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: “Registering for college? Saint Clair’s 3-year Ad Program guarantees you a successful career, join us today!”

b) Provide an overview of the elements missing in the instructions required for this task.

The objective: The specific objective for creating the headline is not clearly stated in the instructions. What are we being told specifically to achieve and why are we trying to achieve it? This is important information to know as it could mean we are targeting high school students in order to get them to register for the program or something else entirely such as generating interest.

Deadline: We were not given an express deadline for the completion of the headline which is something we need to know for development time.

AI use: It did not mention if we could use AI but the instructions at the beginning of the document specify that we cannot use AI for part B which is why I wrote the headline on my own inspired by the elements of creating good headlines. I took a look at the prompts I created for chat GPT earlier in order to help me create a great headline that was relevant to my audience.

Content: I am not told exactly what the content of the article is besides it generally being about the SCC advertising program. If I know the context of the content, I could craft a more relevant headline that is more effective. When people read headlines, they get a promise that tells them exactly what they can expect from the article which is difficult to do with these current instructions.

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 created my headline in order to make the advertising program at SCC more attractive in the eyes of graduating high school to inspire them to register for the program.

CTA: The headline I created has a clear call to action that shows that it wants high school students to register for the program. It uses a positive tone that can draw people in and help them come to a decision. Without a call to action, we would not be able to direct our readers to specific tasks or objectives.

Question: The beginning of the headline asks a question to determine if the readers are graduating, which when people are scanning will immediately be drawn to the word especially if it applies to their situation. The use of a question directly affects readers as they apply it to themselves, which I know is done as I do this as well.

Relevant content: The contentremains relevant to graduating high school as many will be pursuing further education making this headline information that can prove valuable to them. If the headline did not contain relevant knowledge this headline would suffer to fall into obscurity as it would be bland and generic.

4u’s: My headline uses the 4u’s to generate emotion and focus on the urgency of the situation which can prove extremely useful for readers. Without the 4u’s implementation, my headline would not be very important or matter to readers as it would be bland and generic

Number use: The headline also utilizes numbers to increase reader retention which could help them remember the headline easier compared to others. I know from personal experience and our class discussions that numbers prove to be effective when placed next to text for increased readability and uniqueness. The specific number used is the number of years it takes to complete the program, which is extremely important for readers to know and could help incentivize them to do further research.