An integrated marketing communications campaign for Bloc 10 neighborhood center in Filinvest City, Alabang

• Main Author: Pascual, Paul Denille Santos
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Stores, Retail—Philippines—Muntinlupa City—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/63; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1057&context=etdm_market
• Institution: De La Salle University

Filinvest Alabang Inc. (FAI), a subsidiary of Filinvest Development Corporation (FDC) and Filinvest Land Inc. (FLI) is in the business of managing Filinvest City (FC), a 244-hectare mixed-use development project in Muntinlupa City. The thrust is to encourage industries to locate in the area as an alternative to Metro Manila’s business districts through the selling or leasing of commercial lots. Another business of FAI is the development of residential, office, and retail projects to service the township’s growing population, backed by modern urban planning technology and data resources. Its latest retail concept is the Bloc 10 retail strip located at Filinvest Avenue. Bloc 10 is a neighborhood, open-air retail strip that offers dining and shopping conveniences for the nearby FC locators. This commercial development was designed as a modern neighborhood center with attractive architectural features and unique details, reflective of the market it tries to serve. It was targeted for a promotional launch in the 1st quarter of 2020 but the pandemic happened and it has never been fully launched to the public since then. As the Philippine economy recovers and the occupancy levels begin to increase, a strategic window of opportunity opens for FAI in providing a solid brand launch for the retail strip to generate buzz in terms of brand awareness and recall. This paper aims to analyze the existing retail environment and appetite in the Alabang market to develop an integrated marketing communications strategy for the retail strip and recommend the best possible campaign for the project. A combination of above-the-line (ATL) and below-the-line (BTL) strategies will be implemented including print, out-of-home, and PR marketing. Mall events focusing on seasonal, thematic, and micro-retail projects will highlight the importance of traffic-generating activities as the main driver to supporting tenants and spurring brand recognition. Social media campaigns using top social networking platforms will be used to strengthen the on-ground activation and amplify the message, especially in the digital environment. More than 50% of the budget cost has been given to marketing event campaigns. At least 79% of the budget will be spent on the launching period (March, April, and May 2023) to produce a solid impact. Sustaining campaigns will be implemented in the succeeding months. Measurements and key performance indicators have been identified to monitor the achievement of the objectives and if the campaign is perceived positively and received well by the target catchment.