Getting to know yo: A proposed marketing plan for YOCard

• Main Authors: Banguias, Mary Grace Anne L., Banguis, Mary Grace Anne L., Bautista, Jezelle S., Go, Marjorie C., Kuan, Sherwin Spencer Y.
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Marketing > Planning; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17675
• Institution: De La Salle University

First Innovi Corporation is the pioneering company in postcard advertising in the Philippines. It handles YOCard, which only started its operations last November 2006. It falls under the non-traditional media, also called below-the-line medium. YOCard are postcards which consumers can pick up for free from its standees in different reputable establishments like bars, restaurants, bookstores and cafés located in more than 100 location partners around Metro Manila. Since YOCard is new in the advertising industry, the objectives of this marketing plan are to build brand awareness, to increase its sales and distribution. To reach a more segmented market, the group will be targeting young adults as the consumer and Large-scale firms as the target advertisers. This marketing plan will revolve on the Big Idea Getting to know YO for one whole year. It will focus on different marketing strategies and programs. There will be campaigns for the advertisers and consumers. For the advertisers, there will be a direct-mail advertising program and a sales promotion program that will help YOCard increase its sales. The public relations program will cater to both advertisers and consumers which is a graphic designing contest. For the consumers, the proposed advertising program will be redesigning YOCard's primary postcard and creating their own BLOGSPOT. The sales promotion program is a postcard hunt contest that will be organized by the company.