An integrated marketing communications campaign for Micara Estates-Tanza

• Main Author: Parreño, Jad J.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Suburban homes—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6274; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13340/viewcontent/Parreño_Jad_11699906_1.PDFUploaded_Redacted.pdf
• Institution: De La Salle University

Micara Estates situated in Tanza, Cavite, was first established in 2014 under Property Company of Friends, Inc. 's (Pro-Friends) affordable housing segment to cater to the growing demands for affordable residential properties by Filipinos. Its spacious house models, exclusive amenities, and strategic location makes it the ideal choice for starting families and young professionals alike. Micara Estates seeks to provide affordable and comfortable homes within a safe and secure community complete with establishments that are relevant to everyday life. To affirm Micara’s influence over its own area of operations, Millennials, who are poised to take over and dominate the home-buying market in the coming years are now being targeted. Through the UAI (Usage, Attitude, and Image) study with 260 millennials residing in Cavite along with an FGD (Focus Group Discussion), this research was able to gain a deeper understanding of the target market and their considerations when purchasing a home. Results of the study suggest that millennials residing in Cavite still prefer single-attached/detached homes as opposed to their NCR counterparts who prefer condominiums. In fact out of 260 respondents only 10% answered that they prefer condominiums over houses of different types. This data shows that millennials, while sharing the same hyperactive lifestyle, have different preferences in homes and therefore must be communicated to differently. Apart from the target market’s inclination towards the specific house models, they also look for affordable options and are willing to spend ₱500k up to 1.4 million. They are also concerned with security, most opting to purchase in developments that are in gated communities and have 24/7 security. However, Micara suffers from poor brand awareness, with only 38.3% saying they are familiar with the brand. The objective of the Integrated Marketing communications Campaign (IMC) aims to address this issue. The IMC campaign will run for one year and will target millennials (25-39 years old) residing in Cavite with “Mid” Millennials (30-34 yrs old) being the primary target as they currently make up the bulk of home buyers while Younger Millennials (25-29 yrs old) have been identified as the secondary target of the campaign. Over the course of the campaign’s period, online following and presence is expected to grow, additional foot traffic during viewing day (open house) events is predicted to increase as well as online conversions. Home buying has always been considered a “big step” in the Filipino culture but is often accompanied by fear. The big idea of this campaign: “Keri Mo Na” intends to communicate the campaign’s message on a lighter but at the same time empowering tone in hopes of