Year2 Assignment3: The Open University

Open University

Reason for being in my shortlist

I have been in the target audience for this brief having applied for a higher course 2 years ago and currently applying to do a top up course. so I feel as if I have something good knowledge of the kind of thing that they would want. I also think it is quite a hard brief because the product has to be trendy and not fall into clichés while delivering a message. the guarantee of the winning product being used in real life is a big pull towards this project as well.

The Brief

Opening line:

Persuade 16 to 18 year olds to study for

a degree with The Open University.

Brief text:

The Open University is perfectly placed to help students who either do not get into a campus university, or who choose not to go. Our flexible learning methods mean they can fit study around work, family and friends and our academic reputation is enviable.

Our greatest challenge is that young students don’t know about the OU. Because we’re part time study specialists, we don’t appear on UCAS and school advisors will often focus only on full-time study options.

Create a marketing campaign to raise awareness of the Open University among young people aged 16 to 18. Your idea should include a compelling message, creative concept and media suggestions. You are free to choose any medium or combination of media that you wish.

My Thoughts:

This is a very open brief. I think the key to success with this project is going to be choosing the right target audience and message. while it has an age range there are many different social groups within this age range all who respond to different styles. maybe the project could target multiple small social groups with a campaign who's style changes to suit the audience.

there is a section in the brief that talks about how there are no entry requirements to study a open uni course I think this is quite a key point when considering target audiences.

Key words within the brief: (orders as they appear in the brief)

growing pressure on university places

fit study around work, family and friends

part time study specialists

awareness

compelling message

creative

satisfaction

flexible distance learning

Examples of possible directions:

This video both highlights a advertising campaign and works as an advert. I think with the modern young media savy audience to properly engage with them you would have to create some form of clever advertising.

This advert takes a simple idea and displays it in a innovative way.

I think the key thing with this campaign is to create something which people will want to watch again or talk about with there friends. creating a series of adverts would allow me to do this well as it would not become boring quickly.

teens these days are used to things happening at a very fast pace due to the internet. so the advert should have a quick turn around into product or have lasting value.