An integrated marketing communications campaign on Green Valley College Foundation, Inc

• Main Author: Sanchez, Lysa J.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: College publicity > Philippines > South Cotabato; Universities and colleges > Philippines > South Cotabato; Green Valley College Foundation; Inc
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4781
• Institution: De La Salle University

Every child has the right to education however, it is an ugly truth that only some has the privilege to enjoy this right. Education has always been viewed as a major investment towards a bright and better future. The hard earned income of a destitute family is stretched a long way to make both ends meet. It is but a usual scenario for underprivileged fresh high school graduates to look for a job to help their family, rather than finish a bachelors degree or a vocational course. It is a challenge, though, for the entire education sector to persuade the target and the secondary market in thinking that earning a degree is one step ahead of poverty, word quality can likewise be equated to affordable. The evolution of Green Valley College Foundation, Inc. (GVCFI) has focused its goal to address this concern and even envisioned to go beyond it. GVCFI is currently being perceived as a School of the Poor as claimed by the current and past students who belong to the lower CDE rural market and by the price of their tuition fee which is the lowest in the South Cotabato area. This brings a sense of low self confidence to the students that regardless if they earn a college degree they still wont be able to be ahead in life since they come from the province and in school that is not well-known and well-connected. As a results of this current perception amongst the students and the community, GVCFI decided to create an Integrated Marketing Communications (IMC) campaign to uplift the image of the school as an institution that is always ahead in its achievements and milestone therefore providing the students a boost in their self-esteem and morale that with GVCFI as their school, they are always ahead of the competition. The IMC campaign will make use of Radio, TV, Out of Home Ads, Print, Internet, Events Marketing and Mobile mediums and will have a total budget of P255,200.00.