- Create a headline for an article about the SCC Advertising Program targeted to local graduating high school students. I am specifically not telling you what to do or the questions that need to be asked. Please provide the following:
a. Provide the headline
“Calling High School Grads: Kickstart Your Creative Career with SCC’s Advertising Program Today!”
b. Provide an overview of the elements missing in the instructions required for this task.
1- Platform
The first element missing in the instructions of the assignment is the platform the article is being written for. Is the article going to be featured on the home page of SCC’s website? Is it being made for a website outside of SCC? Where specifically is this going to be featured? As we know, objective + goals = platform. However, in this case, I am fully assuming that the article is going to be featured somewhere on the SCC website. I am guessing that it is, meaning that my article headline will not be as accurate and effective as it could be because I do not know where it is going to be featured.
2 – Tone/Voice/Style
The instructions simply ask to create the headline for the SCC Advertising Program targeted to local high school graduates. However, nowhere does it say how to write it. Who to write it for. What voice to use. What stone is important, and so on. I am completely assuming how to write it based on what I’ve learnt about making headlines. However, what I created for the headline can completely miss the mark because I do not know what the defining goal is. In addition to this, I do not have enough information about my audience’s demographics and psychographics.
c. Explain the headline you created, why, and any other reasons/justifications you need to provide to me for the headline you created. (6 Marks)
I used and created this headline for several different reasons. Firstly, it directly addresses who my audience is and what the subject matter is. By clearly defining that the program is calling to local high school graduates, they can understand that the article is personalized to them. It feels more personal, much more important, and immediately grabs attention because it concerns them. Without the inclusion of the audience, the headline loses its relationship with the goals and objectives for the headlines. Furthermore, by including Saint Clair College Advertising Program in the headline, local graduates immediately know that “SCC”, stands for “Saint Clair College”. And if they do not, they are sure to be curious to find more information.
Another reason that I used and created this headline is because it is action-oriented. The word “kickstart” is one of the driving words that lured me in when initially looking through the content slides. The power word has such a strong kick to it that it immediately inspired me to use it. The same reason I used it in the headline, is the same reason high school graduates will read more into the article. It is inspiring, motivating, and aspirating. Students will feel empowered to take the next step of learning more about the Advertising program.
Not only does the headline highlight the program, but it greatly highlights its value. It promises students that the program will help them launch their careers. Not only that, but it is clear and concise. The headline wastes no time adding in unnecessary words, it directly explains what the targeted audience will read about. It stays between the recommended character limit of 60-100 and ensures it provides as much curiosity to the audience as possible (94 characters).
Lastly, the headline creates a sense of urgency in the targeted audience. The inclusion of the word “today”, entices graduates to join immediately. It makes them feel like they will miss out on a great opportunity if they don’t take the time to read more and follow through with enrollment. Using this word was necessary to make students act. Causing them to engage in the contents and the program offerings.
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