience. Previous advertising campaigns have proven that Spotify is the best way to advertise colleges because when creating an account people specify whether they are a student, this allows me to have my advert be played to students only meaning I can narrow down onto my target audience. A Spotify advert again is a great way to get across information as this form of media is only 30 seconds of audio meaning I can come up with a creative way to tell as much information as possible in that time, this can be through noises or voice over.

Print advert

For a print advert I will be creating a poster, this can be effective as it will reach the local target audience that the client brief has asked for. This can be put up around Deyes high school, other schools in Maghull as well as shop windows and anywhere else that may be effective at reaching a large number of people, the advert would also link to the website, YouTube video and Instagram account as I’m hoping that this poster peaks people's interest as the pass by so they decide to visit the other forms of advertising for more information.

Instagram page

Instagram (after YouTube) was the second most used social media website with 36% of 15-16 year olds using over other social media websites, this shows me that this is another useful form of advertising to use. Again using Instagram's account system, I can utilise this to reach my age and local area targets, also with Instagram being rather new it gives the sense that College@Deyes is much more modern than other sixth forms, posts on this page could be intriguing to make viewers want to swipe to other picture or even go to the account to find follow and find out more. It would also link the YouTube video in the bio so anyone who is interested could go there for more information

P2- Campaign plan

Elevator Pitch

The overall message of my campaign for College@Deyes is a far stretching college that allows new possibilities to only the students that are willing to work hard to get there. Too create this effect, first I must consider what forms of media to use, I have chosen to use:

-A Spotify/Radio ad

-An audio-visual YouTube ad

-A Poster

I will also be running a College@Deyes Instagram account for advertising the sixth form on a social media website.

Spotify/Radio advert

My Spotify/radio advert will be a 30-40 second audio clip starting with sound clips of music, acting, cooking, chatting, Laughing and finally cheering which will drown out. This will show that College@Deyes offers a range of courses and a comfortable social environment. It will then feature different student Voices saying parts of phrases that will be edited together to make a sentence that shows that College@Deyes is professional college that wants students that aspire. The advert will also need music to be playing in the background to keep the ad interesting that will kick in as the cheers fade out to make the ad more interesting.

YouTube Advert

My YouTube ad will be 45-60 seconds, it will include shots of a range of activities including an English lesson, a Football penalty, dancing, acting, socialising and a science experiment. As well as this I will have establishing shots of the sixth form block and common room in the beginning, and comments from a few students. This will show the range of opportunity available at College@Deyes and show students enjoying themselves and doing well in the subjects they enjoy. On top of these clips I will have a voice over of the student’s comments and possibly an interview with the head boy. This will add a sense of inspiration for students to want to be at this sixth form. The end will link people to the website and show the Instagram account.

Poster

My print ad will be a poster and will feature 6-8 people sat in the conference room with some paper on the table and pens in hands, they will all be talking and laughing, this will show that College@Deyes is a comfortable, safe and warm environment. Too much paper on the table can put students off if it looks like a stressful amount of work so it will only be one sheet per student and none of them will actually be writing anything. Also the setting of the conference room will show a professional side of College@Deyes. On the poster I will show the Deyes sixth form badge, the website name and Instagram account.

Instagram account

The Instagram account will be used for advertising on social media, first of all in the bio of the account there will be a link to the website, the account will feature things like pictures of the rooms available to show the resources College@Deyes provides, pictures of students looking happy to show a comfortable work place and things like swipe pictures where people need to swipe to find out why they should go to College@Deyes.

Interpreting My Client Brief

In the client brief it says "Cross-media advertising Campaign" This tells me my advertising campaign should be across multiple forms of media. Also the brief specifies "The best GCSE Students"
This tells me my campaign needs to target 15-16 year old's and towards with no gender specification, it also needs to target students that can perform well in this sixth form based on their results at GCSE.
again in the brief we are told to aim for the "Local Area." So my Campaign should be targeted at students that live in Maghull or the immediate area outside of Maghull for example Kirkby.




Advertising Capaigns aims:


-Raise awareness of the brand College@Deyes
-Achieve larger Shares than competitors



Target Audience


-Geographic: Maghull and surrounding area
-Demographic: GCSE pupils and their parents, male and female, No race specification however the area is predominantly white, Maghull has no particular social status
-Psycho-graphic: Students who are focused and dedicated and have potential

-Behavioural: Students should be Academically high performing students

-USP: providing a large amount of opportunities to develop you as a person

My Client Brief

College@Deyes- Brief

Your 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 you to include 2017's results in the campaign, as well as include some reference to the new buildings recently introduced to the site.

