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.

LO2: P3, M2, D1, P3 - Bus Stop Advert Sketch and Annotations

Advertisement sketches and annotations from bailey wilkinson

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”

College @ Deyes Print Advertisement

College @ Deyes Print Advertisement

College @ Deyes Advertisement Video

College @ Deyes Advertisment


https://youtu.be/yLHgQPqHE9Q

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.

 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.

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.

 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 

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

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.

 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.

Firstly, I have added in an image of the school at the top of the media product. I have added an image of the front of the College @ Deyes which will mean that people who view the product will be able to create a mental image of what the College will look like without having to visit the College itself. I have also added a filter over the top of the image that makes it more abstract and look more interesting whilst not ruining the look of the college building. I think it makes the building look more modern as most modern images, logos and graphics have opted to choose a simple and poly image as it creates a clean and vibrant viewing experience.

Secondly I have an image of two students working at a desk which shows the people viewing the advertisement that the college is a place of hard work. I have also added the poly filter onto the top of the image, as it makes the people in the images seem obscured and abstract, which in turn makes it seem more modern. I have also added a blue glow on the inside to fit in with the colour scheme.

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.

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.