Saturday, 3 March 2018
Friday, 2 March 2018
LO2: P1 - Intepreting My Client Breif
Interpretations
Student Audience
- The audience will be between the 15-16-year-old demographic because that is the age that will be looking at colleges and places to go to.
- Male and Female.
- It will target students who value their education.
- 4-9 Grade Students preferably.
- Looking for a good student experience.
- Students who are interested in going to University.
Parent Audience
- Male or female.
- Live in the Maghull/Sefton area who are perhaps willing to drive their child if they live further away.
- The parent will value their childs education.
- They will probably value their childs results as parents often have a say in what their child does.
Aim of the Campaign
- To do battle with the competitors such as in city colleges, and other competitors for the best students available.
- To raise awareness of the College @ Deyes Brand and what it has to offer.
Main Points
- Geographic – Areas around Maghull and Sefton.
- Demographic – 15 to 16 year-old GCSE students, and their parents.
- Male and Female.
- All Races.
- All Social Status.
- Behavioural – Academic High Performing Students.
Thursday, 1 March 2018
LO1: P1, M2 - Universities and How they sell their Product
Universities and how they sell their product
What is a Universities product?
Many universities are after enrolments so that they can make
money, while also trying to make themselves stand out and look unique and
progressive. They will use certain tactics to advertise themselves across all
different types of media, including TV adverts, Social Media, posters and print
based adverts and many more.
Twitter Accounts
Most universities have a twitter
account that is updated regularly. They will use this for news but also to
advertise their product. They will often have things related to what is going
on in the university and what cool things they are up to show how interesting
and unique the university is. For example, further down the page they have some
videos of the chickens they have on campus. Videos and images like this create
an image of the university that says that they are different and have a fun
time during the year.
The Twitter page also posts
information on things like open days and events going on within the campus so
that people can see how much they offer and how many diverse activities they
have on during the academic year.
They also had a hashtag which was #wemadeit which was used
when people received their results on whether or not they had made it into the
university. People were asked to show themselves with their results and post
images of themselves holding them up looking happy, this was in an effort to go
viral.
Leaflets
Lancaster University often
advertise with images of the local area and the town, as it is a historic area.
They will have many picture of the town and the scenery surrounding the
university. They want to show off the local environment and the beautiful scenery
and castle. They can use this to their advantage as it shows how nice the
University is, perhaps making people want to visit and may make they choose
their university based on the area around it. Most people want to go to a
university that is in a nice location, so universities like Lancaster, Queen's
University Belfast and St Andrews use their location to help advertise
themselves.
Lancaster University is in a
beautiful seaside town which has many old 12th century monuments and
even has a castle. This creates an aura around the University which they can
use to help boost specific areas of their enrolment, for example they will
often say they are best for creative writing in the northwest of England,
suggesting that the historic location helps boost people’s creativity.
YouTube Videos
They had this advert which was advertised to some people on
YouTube, it was created so that people could see the university’s grounds and
what you can do in the evening as it is a campus university they have to show
off what people can do in their free time, as they cannot easily access the
city, it being a 30-minute walk away, means they have to have a good variety of
clubs, activities and a nightlife so that the students can keep entertained.
The advert shows all of these off as well to show how well rounded the
experience is.
They also show the some of the students in the lecture halls
to shop how new and updated they are, they show people in groups using the new
IPad and technology such as microscopes to show how new and updated their way
of working actually is.
Lancaster Instagram page
They also have an Instagram page where they will often post
images of the university and some of the students as well as things going on
around the campus, such as the radio show and the interviews that they
sometimes do.
This shows that the university values its campus and what
goes on around the site. They hope doing this will reflect greatly on the
university because it shows a progressive environment which will hopefully entice
forward thinking people to give them money.
They also allow people to use the hashtags #lancasteruni and
#lovelancaster for a chance to be feature on the Instagram page, allowing
people to interact and post more images that they can use, meaning they can get
people to do some of the advertising work done for them for free.
Edge Hill University Advertising
Consistency
I will make sure that all of the advertisements that I will
produce will have a consistent message through the creation process. I will
ensure to this because it is vital to generate a personality and appeal when
creating a product. Making sure that a personality is created when the poster
is made is important as it gives the viewer an idea of the environment and the
appeal of the College @ Deyes. I will try and make the personality of the
school as a cool and hardworking place with lots of independent and group work.
I think that this is the best message to get across consistently within the
advertisements.
