Integrated marketing communications campaign for Fiesta Communities, Inc.

• Main Author: Simbulan, Edmel Heinz M.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Real property—Philippines—Marketing; Real estate developers—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/59
• Institution: De La Salle University

FIESTA Communities, Inc. is a real estate company based in Pampanga specializing in the socialized, economic, and low-cost housing segment. Its project sites are located in Pampanga, Tarlac, Zambales, and Bataan. Its subdivision projects are well-known in the region as the most affordable housing residential properties. This Integrated Marketing Communications Campaign is about the opportunities that FIESTA Communities Inc., can capitalize on by 2023 to remain competitive and housing developers of choice in Pampanga. Given the rise in a number of competitors operating on a national scale, FIESTA Communities, as a homegrown brand, can further its position as a top developer in the region by being at the forefront of innovation in home buying through digitalization. The goal of this campaign is to aid the company in intensifying its digital marketing efforts to answer to the government’s call to provide an efficient homebuying experience to its prospective clients. Through this campaign of digitalizing its marketing efforts, the brand can further its leadership in the region and strengthen its brand equity by providing a convenient, digitalized customer journey experience for its homebuyers. The campaign strategy is to streamline the existing home buying process and complement it with a more convenient, engaging, relatable, and bespoke customer journey for its future residents. This campaign banked on the aspirations brought about by the daily experiences of the Filipino working class. The sales objectives of this campaign is to increase online sales by 60% by the end of 2023. This will be supported by the various marketing mix presented on the succeeding chapters of this paper to gain an incremental sales of ₱ 251,000,000.00 total projected online net sales. This will be aided by the various promotional activities and online marketing initiatives that will continuously educate the market on the value of homeownership and wise spending through a convenient home buying journey. The current campaign strategies used by FIESTA Communities Inc., and other real estate developers are heavily focused on hard selling the products through price, location, and house features. The proposed campaign targets the lifestyle, the various opportunities, and a convenient home-buying experience for its prospective customers. For high-involvement products that demand a complex process of decision making like a residential property, and with the growing virtual society, brands are challenged to move towards the digitization of their marketing efforts in order to remain relevant and effective in reaching their target market. This is not the first time that FIESTA Communities answered to the call of the government, 15 years ago it answered to the call of alleviating homelessness in the country, now, it once again answers to the call of making homebuying experience convenient, and efficient for the Filipinos. Through the initiative of the government, its departments, and agencies specifically catering to the housing industry.