Unit 6: Media Campaigns

Activity 1 – Audience Research

The target audience for my promotional media campaign are girls and boys aged 14-16 who attend Bishop
Challoner school in year 10 and year 11. These pupils are about to select their KS5 options for a levels and
BTEC and so the media department are hosting a series of nights where they will show students work, have
speakers coming in to talk to pupils about the media industry, and have lots of media production activities
such as photography and film editing. My secondary audience will be pupils at other schools in the borough
who might think about coming to Bishop to study media.

Bishop Challoner is in the borough of Tower Hamlets which is a highly multi-cultural area and so I will create
a campaign that will appeal to all pupils at the school. With this generation of young people social media is a
massive part of their everyday lives as in a recent survey carried out by the borough of Tower Hamlets
council, 58% of school pupils said that they have their own mobile phone, with 80% of secondary school
pupils saying they own a mobile phone. Only 13% of pupils said they didn’t have any access to social media
at all. Lastly it is also stated that 97% of 18-34 year olds in the borough have Internet access, which shows
how social media have taking over people’s lives clearly shown in the Tower Hamlets borough.

The target audience will be in the C2DE socio-economic group because over 50% of children in the borough
live in these households and receive housing benefit. However, young people in the borough are
aspirational with GCSE exam results going up every year. With only 6% who said they did not want to go to
university. This shows that the younger people have ambition, different aspirations and all want to achieve,
therefore their needs to be different opportunities out there for the youths.

Being knowledgeable is important to a huge 80% of 16-24s who were surveyed; this is good as it shows
being educated is very important to the youths of today, so in the campaign I will make sure that I focus on
the achievements of media students in my campaign. 52% have shared articles/their opinions on social
media to show their backing to a social issue/cause this shows that youths want to be aware of what is
happening round them, this links to my campaign has I will focus the advertising on appealing to girls
though promoting the issues affecting them.

I surveyed 20 people in my target audience to learn about their media habits in a bid to try to find out the
best way to target them in my campaign.

In the survey that was carried out I found that:

The most used social media site is Instagram, people would like the information to be passed out though
flyers, people mostly use their phone for their social media accounts and most people use YouTube for
watching film trailers.
From this question I have learnt that
Snapchat and Instagram are the most
used. I will be using both to market
part of my campaign as social media
is a key part of most teenager’s lives.

More than 70% said they don’t

read the local newspaper, I have
learnt not to post an
advertisement there as not many
people will see it.

This helps me understand

where to market my campaign
as social media is a big hit with
teenagers, more than 58%
spend up to 3 hours and 37%
spend a whopping 5 hours +.

I needed to find out people

retweeted and the most
common was memes, so
maybe I should create a
meme.
I also needed to find out if people
retweet and 65% said they do and
only 8% said they don’t. I will
encourage people to retweet my
posts to gain followers.

The preferred source of advertisement

was a flyer with 50% of people picked,
so I now know how people would like
there information given and set out.

It is very clear to see that everyone

that completed the survey use their
phone to view social media.
Activity 2 – Responding to the Commission

I met with the media studies department to find out the purpose of this media campaign. I found out that the
department are worried about declining numbers of pupils who are taking media studies at A level and BTEC
L3. Around 40% of Year 9 pupils select Media at an option subject, but very few are sticking with the subject
later on, with lots deciding to go to other colleges to study other subjects. The department talked about the
bad press that media gets and the fact that pupils are encouraged to pick subjects that will get them into
Russell group universities. This is something that is talked about a lot in the media.

The department want to raise the profile of media studies in the school and encourage all students to take
media as a 6th form subject. They are putting on a series of shows during February and March and the one I am
going to promote is to show off the work that 6th form students have been completing. I will have to create a
promotional campaign to make sure that people attend the workshops and showcase.

The department is a really positive department with 3 teachers who have all worked at the school for at least
8 years. The departments wants to show that media is an important subject especially as we live in London
and the creative industries are the biggest employers. The department also has excellent A level and BTEC
results which it wants to focus on, as well as the amazing skills and artistic work that the students create.

