5.2 'Be able to prepare a Campaign'

Campaign

5.2 Be able to prepare a campaign
Message or idea; To celebrate and promote 10 years of Cornwall SCITT
Target audience; The Target audience will be anyone who the SCITT might appeal to, or who might consider doing the Course in the future, for example, University students, mothers, Graduates and members of the general public. We discussed the possibility of focusing on University students, perhaps using a University as a focal site for our Campaign.
Findings from our research; After comparing our campaign investigations as a group, we came to the conclusion that radio would be a very effective method to use. We decided that TV would be too expensive and would need to be broadcast nationally, whereas radio can be localised, will reach a wide range of different people and has the power of reaching people when they` re in the shower, driving to work or cooking their tea. We decided that radio would be the best way to utilise the resources that we already have, as we can make it quite cost effectively, and can link it to the exisiting website. We also felt that we would need to produce some printed materials which would support the radio campaign. This would be used as a CD cover when we first sent the CD out, but could also be used as a seperate promotional material.
How we will persuade our target audience to take notice of our campaign and it` s message; By using the medium of radio we can use the power of subliminal advertising to our advantage. We will need to make the intro of the campaign very attention grabbing so that people with the radio on in the background will stop and listen to it. We will also need to make the printed materials eye catching and brightly coloured. We will try to promote a modern, fun image of Cornwall SCITT to make it appealing to our target audience.
Distribution and broadcasting of the campaign; We will trial run the campaign on Source FM, utilising our contacts. We will also send the campaign to university radio stations including UCF. We will approach Pirate FM, BBC Radio Cornwall and Atlantic FM. We will distribute our printed campaign materials in Universities and job centres.
Materials and equipment we will need;
To produce the printed materials; camera, blackboard, chalk, tripod, easel, actors, good location, costumes, printing costs (get quote from Genesis Euro Print)
To produce the radio campaign; dictaphone, computer, music/audio editing programme, script.
How we will measure the success of our campaign; When we have produced the campaign materials we will need to distribute them. As we are using the mediums of radio and print, the success will be difficult to measure. We will gather initial feedback from professionals and colleagues before distributing the campaign. When the campaign has been launched we will measure the success by monitoring the number of hits on the Cornwall SCITT website and seeing how much this has increased.