An integrated marketing communication Campaign for Composite Wing Savings and Loan Association, Inc. (CWSLAI)

• Main Author: Leviste, Annalyn Kristel M.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing; Communication in marketing; Advertising—Financial services industry; Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/7179
• Institution: De La Salle University

The whole campaign is about promoting the existing privileges CWSLAI has to offer that has evidently been unknown to most valid and prospective members. The campaign will aim to communicate the benefits among PAF members (military & civilian) and pensioners (AFP & PVAO) in availing a loan at CWSLAI. Overall, packaging the services into bringing a message of empathy and concern: “Alalayan ang taong nangangailangan.” With the campaign’s emotional theme, it has the primary objectives of building awareness of CWSLAI as a loan industry that gives an affordable interest and dividends among its members; increasing the number of its members by at least 30% in the first month after building up a marketing department, and developing preference by the target market despite of its existing competition. The campaign will use different advertising and creative strategies which will promote the service such as flyers, posters, tarpaulins, comics, newsletter, and website, utilizing these tools with the mood and tone of the campaign as responsive, informative, and full of life. In terms of budget, implementing this 1 year proposed marketing communication campaign can be relatively costly for the organization. The campaign will use several effective tools which are not that costly like flyers and/or internet commercials which can be shown for free especially with the launch of its website. Posters and other collaterals will also be available.