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.
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
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.
Wednesday, 14 February 2018
LO2: P3 - Advert Storyboard with Annotations
Clockwise
I will be using some Royalty Free Music that will go in the
background, I will probably use a free instrumental that will be uplifting a
happy, this is to make the College @ Deyes seem lively and more exciting, as
silence in the background makes the advert seem boring and unprofessional.
The music I use will be royalty free, as I cannot use music
that is copyrighted, as it is illegal and we could get fined for using it.
This shot will be a tracking shot of someone’s foot walking
towards the school. It will slowly draw back and reveal the outside of the
building. It will be around 5-6 seconds long and will help me create a
narrative as the person will be walking towards the school will be narrating
the advert.
This shot will further establish the school with some more
wide shots of the school form different angles. I will probably use 2 different
angles and will take around 3-4 seconds and will help establish the building.
As in the brief it tells us to show off the new buildings.
This shot will help establish the common room, I will have
some people in the background, the shot will take about 3 seconds and I will
have the narrator say that the college has “an amazing common room”. I will
probably use a female voice as I think it would suit the tone better
This shot I will use to show the viewer the sport facilities
that the school has to offer. These shot will be around 5 seconds and I will
include a mid-shot of someone scoring points, as well as them passing the ball
to someone else.
This shot will be someone pointing at the model of a person,
I will have a shot that pans upwards around the model to show off the organs
and internals, as well as the point where the person is pointing.
This shot will be of someone giving a presentation in the
conference room, I will use a shot reverse shot to show the group of people the
speaker is educating. It will be around 4-5 seconds long and the narrator will
say “The school creates leaders”
This will be the final establishing shot, it will zoom out
slowly. It act like an end scene by showing the logo of the school and the
website and email. The music will also fade out at this point.
This last shot will be of some coffee getting filled up at
the cafeteria, and it will have someone take it away at the end. It will last
around 3 seconds but will be a nice end to the narrative. I will have the
narrator say, “The coffee is nice too”
I will have a shot that will show some people working, but
they will be laughing and drinking coffee, which will show the student
experience. It will be mid shot around 4 seconds long. I will get the narrator
to say “We get lost of work done”
Here I will have an extreme close up of some soldering work.
This will be a short 3 second shot that will be visually pleasing as solder
melting looks interesting.
This shot will be an over the shoulder shot of someone
typing, I may include a close up of them typing something out, this shot will
also take around 6 seconds, and I will have the narrator say “the number of computers
available lets me do my work anytime of the day”
This shot will include an extreme close up of a Bunsen burner
working, as well as zooming out to show someone looking at it holding a beaker
of dyed water, to simulate chemicals. This shot will be around 5 seconds long
and the narrator will say “We have great science facilities available”
Sunday, 4 February 2018
Thursday, 1 February 2018
LO3: M3 - Audio Visual Product compared to Codes and Conventions
Comparison between my Audio-Visual product and another Product
How does my Audio-Visual Product comply with the Codes and Conventions of Advertisement?
This is a wide angle establishing shot that I have used with the Deyes High School Logo in the bottom right corner to visually convey to the audience that this is a school. The establishing shot also shows the outside of the school so that the viewer can see the building. I have added a filter onto the top of the scene so that the school looks more vibrant and appealing. The logo is wiped away and then the next scene is shown.
In comparison Hugh Baird college advert also has a shot like mine but with people walking towards the college. This meets the client brief by making sure that school is established and represented correctly in the picture.
Similarly, in the Hugh Baird College advert they have a similar shot, although they have added in a pan to make it more cinematic. This shows that I have considered that adverts usually contain an over the shoulder shot of people working on computers.
Similarly, the Hugh Baird College advert has a similar shot where they filmed a class working, it looks very similar apart from they have windows in the shot. Their shot also pans during the video, whereas mine does not and we just have the people actors move slightly to show working motion
LO3: D2 - Demonstrate how the Technical and Aesthetic Properties of the Media Components Meet the Client Brief
D2: Demonstrate how the technical and aesthetic properties of
the media components meet the client brief
Client Brief
Brief
Target Audience Description
How I have met the Client Brief
Print Product Components
Size
Brand Logo
Slogan
Colour Scheme
Graphics
Limited Use of Words
Audio Visual Comparison
Technical Properties and How They Meet the Client Brief
Client Brief
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.
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 child’s education.
They will probably value their child’s results as parents often have a say in what their child does.
How I have met the Client Brief
I have created a cross media
campaign for the College @ Deyes. I have created a YouTube video as well as an
advertisement that would go onto a bus shelter. I have made sure that I have
added in some of the results for the last year thirteens as they have very good
results that show the College @ Deyes off when they are show. I have also added
in images and information about the new College building. I have also included
clips and information about what it is like being a student at the College
building, starting that the environment is calm and relaxed and that the
teachers are great. All of this helps me achieve the client brief as that has
been asked of me and oi have delivered the production materials and the
finished product.
