An integrated marketing communications campaign for Good Filipinos: Advocacy arm of the Institute for Solidarity in Asia

• Main Author: Mabansag, Matt Lorenz P.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Filipinos; Ethics > Philippines; Self-reliance > Philippines; Integrity; Honesty; Reliability; Conduct of life
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5288
• Institution: De La Salle University

The Institute for Solidarity in Asia (ISA) is a non-partisan, not-for-profit organization that envisions itself to be the leading public governance reform institute in East Asia. For ISA, governance is not an ideal but a living culture that can drive progress in this new era of nation building. Real progress can only be achieved through collaboration, that is why for the past decade, ISA has been bringing together public and private sector leaders and citizens who share one common goal of making governance a shared responsibility. The Good Filipinos advocacy was created by ISA in June 2016 to provide a platform for promoting good citizenship and supporting good governance programs. It invites Filipinos from all corners of the globe to stand together as exemplars in upholding rule of law and participating in initiatives to strengthen government for the good of all. This calls for an inclusive approach that enables Filipinos everywhere to perform daily acts of patriotism that can lead us to achieving the progress we want in this lifetime. The researcher will propose an integrated marketing communications campaign for the Good Filipinos movement and it would be both descriptive and analytical. The main focus of this integrated marketing campaign will center on providing a comprehensive marketing strategy ergo will provide an accurate and appropriate recommendations that will uphold the movement. With the proposed marketing campaign for the Good Filipinos on the span of twelve (12) months, the researcher aims to deliver and execute the following: (1) an increase of overall membership commitments from 1,000 to 10,000 new members (2) an increase of overall annual contribution of from Php 1,000,000.00 to Php 10,000.000.00 (3) as well as the increase of public awareness, and clear communication of the advocacy's message in the website and social media platforms from 5,000 to 50,000.