LO1: P1 - My Client Brief

Client Brief

College @ Deyes 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.

It Would need to include the 2017 year 13 results in the campaign, as well as include some references to the new building

It must make references to the overall student experience offered at Deyes College.

LO2: P1 - Intepreting My Client Breif

Interpretations

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.

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.

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 12^th 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.