An integrated marketing communications campaign for Island Rose: Keeping relationships alive

• Main Author: Paguibitan, Genelyn V.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Florists—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6288; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13348/viewcontent/Paguibitan_Genelyn_11699620_IMC_edited.pdf
• Institution: De La Salle University

The integrated marketing communications campaign is intended for Island Rose, the brand of the pioneer online flower delivery services that caters nationwide and the largest retailer of roses in the country. The brand is registered under Philippine Cut Flower Corporation (PCFC). Island Rose is a brand built in the philosophy of “keeping relationships alive,” which is also their tagline. This drove the brand in bringing only the best quality flowers and curated gift items to their customers to make the most important moments more special and memorable. The brand operates one of the most advanced greenhouse technologies in the country which allows the brand to fully control suitable growing conditions for the flowers resulting in the best and freshest selections. Operating their own farm also allowed the brand to eliminate additional channels in the florist supply chain which gave them the opportunity to offer premium quality flowers at the most modest prices and deliver their products to their customers in the freshest and best conditions. A research study was also conducted in order to analyze the opportunities available for the brand. After studying the behavior and preferences of the target market, recurring themes have been identified which is centralized in the desire of the target market to make their loved ones feel special and appreciated on special occasions and to give only the best quality flowers and gifts at the most modest prices they can find in the market. With these themes and using the product truths behind the brand, the big idea created for the integrated marketing communications campaign is “making the most cherished moments last with farm fresh flowers from Island Rose.” The big idea aims to emphasize the role of Island Rose in making the customers’ important moments more memorable and the value in choosing the brand in giving flowers and gifts, which is their ability to offer the freshest selections of flowers and modest prices for premium quality products available in the market. The integrated marketing communications campaign aims to increase the brand’s Metro Manila sales by 10% which is equivalent to 28,428,392.85 pesos based on its 2019 performance of 25,843,993.50 pesos. The brand’s Metro Manila sales is equivalent to 50% of the total sales. As a result of the pandemic’s restrictions, the campaign is focused in Metro Manila being an area with allowable delivery for the brand’s operations. Furthermore, the campaign also aims to increase brand awareness by 15% with a total of 103,284 Facebook page likes and a total of 3,746 Instagram followers at the end of the campaign period. The campaign will be deployed in digital channels utilizing social media, search and email which are touchpoints that are relevant to the target market. The campaign is projected to run from the Q4 of 2020 up to the Q2 of 2021 covering important peak seasons for the brand. Furthermore, the budget allocated for the campaign amounts to 852,830 pesos which is 3% of the target sales set for this campaign.