An integrated marketing communications campaign for Children's Hour

• Main Authors: Cabatuando, Frances Jane L., King, Richenna Kristine R., Senas, Macrin Ann C., Tolentino, Justinne M.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/13998
• Institution: De La Salle University

In the Philippines, a non-profit organization named Children's Hour exists to make children happy by asking at least an hour's worth of salary from working individuals. As simple as it is, people are still confused as to what Children's Hour really does. With low engagement, collections are seen to be declining. Based on the UAI survey conducted, there is high brand recognition for Children's Hour but it does not lead to actual donations. This is due to the wrong notion about the organization. Some think that Children's Hour is a TV show, a daycare center or a closer yet vague answer, an organization for children. They fail to recognize what Children's Hour's thrusts are, making it not the top-of-mind organization when people think of donating for children's welfare. The presence of aggressive competitors like Bantay Bata 163, World Vision, UNICEF, etcetera, makes it even harder for Children's Hour to be noticed by donors. The campaign aims to give Children's Hour an identity. Its objectives are: to obtain Php3,000,000 worth of collections from individual donors during the 6-month campaign, to establish the brand as the top-of-mind non-profit organization for the welfare of marginalized Filipino children, and to change the wrong notion of the public about it. This campaign will be highly below-the-line, utilizing on-ground activations and digital means. The target market for the campaign includes male and female working professionals, ages 34 to 42 belonging to the socio-economic class AB and C1. They are people who are capable and willing to donate. Moreover, this group can be further divided into two segments, depending on their motivations for donating. This campaign aims to create a buzz so to spark the curiosity of individuals towards Children's Hour. The viral content will begin with a teaser video to be released online and in malls, followed by an interactive on-ground activation. This activation will make use of motion sensor and touchscreen technologies. These have long been available in the Philippines but are still fresh to Filipinos. While the on-ground activation is happening, an online version of the game will be made available. Through these platforms, the target market will be introduced to Children's Hour and will be encouraged to donate.