An integrated marketing communications campaign for Onemusic PH

• Main Author: Parangue, Jennica I.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Music > Philippines; Marketing > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5350
• Institution: De La Salle University

OneMusic PH is a locally-developed digital music service provider which not merely permit consumers stream and download music, but also let them be in-the-know of the international and local music scene, watch exclusive digital concerts, and where aspiring artists can upload their own recorded music to gain followers. However, the website lacks promotions and advertisements thus desired market is not aware of its existence and features. Therefore, this Integrated Marketing Communications plan aims to increase awareness and brand preference for OneMusic PH. Comprised in this paper is a review on the internet literacy globally, and in the Philippines moreover, factors why digital services like these are trendy, and its effects in the local music industry were also reviewed. Analysis of the product, competitors, target market, and UAI results assessed with its environment was also conducted to help strengthen the creative strategy proposed by the researcher. The advertising scheme, though digitally-centered, aims to have a 360 take on the media mix by letting OPM then-fans to reminisce their OPM experience. It is also intended to entice young Filipino adults, ages 18 to 29 years old, of the socio-economic classes C, and D, who are enormously passionate about music. The big idea of the campaign focuses on the reviving the experience of Original Pilipino Music when it was on its golden years in the digital world with the help of OneMusic PH.