An integrated marketing communications campaign for Loftez Philippines

• Main Author: Ang, Michael Gerard N.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Architect-designed houses > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5223
• Institution: De La Salle University

This paper is an integrated marketing communications campaign for Loftez Philippines. The plan presents marketing communication tools that are socially accepted in the standards of industry and its market. Loftez is a unique online visual community for Design Professionals and Homeowners. It provides design inspirations to Homeowners by showcasing the craftsmanship and work of art of the Design Professionals. It serves as an avenue for these stakeholders so they could collaborate in creating a greatly designed home. To date, the Loftez is still in its infancy stage thus, faces awareness problem. There is a risk of being not accepted by the people within the Industry because online referral and leads generation is not the norm unlike the traditional on-ground referral system. Moreover, Design Professionals specifically Architects and Interior Designers must abide with their Code of Ethics. Due to the stringent structure of the Home Design Industry, the Integrated Marketing Communication Plan is aimed to strengthen Loftez' brand presence and build a strong network among Design Professionals while following the standards and laws within the industry.