Devon Badham
Context
Mind Mapping Concepts
Final Concept
Pros and Cons of Surf School Advert
Pros
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Its my sisters company making it easy to organise filming.
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Company has most equipment needed for filming.
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Advertising is the area I'm most interested in.
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I'm close to beaches so getting to filming location is easy.
Cons
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The weather isn't currently great for filming outdoors.
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My sister is busy and might not be able to film.
Project Proposal
Project plan
Project Pitch
The Brand
The owners, Taylor and Jack both grew up as surf bums in a small surf town in Wales UK. After years of teaching outdoor activities such as surfing, coasteering and paddle boarding they decided to open their own activity centre and clothing brand - Barefoot Boardriders.
Taylor and Jack continue to live a life on the water, educating locals and the tourists about water safety, teaching surfing, coasteering, first aid and also spreading awareness about pollution and its impacts on our world, through monthly community beach cleans.
Aims and Objectives
Aim
Get people interested in the surf school.
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Objective
- Create fun 60s surf rock inspired advert.
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Include establishing shots of Pembrokeshire.
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Mention the 5 stars on google reviews.
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Aim
Showcase the skills of the instrctors.
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Objective
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Exhibit shots of instructors surfing and teaching.
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Show a student's skills improving after help from an
instructor.
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Aim
Highlight the excitement of surfing.
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Objective
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Capture the joy of students and instructors with expressions
of happiness such as smiles.
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Use camera movements to create dynamic, adrenaline
inducing visuals of people surfing.
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Include energetic music and voiceovers to capture the thrill
of the experience.​
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Aim
Promote the unique attributes of the school.
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Objective
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Focus on the small class sizes with multiple instructors,
giving personalised attention to all students.
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Show off the access to prime surf spots.
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Display the companies equiptment made for the students
use.
Testing fonts lol
Testing fonts lol
Target Audience
Main Target Audience
Tourists - Families from cities with less access to beaches and outdoor activities that are looking for adventure. The target age range is 18-60 years old.
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Off Season
Locals aged 8-18, looking to accquire new skills and community.
Reasons for Creating a Social Media Advert
Social media platforms boast billions of active users worldwide, providing an unprecedented opportunity to reach a massive audience. Regardless of the size or niche of your business, your potential customers are positively active on these platforms, making it an ideal place to advertise. One of the most compelling reasons to use social media advertising is its powerful targeting capabilities. Platforms like Facebook, Instagram, and LinkedIn allow you to target users based on demographics, interests, behaviors, and even connections. This means your ads can be shown to those most likely to be interested in your products or services, increasing the efficiency of your marketing spend.
Purpose of Advert
This advert aims to attract customers and highlight the what Barefoot Boardriders has to offer. Im intending to present the school as a unique experience with a more captivating experience than other schools have to offer with a unique advert. Rather than solely informing the audience of the schools qualities I'll be creating an entertaining advert that transports them to a world of exhilaration that can only be provided by Barefoot Boardriders.
Codes and Conventions
of Social Media Surf School Ads
A social media advert for a surf school should follow certain guidelines to attract the most customers and create the right image for the brand.
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Some of these guidelines are:
Visuals
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Inspirational Imagery: High-quality, captivating photos or videos of people surfing, can immediately grab attention. Highlighting the beauty of the sport and the teaching environment is crucial.
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Action Shots: Shots showing instructors and students actively teaching helps convey the experience that potential customers can expect.
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Diversity: Including surfers of various ages, genders, and skill levels can make the school appear welcoming to all.
Messaging
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Experience: Focus on the surfing experience rather than just the gear. Emphasise the joy, thrill, and lifestyle surfing offers.
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Instructor Quality: Highlight the qualifications of your instructors.
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Testimonials and Success Stories: Sharing testimonials or success stories from past students can build trust and credibility.
Unique Selling Proposition
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Location Benefits: If the school is in a location known for great waves or beautiful scenery, highlight the environment. Mention any unique aspects of your local surfing spots.