I think one of the main reasons that consistency is
important inside then poster and the video is a good idea as it will make the
College @ Deyes seem more professional and put together, as advertisements that
do not go together will not be useful as the message that he College will send
to the potential future students will not be consistent, creating a loss of identity
within the College @ Deyes.
Another good thing about consistency of message is that it
generates a personality for the college. Making sure that a good personality is
conveyed towards the viewer is important because it means that the viewer can
generate an idea of the tone of work and the environment that the college will
be based off of the advertisement.
Consistency is kept between the
twitter page and the Instagram page, as they both have the hashtags that work
in conjunction with one another, creating a link between both the twitter and
the Instagram.
Website
Edge Hill have a website that
they can use in their adverts so that people can come to their website and view
any extra information that they might need. For example, if someone sees an
edge hill billboard, if the web address is on there the viewer will know what
to search when looking for the university. Usually you just need to search the
name of the university but having the web address tells the viewer that you
definitely have a website.
Alumni
Alumni are a good way to help advertise a university. Edge
Hill University have an Alumni page on their website as well as have some
alumni advertisements. This is to show the credibility of the university. It
shows the viewer that the university can produce great workmen and women. As
well as fully formed personalities and characters.
Alumni shows that the university has
merit and is a good way for the advertising team at Edge Hill to create a
portfolio of people who have succeeded after attending Edge Hill university.
Twitter
Edge Hill University also have a
Twitter page so that people can stumble upon it when looking at universities.
They can communicate between themselves and potential students. Having a good
social media makes the university look progressive as well as modern and
engaging.
This Twitter page has several
things, such as a gallery where they can make lots of interesting images and
pictures that they can take of the university and the surrounding area. This serves as advertising as it is
advertising the local area, which is where you would spend some of your time if
you were to stay in the campus at Edge Hill University.
Wednesday, 28 February 2018
Thursday, 15 February 2018
LO2: P2 - Campaign Plan
P2 - Campaign Plan
Client Brief
Create a cross media advertising
campaign to assist in recruiting the best GCSE students in the local area to
attend the College building at Deyes. The advertising campaign would need to
include the 2017 year 13 results, as well as include some references to the new
building. It must make references to the overall student experience offered at
Deyes College.
Format
The format of the product I will
be creating will be a poster and an advert for Deyes High School. The poster will
contain the information about the school that will be relevant to the target
audience. This is important as it means that the target audience will be
satisfied with the poster. I will also be creating a video advert that will be
available to view on either a YouTube video or if the school would provide the
funding could be used on local TV stations. The video will be around 45-60
seconds long as that is the average length for an advert on things like
television and YouTube. Making it 45-60 seconds long is also a good idea
because that is the length that most people would that is enough to judge the
school based on the information conveyed throughout the video.
Working Title
As I am only producing an
advertisement for Deyes High School to be viewed in and around the Sefton Area,
I will probably name all the products that I create something like “Deyes High
Advertisement” this is probably a good idea as it will be easy to remember.
Image Plans
I will make sure
that I use images that I have taken myself, this is important as it complies
with the Legal laws such as Copyright. I will probably use some images of the
front of the new College @ Deyes Building as well as some of the interior so
that people who may be thinking about coming to the College @ Deyes will know
what the interior and exterior will look like. This creates clarity for the
viewer as they can make a mental image of what the school is like without them
coming near the school.
I will make sure that I
take all of the images of the front of the school when the weather is nice and
sunny. This is because it makes the school look like a nicer and brighter place
just by making the image brighter. Making a good first impression is important
and will mean that people will be more likely to apply for a position if they
believe that the College @ Deyes is a good looking school.
I will also try to make the
school look inclusive by the way that I stage some of the images. It is
important to make the school look inclusive as well as forward thinking as it
will appeal to certain types of students that Deyes is looking for. I will make
sure that all of my advertising material consists of both genders as well as
people of all race and backgrounds. This is to make sure that each demographic
of people that could apply to the school will feel welcome when applying for a
position.
I will also have to
use some images of the school’s logo, as it is needed on an advertisement for
the school. Makings sure that I get a high quality and resolution image for the
school logo is vital, as it should be the first thing the viewer sees in the
advertisement. I will ask the head of Sixth Form if I can have access to some
of the logo’s and previous logo’s so that I may use them in the advertisements
that I will be creating in the future. I will make sure that I use the correct
College @ Deyes Logo for all of the advertisements to keep it consistent
throughout.
Target Audience Description
Student Audience
- Lives in the Maghull/Sefton Area and can commute to the school
easily to arrive in the morning.
