An integrated marketing communications campaign proposal for Australian International School

• Main Author: Claudio, Martin Allen D.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Education > Philippines; School publicity; Australian International School
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5224
• Institution: De La Salle University

This study and campaign intends to propose an integrated marketing campaign for Australian International School's VCE in partnership with Haileybury program, a Senior Secondary program that is directly accredited by the Australian government and recognized by Philippine's Department of Education. This research was conducted to understand the current situation of international schools industry globally and in the Philippines, the increase in international students in Philippines and have an insight about parents' perception on international education. The study looked into the past, current and projected growth of the industry. The Filipino culture gives importance to education and believes that individuals could get ahead in terms of career and opportunities through attainment of a good education. The one year campaign will focus on increasing the level of brand awareness among target market, to encourage conversion among parents, increase in number of enrollees and increase in revenue. It will use print, digital advertising, direct marketing,B2B marketing and events to achieve the said objectives. The allotted budget is set at PHP 835,000.00.