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Special Offers: Mention any special deals, family packages, group discounts, or off-season offers to attract interest.
Call to Action
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Clear and Direct: Encourage the viewer to take the next step with a strong CTA, such as 'Book Your First Lesson Now'.
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Easy Contact: Provide easy ways to contact you or book a lesson, including phone numbers, email, or a link to your website.
Targeting and Personalisation
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Audience Targeting: YouTube allows for detailed targeting based on demographics, interests, search history, and viewing behaviour, enabling ads to be highly personalised.
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Relevance: The content of the ad should be relevant to the target audience's interests and needs, increasing the likelihood of engagement.
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Social Media: Utilise platforms like Instagram and Facebook to share the advertisement and get the most reach from the target audience.
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Website: Ensure the company website is visually appealing, easy to navigate, and mobile-friendly. It should clearly display essential information like pricing, schedules, and contact details.
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Interactive Features: Utilizing YouTube’s interactive ad features, like end screens and call-to-action overlays, can drive direct action from the viewers.
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Ad Length: Skippable ads can be of any length, but it's generally recommended to keep them under 2 minutes. Bumper ads are limited to 6 seconds.
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Frequency Capping: Limiting the number of times the same viewer sees an ad to avoid ad fatigue and negative brand perception.
Branding
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Hook: The first 5 seconds are crucial to prevent viewers from skipping the ad. Start with a compelling hook that grabs attention.
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Storytelling: Effective storytelling can engage viewers and keep them watching longer. A clear, concise message that resonates with the target audience is key.
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Brand Presence: Incorporating recognisable branding elements early (within the first 5 seconds) to ensure viewers remember the brand, even if they skip the ad.
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Consistent Visual Style: Use consistent colours, fonts, and logos across all advertising materials to build brand recognition.
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Tone and Voice: The language and tone of your adverts should reflect the friendly, adventurous, and inclusive nature of the surfing community.
Title: Beach Break
Duration: 01:30
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Treatment
Outline
The theme of the ad is 60s surf rock, to give it some personal style and captivate the audience more than a typical surf school advert might. The story will be told through the eyes of a random beach goer, distracted by the appearance of a beach party taking place. There will be some transition from the current day to the 60s, to add a sense of fun and magic to the ad. The services provided by the business will be shown through the random beach goers perspective, as they join the beach party and admire the activities taking place. It’ll end with the beach goer wiping out and when they come back up, they’re back in the present day. This concept is a great way to inform the audience while keeping their full attention and highlighting that the business is all about enjoyment. Hopefully by highlighting the beauty of Pembrokeshire’s beaches, the advert will attract locals and tourists alike to the fun that is waiting to be had with Barefoot Boardriders. 
Resources
This project will require:
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The two business owners and a few other actors.
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Canon Camera (From College)
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GoPro (From College)
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Business Van (Barefoot Boardriders)
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Beachballs (Amazon)
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Whiteboards (Amazon)
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Surfboards (Barefoot Boardriders)
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Wetsuits (Barefoot Boardriders)
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Tripod (Mine)
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Locations
The surf schools lessons take place at Newgale Beach and is the location I'll be using for my filming.
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Visual
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Surfing
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Fun on Beach
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60's Surf Rock Style
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Audio
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Surf Rock Music
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Sound Effects
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Rationale
I’ll be creating an advert for a surf school, Barefoot Boardriders. The advert will be intended for social media platforms to help promote the business. I’ve always been interested in business and marketing, which led me to choose creating an advertisement for my final major project. There’s an abundance of principles and techniques to be researched and applied which beneficially, I already possess a base knowledge of, having done an advert in the past. Furthermore, I’m not personally the greatest surfer, but I’ve grown up enjoying it anyway and being surrounded by friends and family that are excellent surfers. Considering these facts, I believe creating an advert will give me the best chance of creating a high-quality project driven by passion.