An integrated marketing communications campaign for The One School

• Main Author: Bonzon, Jerico Earl Anton E.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18049
• Institution: De La Salle University

Our education system has undergone massive transformations in order to meet the ever-changing demands of our developing country. However, its growth is unable to accommodate and personalize education for some Filipino’s unique interests. This is what The One School wishes to address. The One School is a non-traditional private college which was established in 2007 by a group of innovative Filipino entrepreneurs and educators who have opted to offer “personalized education” as an alternative option for Filipino students who need more versatile college course. Despite being the first to offer a government-accredited customized undergraduate degree program, having an online presence and expanding their campus capacity, the school finds itself unable to properly reach its market, as it is evident in their small following. Research suggests that this could be due to the school’s fragmented identity and relative obscurity. As such, an Integrated Marketing Communications Campaign is recommended to rebuild The One School as one cohesive brand through an Internal Brand Management Plan and to increase market awareness of its unique proposition – a personalized education – through integrated advertising efforts. The campaign speaks to high school juniors and seniors in the process of deciding on college options which could potentially determine their career paths. These are students aged 15-18 years old, belonging to the socio-economic classes B and C1. Moreover, the target person is Bianca Rodriguez a private high school senior who is passionate about sketching dresses and suits. As an idealist, Bianca wants to believe that the key to success in one’s career is the pursuit of one’s interests. She hopes to make a successful career out of her interest but is unsure of how to get started because no college she knows of offers a course that will help her do so. As such, the campaign appeals to this desire for liberty to do what you love and still be successful that is experience by a number of high school juniors and seniors, like Bianca, to try a non-conventional post-high school education that The One School offers. The objectives of the campaign are 1) to increase target market awareness and 2) to present a synergized identity for The One School. This will be accomplished by communicating that students can find courses that are tailor-made for them and their individual interests in The One School. Built on the consumer cognizance, the target market merely settles for readily available but unfitting courses, the creative executions will inform them of the big idea that if it fits right, then it will work right and it can be found in The One School. Creative executions will be communicated primarily using the internet, mobile as well as an event. All of which will be covered by the allocated budget of Php 1,270,702.52.