An integrated marketing communications campaign proposal for sequence by sequence

• Main Author: De Guzman, Jasmin Jaymie Margaret D.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Video recording; Video recordings > Production and direction
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5299
• Institution: De La Salle University

This study is an Integrated Marketing Communications (IMC) Campaign for Sequence by Sequence Video Production, a start-up business established in 2010. It started as wedding videographers and transitioned to a full-fledged commercial video production company in 2013. This IMC Campaign will focus on generating awareness by 60% while increasing sales by 78% within the one-year campaign period. Sequence by Sequence has an annual revenue of Php 1,494,764 as of 2015. Only 1% of their revenue is for Advertising and Promotions. This campaign will maximize several digital and social media platforms to communicate to its target market. This campaign aims to reach 60% brand awareness from target market 4,000 Facebook page likes, increase Facebook page engagement rate from 2% to at least 4%, and reach at least 500 views for each video uploaded on Facebook. Moreover, it aims to develop, video packages that would encourage clients to avail the brand's services and create a sales kit for presentation to prospect agencies and direct clients. This campaign also aims to increase its sales by 78% within a year. It will use print, digital, B2B marketing and sales promotion strategies to accomplish its objectives.