P3-Personnel

P3- Pre-production script

D2- How my media product meets the brief

Whilst creating my advertising campaign it was important that I met the client brief, to do this I had to understand it well and repeatedly refer to it during pre-, post and mid production. First of all the brief tells me that the campaign needs to be cross-media, to fulfill this I created both print and audio adverts. I used the information i gathered from my case study to make sure my campaign is all linked together to be a successful use of cross media. This is evident in my script as one of the voice actors say this line "visit our website at www.Deyeshigh.co.uk/ for more information, or call us at 0171 526 3814" it is also evident in my print ad as I included website and social media links as well as link to my audio advert.









 The next thing the client brief tells me is the target audience of 15-16, it also specifies that they are looking for "The best GCSE students" To appeal to the better students at GCSE level I made sure my audio advert used motivational language that would be relatable to top tier students, for example my audio ad features students saying things like "I want a Sixth form with no boundaries"
and "I want a sixth form that can match my working level". This makes the sixth form look seem like its the place to be for the students who will work hard to achieve their goals. This is also the reason I decided to have students working in the main image of my print ad as its important that students know they will need to work hard if they come to Deyes Sixth form, this will hopefully turn perhaps more lazy students away from going to this sixth form.








 The client brief also has no gender specifications which is reflected within my productions as they feature both genders.
The brief asks for three specific requirements, one of which is to include 2017 A level results within the campaign, I made sure to include this in my audio advert by saying "as well as 100% success rate in all subjects, with 47% being A*-A"
Another one of the client requirements was "Reference to the new buildings recently introduced" of which I have included in my print ad.





 The final client requirement is "Reference to the overall student experience offered at College@Deyes. This was an important feature on the other campaigns I researched so I made sure this was prominent in both my print and audio adverts. My audio advert features three students directly talking about what they want out of a sixth form "College@Deyes wants to help you create your own path" this will make the audience relate to these students and feel like College@Deyes is the correct place for them as this is the student experience they want. My Print ad also features students working yet enjoying themselves, this is important as I wanted to show that its an enjoyable experience but does require hard work.

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