Print Product Components
Interesting
Heading or catch Phrase
I have added a heading that is an
interesting way to catch the viewers eye, I really like the transparent word
“Strive” as it looks good over the cell shaded image of the College building. I
think that this is an interesting way to use the space on the advertisement
without ruining the images or look of the advertisement, as you can still see
through the text.
Interesting Heading or catch Phrase
Size
I have complied with the Arriva
Bus Stop size requirements making sure that the advertisement is A4, as that is
the size of the advertisements that go onto the bus stops. It is important that
I have kept to this size as it means that the advertisement will be fully
capable of filling out the advertising space that is required of the product.
Brand Logo
I have made sure that I have put
the College @ Deyes logo onto the poster, as it is needed for the brand
recognition. It means that the viewer can associate the logo with the
advertising. This creates brand recognition as if they see the logo again they
can put the pieces together and remember the logo if they see it again.
Slogan
I haven’t really included a
slogan, but you could make the argument that “Strive” is kind of a slogan, as
it is a verb, meaning that it is telling people to strive for success. I have added
this in as it gives something for the viewer to think about when they are
viewing the article. It acts as a rhetorical question for the reader giving
them something to ponder when they view the article.
Colour Scheme
I have used a blue, red and white
colour scheme for the advertisement, this is because these colours are the ones
that Deyes high has already decided are the colours that represent the College
@ Deyes. I made sure to use these colours to keep the consistency between the
College building and the advertisement. This consistency helps the viewer
understand that the media products are linked to each other
Graphics
I have added in images and graphics
at the bottom of the page, to make the advertisement look more interesting.
Limited Use of Words
I have tried not to be too wordy,
but ultimately I have added in a quote from one of the students that goes to
the college. I have included this as I needed something to fill out the blank
space on the advertisement. I have made sure that the quotation is not too
large and wordy, as well as have made the font quite small and not too long, as
to make it smaller than the grades that are show on the advertisement which is
the part that some of the parent demographic will be interested in.
Audio Visual Comparison
This is a wide angle establishing shot that I
have used with the Deyes High School Logo in the bottom right corner to
visually convey to the audience that this is a school. The establishing shot
also shows the outside of the school so that the viewer can see the building. I
have added a filter onto the top of the scene so that the school looks more
vibrant and appealing. The logo is wiped away and then the next scene is shown.
This is an over the shoulder shot of
someone on a keyboard shows that the school has good IT systems available to
use. There is speech to reinforce this in the background. This shows the
audience that the school is modern and up to date as it says, “there are over
50 netbooks available to use” as well as “hundreds of computers readily
available” the client brief is meet here because it shows that the school is a
good place to learn. In comparison to other advertisements that have been
created for colleges in the audio visual format this sums up what most of them
have added, as it is quite an easy to create and descriptive shot which gives
the viewer a lot of information. It establishes that the school has several
computers that are available to use, as well as being in good condition, it
shows that the school is capable
I have added a shot of people
working in a group in the conference room, this is to show that the school is a
friendly and cooperative place to work as group work shows that the college is
a good place to work, as well as the students are good at working in groups. I
also like the orange wall in the background as it looks very modern and
interesting. I have tried to make sure that all of the locations that I have
taken film from have good natural lighting, I had to make a few exceptions, but
I think that overall I have gotten some good shots that are well lit. Natural
light is a good thing because it means that people will believe that the school
is well lit and natural.
This is an over the shoulder shot of
someone on a keyboard shows that the school has good IT systems available to
use. There is speech to reinforce this in the background. This shows the
audience that the school is modern and up to date as it says, “there are over
50 netbooks available to use” as well as “hundreds of computers readily
available” the client brief is meet here because it shows that the school is a
good place to learn. In comparison to other advertisements that have been
created for colleges in the audio visual format this sums up what most of them
have added, as it is quite an easy to create and descriptive shot which gives
the viewer a lot of information. It establishes that the school has several
computers that are available to use, as well as being in good condition, it
shows that the school is capable
I have added a shot of people
working in a group in the conference room, this is to show that the school is a
friendly and cooperative place to work as group work shows that the college is
a good place to work, as well as the students are good at working in groups. I
also like the orange wall in the background as it looks very modern and
interesting. I have tried to make sure that all of the locations that I have
taken film from have good natural lighting, I had to make a few exceptions, but
I think that overall I have gotten some good shots that are well lit. Natural
light is a good thing because it means that people will believe that the school
is well lit and natural.
Technical Properties and How They Meet the Client Brief
I have made sure that my
advertisements meet the client brief. There are several words within the client
brief that indicate what the client wanted when they asked me to create the
cross-media campaign for the College @ Deyes. I have made sure that when I was
designing the Bus Stop advert and the Advertisement Video that I created a
connection between the two as well as kept the message consistent.
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