The message of the campaign will be to encourage pupils to attend the showcase so that they can see media
studies in a different way. They will be able to take part in activities, speak to industry professionals, and see
short films and music videos that are made by the students. The campaign will also encourage pupils to share
their media work and discuss media.

The target audience are the school children and so this means I can use the school to put up posters which will
be eye-catching. I can also go to year leader assemblies to promote the showcase and hand out flyers to the
pupils. Young people are on social media so I will use this to target them. I will have to think carefully about
when I post my social media though because pupils are not allowed to look at their phones in school time. I
need to find out when they access social media the most.
Activity 3 – Proposal

DATE PLATFORM ACTIVITIES

09.03.18 Print poster 1. I will place A3 copies of my poster around the school
Twitter 2. I will ask teachers to take a copy of the poster after
Intagram briefing so they can put it up on their tutor boards and
promote it to the students
3. At 9pm I will launch the campaign on Twitter and
Instagram simultaneously by posting the social media
poster and including the hashtag #medialifegoals. I will
also invite pupils to share their own media work on the
hashtag and to share my poster. I will also ask the
school Twitter accounts to share my poster on their
feed.
10.03.18 Twitter 1. At 10am I will post a colour copy of the poster again
Instagram to reinforce the original message.
2. Will retweet and regram any media work images
that students are sharing.
3. I will post images of work completed by students
throughout the day
4. I will post links to students music videos throughout
the day.
11.03.18 Twitter 1. I will continue to retweet and regram any work
Instagram placed on the #medialifegoals hastag.
12.03.18 Flyers 1. Go to Year 11 assembly and tell them about the
event and hand out flyers. Encourage them to retweet
their own work and follow the account.
2. Repost the poster on Twitter and Instagram
13.03.18 Twitter 1. Will retweet and regram any media work images
Instagram that students are sharing.
2. I will post images of work completed by students
throughout the evening
3. I will post links to students music videos throughout
the evening.
4. Include tweeting about one of the industry speakers
with a link to their webpage. Ask the school account to
retweet.
14.03.18 Flyers 1. Go to Year 10 assembly and tell them about the
event and hand out flyers. Encourage them to tweet
their own work and follow the account.
15.03.18 Twitter 1. Will retweet and regram any media work images
Instagram that students are sharing between 7-9pm.
2. I will post images of work completed by students
throughout the evening
3. I will post links to students music videos throughout
the evening.
4. Include tweeting about one of the industry speakers
with a link to their webpage. Ask the school account to
retweet.
16.03.18 Twitter 1. Will retweet and regram any media work images
Instagram that students are sharing between 7-9pm.
 2. I will post images of work completed by students
throughout the evening
3. I will post links to students music videos throughout
the evening.
4. Include tweeting about one of the industry speakers
with a link to their webpage. Ask the school account to
retweet.
17.03.18 – Twitter 1. Continue to post about media, including most recent
18.03.18 Instagram examination results. Retweet and regram pupil work.
Post about activities that will be taking place at the
event.
19.03.18 EVENT DAY! 1. Repost the poster on Twitter and Instagram
2. Tweet about the event including links to guest
speakers.
Activity 4 – Justification of Proposal

■ What platforms will you use to promote your film premiere and the website launch?
■ Why have you selected these platforms?
■ What is your film called?
■ What will be your film’s slogan?
■ What will be the company’s slogan?
■ How will you use each of the platforms you have identified?
■ What examples of cross-media promotion will there be?

I have selected these platforms because it means that my campaign is cross-media. The posters is a good idea
because it directly targets pupils in the school as they are walking around the buildings. The flyers are also a
good idea because pupils can put these inside their planners and look at them in the evening when they use
their planners to check their homework. Using social media is also vital because most young people use
Instagram and Twitter. I researched when pupils will most likely use their phones during the week and it is
when they have finished their homework, usually around 8pm.

I will make sure that the logo is clearly visible across all my platforms and that the link to #medialifegoals is
clearly shown to encourage pupils to share their own media work.
■