- The audience will be between the 15-16-year-old demographic because
that is the age that will be looking at colleges and places to go to.
- Male and Female.
- It will target students who value their education.
- 4-9 Grade Students preferably.
- Looking for a good student experience.
- Students who are interested in going to
University.
Parent Audience
·
Male or female.
·
Live in the Maghull/Sefton area who are perhaps
willing to drive their child if they live further away.
·
The parent will value their childs education.
·
They will probably value their childs results as
parents often have a say in what their child does.
Campaign Plan
Ideas – in order of Likelihood
·
Train / Bus advert
·
YouTube Video
·
Instagram Page / Advert
·
Newspaper Advert
·
Spotify Advert
Key Message
Key message of the Adverts that I
will run will be that the College @ Deyes is a relaxed place of learning. I
will put the emphasis on independent study and has great IT facilities. I
believe that a modern feel will make the College @ Deyes seem more progressive
and inclusive, which is a trait that makes students and parents believe the
college is a new place of learning. I believe that a slogan would also be a
good idea for the campaign as it could make brand awareness and also can create
continuity between the advertising campaign.
Approach
I will most likely choose the Video and the Poster to
advance the advertising campaign as I believe they will be the most effective
for the target audience, as the students will want to see what the school is like
whereas the parents will most likely be interested in what their child will
want to do, as it is in their best interest. I will make the advertisements
make the College @ Deyes see like a place for independent and hardworking
students, who also like to be treated like adults. I will achieve this by
making the advertisements seem like the College @ Deyes is a relaxed and chill
place to go.
I will also want to make the College @ Deyes seem like a
place where there is a lot of technology. I will achieve this by showing off
all of the interesting and impressive tech that the College @ Deyes has, such
as the Netbooks that allow the students to work anywhere within the College
Building. I will also show off the amazing cafeteria that the College has, as
that is what the students will want to see when they watch the advertisement.
I will most likely use a blue and red colour scheme as that
is the scheme that the school has already chosen throughout the years and
within their logos. I will make sure that the consistency is kept between the
schools already established identity and the advertisements that I have been
asked to create for the College @ Deyes. This is an important part to creating
effective advertisement material.
Length
I will make the poster an A4 sheet of paper that will be the
perfect size to make sure that there will be a perfect amount of information on
the page. I will make the information on the page be relevant and good fit on
the page, I will probably make the information on the poster be about some of
the results.
I will also make the length of the advertisement video
around 45-60 seconds, which I believe to be the perfect time for a video
advertisement.
Idea Justification
Train / Bus Advert
I believe that the most effective
way of advertising the College @ Deyes would be by using the Mersey Rail and
Arriva bus ad space to our advantage. I think that the best way to gain brand
awareness would be to have adverts that can move all around the Sefton /
Maghull area so that people can see them throughout the day. Bus and Train adverts
are mobile meaning that they are always on the move, meaning that a larger
audience can see the adverts due to the widespread nature of public transport.
Mersey Rail Adverts
Mersey Rail Train adverts are a
good idea because it would be the best way to students who use public transport
on the way to school who use the train, as they already use the public
transport anyway. The Mersey Rail services allow adverts to be place on the
outside of the train or the inside. If a budget was not implemented an advert
on the outside of the bus would be the best idea, however it would be far more
expensive than an advert in the carriage itself. Mersey Rail network stations
offer a variety of advertising formats, including the brand new LCD screens in
Liverpool Central, allowing you to reach 17.2 million passengers a year.
Arriva Bus Adverts
Bus adverts are also an extremely
viable option as they are perfect for making lots of people see the advert.
Whereas train adverts are more localised and stick to a specific route, buses
are more likely to come into contact with people who are just minding their
business, shopping, at work, driving. All of these people can be exposed to the
advert. Exterion Media (In charge of advertising) suggest that a typical
four-week bus advert will reach 89% of the people in Liverpool and 91% of the
people in Manchester. These statistics show to me that bus advertising is a
must due to the widespread nature of the advertising.
YouTube Video
A YouTube video is also a good
idea for the advertising as it will allow a more visual experience for the
people who would be willing to come to the College @ Deyes. It will show more
of the school than just an advert on the bus or train, as well as will allow me
to show the College @ Deyes off more to the people who want to see it. I
believe that making the YouTube vide the las thing in the line of the
advertising campaign is a good idea as it can provide the most information for
people that want to find it. Whereas the Bus and Instagram adverts are more of
a jumping off point to get people interested in the school, quickly. The
YouTube Video can go more in-depth and explore the schools results and the
courses it has to offer more than the other two listed.
