D2
The client brief stated that I had to ‘create a new
cross-media advertising campaign’ which means I had to ensure I created two
advertisements on two different platforms of media. First of all, I created a
print advertisement which is a traditional advertising method. This poster
advert is aimed to be distributed across public areas such on bus stops. The
audio advert that I have created is expected to be distributed to local radio
stations and on music streaming services. I chose this platform because I carried
out some research which showed me that 87% of younger people listen to music
through online streaming sites instead of listening on more traditional methods
such as the radio.
The brief included a purpose to be cross-media so enforce
this idea I included the website names and social media names which link to the
official College@Deyes sites. I included the College@Deyes Twitter with the
Twitter logo included so that the audience recognise it better and so that the
poster looks more professional as it is using well known websites to promote
the college.
The next thing that
the client has specified is that the campaign I create must aim to recruit “the
best GCSE students”. To do this I included some of the best statistics from
Deyes including the top exam grades they have received. For example, I had a
student from Deyes say “with 54% of students achieving A*-B results across all
subjects”. This instantly increases the reputation of Deyes and gives the
listener some belief that they can get these high grades. This also covers the
brief as it is stated by Deyes that they want me to include 2017’s results in
the campaign. Another feature the campaign must include is a reference to the
“new buildings” that have been built recently at Deyes and also the “overall
student experience” must be mentioned. To ensure I cover this, I mentioned them
both across my campaign in different ways. For example, I included an image of
the new buildings on my print poster advert and also included some student’s
voices expressing their Deyes experience in my audio advert. These images allow
the audience to get an idea of the quality of the facilities and how modern and
impressive the College@Deyes buildings look. The students in my audio advert
appear to have an enthusiastic tone of voice in order to try and influence the
listener to really believe the positives about the school.
Poster:
The College@Deyes advert poster I created includes an image
of the new college building because in the brief it states that an image of the
new Deyes buildings must be included. The new buildings can be used as an USP
as it represents the school in a positive way as it shows that they are
improving their facilities. The image is a long shot image so the majority of
the building will be in the shot.
There is a certain house style on my poster and I have based
this on the colours of the Deyes High logo. I am using the colours red, white
and blue so it represents Deyes more and appears more familiar to the audience.
There is also a slogan on the front cover which is motivational. The client brief
suggested I needed to include a slogan, therefore I came up with one saying ‘shape
your future’ regarding to Deyes offering students the chance to sort their
futures out at the college. This will be in bold text so it will stand out and the
slogan will be hopefully recognised to belong to Deyes. As well as this, the
brief said there should be bright colours to attract the attention of the
audience. This is done in the house style as the colours red and blue stand out
well with the colour white. There are also additional features such as borders
to make the poster look more aesthetically pleasing and tidy. I have ensured
that the brochure is targeted at students who are unsure about their future,
but it is also relevant to parents who are concerned about their child’s future.
Lastly the poster includes an image of the school logo to
make the school look professional which also meets with the client requirements
stated in the brief. Contact information such as the Deyes twitter name and a
web address is also included at the bottom of the poster so that the audience
can find out more information about College@Deyes. On these links there is lots
more information for students or parents to find out. This is a lot more
effective than squashing a lot of text onto the poster as the audience may not
want to read it all.
Radio
The radio advert is around 1-minute-long which is good
because in the brief it said the advert must be over 45 seconds at least. The
advert includes a few Deyes students sharing their Deyes experience and what
Deyes have to offer. The advert also talks about the grades and the new
building. This was important to include as this must be included as part of the
brief. The radio advert also includes links to the website and Deyes social media
accounts just like the poster I created. The radio’s music background is at a
calm and relaxing level and it goes well with the voice over.
I have complied with ethical and legal requirements
throughout the production of both print and audio projects. I made sure that
the audio advertisement was to have both a male and female student voice. This
suggests that the school is open to both male and females, so the advert would
not ostracise any potential students through a lack of representation. These
students will need to fill out a consent form which states exactly what the use
of the advert is for and where it will be published. The print advert does not
contain people like the radio advert does therefore there were far fewer
ethical issues to worry about. I also
followed the libel law so I ensured I didn’t publish any false facts about the
school to make it sound better.
For the print advertisement, we had to ensure that that the
poster met the standards set by the ASA so that it would be fit to be
distributed to the public to attach to bus stops and around public transport.
Therefore, I made sure that there was nothing inappropriate or misleading
within them. I also had to request permission from Deyes High School to use
their images in the print poster and therefore I had to get the school to sign
a consent form. This allows the images of their buildings and logo to be used
freely from the Copyright, Designs and Patents Act within the production of my
poster advert and is now allowed to be published to the public.
