An integrated marketing communications campaign for Bikes for the Philippines, Inc.

• Main Author: Uichico, Timothy Francis L.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Marketing > Philippines; Advocacy advertising > Philippines; Nonprofit organizations > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5407
• Institution: De La Salle University

This is an Integrated Marketing Communication (IMC) campaign designed for Bikes for the Philippines Inc (BfP). Which is a non-profit, non-government organization that provides second hand bikes to children in need so they can attend school. The primary objective of this campaign is to spread the advocacy and raise awareness of BfP. The secondary objective is to be able to garner 600,000 pesos worth in donations because of the campaign. The campaign focuses on Bikes for the Philippines program of providing second hand bikes to prevent children from dropping out and enable them to finish schooling despite the physical, economical and psychological barriers facing them. With a limited budget of 150,000 Bikes for the Philippines wants to push their advocacy to the limelight targeting working professionals aged 28-45 that belong to the socio-economic class of A-B that works or lives in Metro Manila. The advocacy campaign shall tap into its strengths such as having a unique advocacy and simple but effective solution to the problem of bridging the distance from home to school. It will focus on the positives of having a second hand bike to bridge the learning gap. It shall run for four months from September 2017 to December 2017 using a mix of digital promotions and event activations.