The campaign must also make reference to the overall student experience offers at College@Deyes

M1/P1-Advertising campaign Case study

I have studied Leeds University to evaluate their use of cross-media advertising. Cross media- advertising is important for all advertising campaigns as it allows a company to reach as wide as an audience as possible, or in some cases to successfully reach a very specific demographic. Just like most Universities, Leeds uses the Bursting model, the advantage of this is that audiences are only targeted at the time of peak demand. This works for Universities because they know when students will be searching for Universities so they use the opportunity to advertise their open days and courses.

One of the methods that have become much more popular with all Universities is the use of social media. Social media is a platform that is almost certainly going to reach the correct age group, for example Leeds University uses Facebook, Twitter, and Instagram and also has a student run Snapchat. This University can use these effectively to see who posts and interacts with their accounts and hashtags. Viewing and collecting this information is a very easy task with today's technologies. Another positive feature of social media is the 'share' feature, this is something that connects all social media websites and can be a very effective word of mouth effect but online. Social media also allows the possibility of something going 'Viral', this can gain lots of attention and increase general viewing figures. Social media is arguably the most effective way of reaching a Universities Target audience as 67% of social media users in 2017 are College students (Source: Statista- The statistics portal) The best thing about social media websites is they are completely free to post and share making it great for any company, as well as this Leeds University pays for advertisements to pop up on their target audiences home pages and feeds, again making it very convenient for someone searching for universities. The use of a student ran Snapchat gives Leeds a sense of community as anyone can view their posts and see the life of students at this universities which also increases peoples intrigue in their University if it comes across as a fun place to the students. Another form of social media they can use is YouTube, YouTube is completely free and allows Leeds to post anything and again have the chance to go Viral, YouTube also allows Leeds University through the use of cookies to reach their target audience with ease because when a consumer clicks on any sort of video involving Universities, Leeds can have their advertisements pop up before the video, this helps reach the target audience as they can put themselves in front of anyone searching for Universities. YouTube allows Leeds University to post videos on particular courses so viewers can find even more specific information about their individual courses, making things more convenient for the consumer. They also have a virtual tour on YouTube so viewers can get a feel of the campus, this makes the University look professional and can portray the University in any way they want, Leeds focuses on the community feel of the campus and balancing a good working environment with a friendly environment, this is their overall message In their campaign. On top of all this YouTube can actually allow Leeds University to generate revenue from the videos if they allow ads, this money can go towards developing future advertising campaigns.

Another form of advertising used by Leeds University is Print adverting, they have leaflets that can be picked up at open days and University events, by handing this leaflet out Students will take these home and when making a decision on what University to go to, this leaflet will be a constant reminder of Leeds University. it also promotes their websites and their social media accounts encouraging students to go visit these pages to "find out more" This is an effective way of getting students to dig deeper into their university increasing the chances of selling themselves.

Another form of media that Leeds University uses is TV adverts. Looking at their most popular advert i can see that they have focused on showing professionalism and success being a result from their University, Their advert shows students going from Mock court trials, Mock operations and performing on campus to those students being very successful in those jobs for example becoming an actual surgeon and saving a mans life, being a barrister in court and performing on an actual stage. They also have the repetition of "Be" something for example "Be the change" and " Be Bold" throughout the advert, then ending with the slogan "Opening minds, Opening Doors". They do a good job with selling themselves as a University that can give good results almost putting the idea in students minds that they will get the job of their dreams if they go to this university, they also do a good job of enforcing their overall message of a good working environment in this ad as they show the students enjoying themselves and working hard and then showing them living their dream. The advert is also very positive and motivating to again try and sell themselves. However one thing they did not do was link any social media or websites at the end which is surprising as i believe this could be very effective especially considering that this was their most popular advert. The advantage of TV ads is they can pick a channel to advertise on to narrow down on location by choosing region specific channels. Arguably this can be a better form of media to reach their target audiences parents, It is important to Universities to impress parents because they can be a huge influence on a students choice, perhaps this is why the TV ads focus on the Success and results opposed to social media focusing on the enjoyable social side of Leeds University.

