An integrated marketing communications campaign for Bernie Pasamba Music Consultancy

• Main Author: Joya, John Christopher Arevalo
• Format: text
• Language: English
• Published: Animo Repository 2016
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5220
• Institution: De La Salle University

A wedding is one of the most precious events in ones life. Each one of us, wishes to have the most memorable and grandeur wedding experience in our lifetime. As music can greatly affect to the emotion of a celebration, engaged couple nowadays does not hesitate to get the service of a top-notch professional musician to play for their event. This campaign addresses to ensure that The Bernie Pasamba Music Consultancy is meant to target the marrying engaged couple segment age 24-35 years old that are working professional. It is very important for the company to position the BPMC relevant to its current target consumers. Initiate brand consistency and increase booking acquisition sales are the two (2) main objectives of the campaign to be able to rise against the clutter of four (4) competitor brands in the category: Manila Philharmonic Orchestra, Manila String Machine, and Ace of Strings. To reach on the target audience, the following touch points were used: Digital Media, Direct Marketing, Events Marketing, Public Relations, Print Advertising and Furthermore, Below-the-Line (BTL) such as brand activations through wedding fairs in different areas of Metro Manila were also utilized.