Campaign; results of first meeting

Rebecca Payne
27/09/09
Campaign; 10 years of Cornwall SCITT.

Planning Campaign.
Things to establish;

1) Target Audience
2) Main message; are we celebrating or advertising?
3) How will we appeal or relate to that target audience?
4) How will we grab their attention?
5) How will be distribute or broadcast the campaign?
6) What materials / equipment will we need?
7) How will we measure the success of the Campaign?

Initial ideas.
After an initial team meeting on 22/ 09/09, we came to the decision that we would aim to produce a Radio Campaign, with additional visual supporting material (brochures, leaflets, posters, etc). Although Amanda and I were both very keen to produce a film, we agreed after discussion that, due to time constraints, it would be much more viable to focus on a radio campaign, utilising our visual ideas to produce associated visual material. We discussed some of thge above points, and came to the following conclusions;
1) 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.
2) We decided that we wanted our Campaign to focuses on being celebratory, using this positive approach to encourage people to consider doing the SCITT, but to make it more focused on celebrating than on advertising it.
3) We decided that our target audience were quite sophisticated, and thereof ore we would need the Campaign to reflect this. We discussed the idea of using humour in the Campaign and how we might approach this.
4) We decided to study other Campaigns in order to figure out which factors made it successful or unsuccessful in grabbing audience attention.
5) We discussed the idea of contacting the various local radio stations and seeing if it would be possible to broadcast our campaign.
6)We chose a radio Campaign so that our costs would be limited, however, we will still need access to recording equipment, tape, and we will need to have our visual promotional materials printed.
7) We thought we could survey the reactions we get from the students if the Campaign is launched in a University. If it was broadcast on the radio this would be harder to survey, but we would play it to a variety of people before broadcasting it in order to survey their reactions.
Plan from here
Action points;
* Ask Linda for; information about the Cornwall SCITT` s 10th Anniversary,
SCITT promotional materials,
figures; how many people have gone into Teaching jobs that have done the SCITT? How many of them are still in Cornwall? How many are now Heads of Department?
* Research a Radio Campaign and visual campaign; why is it successful? See if I can find one focusing on Celebration.
* Listen to the radio and take notes on campaigns / advertising. Critically evaluate them.
*Contact BBC Radio Cornwall or Pirate FM and ask them questions about Radio Campaigns.