An integrated marketing communications campaign for PMAP-AIHRM

• Main Author: Anapen, Hoxton Rhey D.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Personnel management
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4854
• Institution: De La Salle University

Asian Institute of Human Resource Management (AIHRM) is the training arm of People Management Association of the Philippines (PMAP), which is an innovator in providing practical and relevant HR and people management learning programs. AIHRM programs rest in theory, research and real-life practices and strategies. Its pool of facilitators is composed of former and current seasoned HR thought leaders/Executives. Lastly, AIHRM investment costs are competitively priced and event offers free learning sessions from time-to-time. However, with PMAP's strong value proposition and level of awareness to the target market of this campaign, this study aims to achieve the same level of awareness for AIHRM by first capitalizing on the strengths of PMAP and subsequently through developing an IMC campaign geared towards a more thorough branding for AIHRM, and more integrated strategies through the use of digital, social media and offline activations. This will be the first IMC campaign for the brand. The campaign message of the IMC campaign is, Leading through Innovations, which will be implemented in all of the IMC strategies. Further, the campaign will be mainly measured through the actual increase in the registration on AIHRM learning programs and secondly through digital and social media engagements.