An integrated marketing communications campaign for The Endowment Fund of Jaime Hilario Integrated School La Salle

• Main Author: Leano, David Johnn M.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4881
• Institution: De La Salle University

The increase of population in the Philippines also corresponds to the increase of enrollment rate of education in the country. We Filipinos value education as much as we value life. In our country, the government acknowledges that education is indeed the best way out of poverty. (Yuzon, 2012)19 But seeing reality as it is, education is expensive and not everybody has the chance to obtain one. Jaime Hilario Integrated School La Salle located in Bagac Bataan, sees to it that with very minimal costs of tuition fees, one can obtain excellent Lasallian education despite the realities of poverty. The proposed P 532,255.50 campaign budget will cover costs of the media mix. The main tools that will be used for the campaign include social media, website development, video production, publication ads, and direct marketing. To cut down costs, some of the media will be placed on available marketing channels of all La Salle institutions in the chosen schools. Placement of these media will be integrated and strategic focusing on the alumni of La Salle Green Hills, De La Salle University Manila, De La Salle Lipa. and De La Salle Santiago Zobel, and De La Salle College of St. Benilde. The advertisements will focus on different perspectives of people from Jaime Hilario Integrated School La Salle specifically the students, teachers, and the Brothers in the community. These perspectives will set the tone of communication for the target market. The big idea of the campaign is Accessible education to the less fortunate of Bagac Bataan. Metrics will be based on the percentage of returns from the venture. Success will also be determined on response rates and ROI of direct marketing materials. Social media statistics and web hits will also be determinants of the success of the campaign.