World class education made affordable: An integrated marketing communications campaign proposal for APEC Schools

• Main Author: Nato, Eva Fe Pabilonia
• Format: text
• Language: English
• Published: Animo Repository 2016
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4846; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/11684/filename/1/type/additional/viewcontent/CDTG005980_F.pdf
• Institution: De La Salle University

Prior to 2011, the Philippines is the only country in Asia, and one of only 3 countries worldwide alongside Angola and Djibouti with a 10-year pre-university level. Kindergarten was not compulsory. Under the Aquino Administration, several changes to the education system took place. Kindergarten became mandatory beginning 2011-2012. Another law was signed in 2013 which adds two more years in the basic education of students (Grades 11 and 12 or the Senior High School) starting School Year 2016-2017. APEC Schools is a joint venture between Ayala Corporation and UK-based learning provider Pearson. Together with thousands of educational institutions in the country, APEC Schools will offer the Senior High program when the new school year opens in June 2016. With approximately 1.7 million Grade 11 enrollees nationwide, APEC Schools challenge is how to effectively differentiate itself from its more established competitors given its low brand recognition among its target market and how to successfully convert them into enrollees. This Integrated Marketing Communications Campaign aims to address these challenges by (a) generating awareness among APEC Schools primary target market of Grade 10 private school students belonging to broad C and D households about its key value propositions and how these translate into benefits for the target audience, (b) reinforcing its credibility, and (c) engaging key influencers consist of principals and guidance counselors from feeder schools. The year-long campaign starting June 2016 to June 2017 will make use of multiple advertising tools which include ATL, BTL, digital, saturation collaterals, and direct marketing.