Integrated marketing communications campaign for engaging U.S. alumni in the Philippines for education USA

• Main Author: Jamila, Abigail G.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Education > United States; Universities and colleges > Alumni and alumnae > United States; Education > Philippines; Universities and colleges > Alumni and alumnae > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5296
• Institution: De La Salle University

In a third world country like the Philippines, studying abroad is more than just opportunity. For the privileged few who get to study abroad, education becomes a tool for diplomacy, preparing them to the bigger role they will play in the society. Whatever it takes, they instantly become pride of the country with the hope from them powering up the next generation's economy. With more Filipino international students, more hope it brings to the country. With their knowledge from the finest universities worldwide, nothing is more beautiful when what they have in them is shared and being wielded locally. From all of the gathered information of this research, studying in United States may be that expensive, challenging and aspirational but still by their abundant resources and excellent faculty they produce best of the best. The purpose of this study is to create a solid integrated marketing communication campaign that will recruit and engage U.S alumni in the Philippines, through Education USA, to mentor and guide prospective U.S-bound students about life before, during and after pursuing a degree in the U.S. More than recruiting U.S alumni in the Philippines, another purpose of this study is to strategize on how sustain the U.S alumni affinity to Education USA that will further supplement Education USA's missions. The marketing strategies to be utilized will be tactical, maximizing digital platforms and to integrate multi-PR activities to achieve high-impact and sustainable communication impressions that will effectively and efficiently engage prospective mentors even with limited resources.