An integrated marketing communications campaign for Midtown Printing Co., Inc. Toril, Davao City

• Main Author: Queddeng, Joanna Paula S.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Printing industry > Philippines > Davao City
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4849
• Institution: De La Salle University

Events happen every day. Memories are shared every moment. People come and go. College goes by so fast. A lot can change in a year and students still choose to make it count. Yearbooks have been one of the most iconic ways of preserving memories, especially after graduating from high school or college. Yearbook production belongs to the printing industry that has experienced growth both at the national and regional levels. This is according to official national statistics, and validated by key players of the industry. Over the past 10 years, total printing output increased from only P21.676 billion in 2005 to P35.603 billion in 2014, which translates to a 10-year growth rate of 64.25% (See Table 11). The steady growth of the industry and Midtown Printing Co., Inc. (MCPI) makes it a good investment for the company to continue with its operations and constantly improve on quality products and services to meet the needs and demands of the changing market. To take advantage of the opportunities for MPCI, a campaign will be launched to address its weaknesses in terms of messaging and securing quality clients in the National Capital Region. The total creative concept that will unify the campaign and distinguish it from others will be Challenging standards and inspiring yearbook excellence. Considering the target market, the campaign will make use of below-the-line strategies like partnerships and events, digital promotions, and public relations. Majority of campaign efforts will focus on sales promotions, personal selling, and sustaining new and existing relationships.