Instagram Page / Advert
I also think that an Instagram
page would be a good idea as it shows the person looking at it that the school
is progressive and tech savvy. This is a desirable trait that the school needs
to have to make it seem more progressive and forward thinking. This is
important because it shows the person looking at the advert that the College @
Deyes knows what it is doing. Another good point is that in my questionnaire
data I found out that most youngsters looking for their college use social
media quite often. Using cookies, we collect, would allow us to target the
advertisements at them for the College @ Deyes. This would be good as we could
make the adverts slightly vague so that they are interested in the premise and
want see if it is a good value proposition.
Newspaper Advert
Newspaper adverts are sometimes a
good idea because it means that I can get a local advert in the paper so that
people in the local area can look at it. This would be a good place to show a
more academic advert so that parents who are more likely to read a newspaper
advert can see the college. The main problem I would have is actually getting
the main demographic of children aged 14-15 to look at the newspaper advert, as
most of them won’t read a newspaper.
Spotify Advert
A Spotify advert would also be a
good idea because it would allow us to get into the main demographic as most
14-15 year olds use Spotify over other types of music streaming services. We
could also make sure to only target people in the north west, when the Spotify
advert is playing. I don’t think I will use a Spotify advert though because I
think that it doesn’t really make sense as we need to make sure that the advert
will reach the parents too and not many parents in the north west use Spotify.
LO2: D1 - Legal and Ethical Constraints
Legal and Ethical Constraints
Legal Issues
Quotes and Results
Legally I cannot lie about results, quotes or use any
footage that could be seen as false. This is because in advertising you must
comply with the ASA’s rules and regulations. I must make sure that when I am
editing any print advertisement or audio visual I must make sure that the
results or quotes that I use are within the truth, otherwise I could be asked
to remove the advert as it is false advertising. Lying about results is a
problem because if the results are factitious it will make the school seem like
it is hiding the actual results and it can seem untrustworthy. Another thing is
that using quotes that are made up is also against the ASA regulations, because
it is factitious and false advertising.
Found Footage
If I use some found footage in my adverts I must make sure
that I have the creator’s permission, otherwise I will not be following the
Designs, Copyright and Patents act of 1998, meaning that the person who has
created a piece of media that I will use will have to give me permission. I
also must make sure that I will only use footage that is actually from my
school. This is because it could be seen as false advertising, if we show
footage from another school.
False Claims
When I am editing my advert, and putting text onto the audio
visual and visual adverts I must make sure that I do onto make any false claims
about the school. For instance, I cannot say that everyone in the school passes
all their exams, because it is just incorrect. Making false claims on an advert
will mean that if reviewed the advert will be taken down and I will have to change
it so that the claims are adjusted or removed.
Slander
When the adverts are created if I am going to refer to the other
schools in the area, I must call them competitors, verbally addressing the
other schools could be classified as slander. I am legally not allowed to say
that schools like Maghull High College is not as good as the College @ Deyes.
The ASA say that adverts cannot mention other competitor’s names in the advert
specifically but can cover it up with other words for them.
Filming
When filming with actors you must get permission to film
them via a signature, so that you know that you can film them, this also
applies for anyone else that could accidentally walk into the shot. This is against
the law to film people without their knowledge and if you have their permission
you must tell them what they are going to be in the advert and where it is
going to be published, as some people may not mind being filmed for an advert
in school but may not know that it is going to be uploaded to YouTube. Creating
a release form would allow me to have something to give to the people I am
filming so that they know what they are doing and how long I will use the
footage for.
Copyright
If using any copyrighted materials, for example, the College
@ Deyes logo. I must make sure that I have permission form Mr Delany to use the
logo. I can ask for permission from Mr Delany
to sue the logo in my advertisements so that I can actually show the adverts as
they will need to have the logo in it to create brand awareness.
Ethical Constraints
Misrepresentation
When I am creating the adverts whether it be print or audio
visual, I must make sure that I represent the College correctly, this means
that I cannot use actors who do not go to the College to act in the advert, as
it is unethical and doesn’t represent the school’s actual students. This means
that if the College is mainly a white college, I cannot ask more Black/Asian students
to come and be in my advertising campaign as it is misrepresenting the College’s
ethnicity.
Another problem with Misrepresentation is that some people believe
that is unethical to cherry-pick the results that I will use in the advert.
This means picking the Colleges results that look best for the advert, this can
be seen as misrepresentation because it doesn’t represent the majority of the
College’s results.
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