PesoPay: An integrated marketing communication campaign for AsiaPay Philippines (PesoPay)

• Main Author: Clet, Cleo Marie S.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Electronic funds transfers—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6767
• Institution: De La Salle University

This paper outlines an Integrated Marketing Communication campaign for PesoPay, a local payment gateway brand of AsiaPay catered to the Filipino market. It also assesses fifteen (15) Chief Information Officers’ (CIOs) Sources of Information, Knowledge, and Perception through an In-Depth-Interview (IDI) research method. Results show that CIOs are the main influencers in choosing a payment gateway and that security is the number one factor they consider in choosing one. Summarizing the data gathered from the IDI, the researcher examines both traditional and online media to meet three key marketing objectives: 1. building brand image and credibility; 2. customer education and product information; and 3. generating quality leads. The Know More Fraud campaign will run for six (6) months utilizing six (6) channels: 1. electronic direct mail/newsletter; 2. e-commerce events; 3. website; 4. magazine ads 5. online pr; and 6. sales kits. In addition, this paper analyzes the effectiveness of the suggested marketing mix through the different stages of the campaign.