LO2: M2 - Planned Components Justification

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 video the last 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.