An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)

This study and campaign intends to propose an Integrated Marketing Campaign for The American Chamber of Commerce of the Philippines (AmCham). This trade association exists to deliver membership service and support to its members in promoting business and helping them reach their company objectives a...

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Main Author: Santos, Pauline Marie V.
Format: text
Language:English
Published: Animo Repository 2016
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Online Access:https://animorepository.dlsu.edu.ph/etd_masteral/4857
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Institution: De La Salle University
Language: English
id oai:animorepository.dlsu.edu.ph:etd_masteral-11695
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spelling oai:animorepository.dlsu.edu.ph:etd_masteral-116952021-02-08T04:22:40Z An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES) Santos, Pauline Marie V. This study and campaign intends to propose an Integrated Marketing Campaign for The American Chamber of Commerce of the Philippines (AmCham). This trade association exists to deliver membership service and support to its members in promoting business and helping them reach their company objectives and goals. With the rise of other trade associations, greater access to information through online and non-traditional sources as valuable alternatives for promotion AmCham faces severe challenges to keep up with the times. This is in line with its mission of rendering added value and relevance to its members. AmCham needs to innovate on the ways of communicating value and service to its members. This is especially so with the younger and new generation of members that are information and content driven. Given these, an Integrated Marketing Campaign for AmCham is proposed by the researcher to address the problem that the association is facing. This campaign will convey to the target market its goal of increasing engagement and participation in meetings and events using the different communication platforms. The campaign proposed runs for a six-month period, and would focus on the following mediums: email, website, social media and meetings and events marketing. At the end of the proposed campaign, it is expected that AmCham will increase the engagement rate of its members both online and offline by a standard of 10% increase across all communication platforms. 2016-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_masteral/4857 Master's Theses English Animo Repository Communication in marketing Advertising campaigns American Chamber of Commerce of the Philippines
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Communication in marketing
Advertising campaigns
American Chamber of Commerce of the Philippines
spellingShingle Communication in marketing
Advertising campaigns
American Chamber of Commerce of the Philippines
Santos, Pauline Marie V.
An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)
description This study and campaign intends to propose an Integrated Marketing Campaign for The American Chamber of Commerce of the Philippines (AmCham). This trade association exists to deliver membership service and support to its members in promoting business and helping them reach their company objectives and goals. With the rise of other trade associations, greater access to information through online and non-traditional sources as valuable alternatives for promotion AmCham faces severe challenges to keep up with the times. This is in line with its mission of rendering added value and relevance to its members. AmCham needs to innovate on the ways of communicating value and service to its members. This is especially so with the younger and new generation of members that are information and content driven. Given these, an Integrated Marketing Campaign for AmCham is proposed by the researcher to address the problem that the association is facing. This campaign will convey to the target market its goal of increasing engagement and participation in meetings and events using the different communication platforms. The campaign proposed runs for a six-month period, and would focus on the following mediums: email, website, social media and meetings and events marketing. At the end of the proposed campaign, it is expected that AmCham will increase the engagement rate of its members both online and offline by a standard of 10% increase across all communication platforms.
format text
author Santos, Pauline Marie V.
author_facet Santos, Pauline Marie V.
author_sort Santos, Pauline Marie V.
title An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)
title_short An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)
title_full An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)
title_fullStr An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)
title_full_unstemmed An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)
title_sort integrated marketing communications campaign for the american chamber of commerce of the philippines (amcham philippines)
publisher Animo Repository
publishDate 2016
url https://animorepository.dlsu.edu.ph/etd_masteral/4857
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