Overall Leeds University Utilities cross media-advertising very well as their synergy makes viewers need to follow over to the next form of media to discover more information, all the forms of media they use encourage people to then visit another by saying things like "Visit the website to learn more" and " Keep updated with students feedback on particular courses Via our Twitter". They are very efficient with their advertising as their main focus seems to be social media and that seems to get them the best feedback, this is perfect for them because it is cost efficient and effective. They are also quite consistent with their message as most of their ads give a sense of belonging, working hard and enjoyment.

 St Mary’s catholic High school (Sixth form)- Audio ad
This advert features an uplifting background track, this is heard before the narration comes in, the narration features three voice actors, two students (Male and Female) and one older man who we can presume is a teacher. It begins with the male student saying that at this sixth form he can “Achieve my full potential with support of excellent staff” This straight away tells us that this sixth form has supportive staff as well as an opportunity to reach an individual’s “full potential” suggesting that this sixth form will assist a student and allow them to work to their strengths and remove any limits on their education. The next student then says that at this sixth form she can “achieve the first steps to my future career” this is letting the listener know that they give the training and qualifications for any future job, this is playing of the hope of students getting their dream job making it seem like this sixth form will help them achieve their dream job
The narration then swaps to the adult talking about the sixth forms “98% pass rate”, “Outstanding Ofsted report” and their “100% university placement success”. All of this Is to try and impress the target audience by suggesting it can almost guarantee a pass as well as 100% guaranteeing a University placement if you go to their sixth form. By mentioning the good Ofsted report they are trying to gain the trust of students and their parents by showing off a positive review from a reliable source again simply trying to impress their target audience and let them know this sixth form is a good place to be. After these statements the adult says “You can achieve this and more”. Saying “And more” suggests that these are the basic things that every student will achieve but there is no limit to a student’s success in this sixth form, this opens the idea up for students to then go on and wonder what they could get out of this sixth form, it helps intrigue and convince them to find out what other things this sixth form offers. This is a good use of cross-media as it then makes students visit things like their websites or any other promotional videos online. He then talks about the open day to raise awareness for that in an attempt to get more people to go. It then ends with all three voices saying find your seat of wisdom at St Mary's sixth form, this slogan wraps up the ad as well as reminding the listener of the name of their sixth form. This leaves their name in their audience’s head, this brand awareness is their goal for this ad. Whilst their campaign uses effective methods Leeds University uses its cross media on a much larger scale, unlike St Mary's ad Leeds Universities cross media works in more than one way, for example everything directs you to the website which can direct you to the rest of their campaign, whereas St Mary's campaign ends at the website giving you no purpose to look further. Leeds University has a much more professional advertising campaign that is much more likely to grab the attention of their target audience. Leeds also does a better job at showing the social side which is arguably just as important as the academic side.

Colorado Mountain college- Audio ad
This advert opens with the question “Have you thought about a new career in the modern world” This instantly makes this college seem modern as well as makes you wonder what they have to say, it then follows up with the statement “Colorado college is exactly what you’re looking for”, this makes the audience associate what they want out of a college with this college. They then talk about their courses; they go on for a long time about information that is not needed unless a person wants to research further. They go into way too much detail for a 30 second ad. This takes up the first 20 seconds of the advert, it then says “for more information, you can go to…” They tell us about their website and their phone number. However due to the detail in the ad it almost feels like there isn’t much more information to find out. On one hand it is clear about what it offers and ensures only people who are interested in these particular courses will visit the website so they reach their target audience however it may make some people disregard the ad entirely. Overall the ad only has one very monotone narrator making it easy to lose any interest that may be there, also the general boring atmosphere from the ad makes this ad something that annoys people especially if it would be heard multiple times without being able to skip, the music in the background is also very generic and not even uplifting, it’s almost jazzy making it seem irrelevant, it is a poor choice of background music. This advertising campaign in my opinion is the worst of the three as it turns a lot of people away straight away, perhaps they had a niche target audience and have included this to ensure they only reach their demographic but they still don't leave much reason to "find out more". Whereas Leeds University makes the campaign all very connected and available no matter what part of the campaign your looking at.






Sources-
Colorado Mountain College- Audio ad

St Mary's catholic high school and sixth form audio ad