An integrated marketing communications campaign for Focolare Carpentry

• Main Author: Soquena, Martella Aljuni T.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Furniture industry and trade—Philippines—Cainta—Marketing; Furniture industry and trade—Internet marketing—Philippines—Cainta; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/66; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1067&context=etdm_market
• Institution: De La Salle University

Focolare Carpentry is a furniture brand based in Cainta, Rizal. Established in 1968, the brand boasts over 50 years of woodworking experience and specializes in custom-made furniture primarily for residential clients within the area and some B2B clients such as churches, schools, and offices. Under the recommendations of the Transformation and Efficiencies Head, the brand has decided to pursue a new business direction which includes retargeting to the AB market (soon also international buyers) and offering Interior Design services. A macro-environment and UAI survey reveals that the local furniture industry is fragmented yet competitive even for niche segments. Combined with the uncertain economic situation and relatively low brand awareness, insights suggest that a semi-aggressive and strategic digital marketing campaign is key to capturing relevant market segments and a successful premiumization. With the Big Idea of "Make Your Space A Better Place", the advertising objective of the IMC campaign is to highlight the brand's USP of handcrafted furniture made to fit their client's lifestyles with a noble cause, inspiring female older millennials to trust and collaborate with the brand to elevate their spaces and make a difference in their communities. Widening brand visibility, increasing customer engagement, and e-commerce integration is the primary target of the proposed marketing initiatives. With a media budget of Php ₱ 1, 954, 266.6, the campaign is expected to garner a 110% increase in website traffic (from 31 to 65 daily inbound visits) and a 23.08% increase in sales performance (from Php 39M to at least Php 48M) by the end of the campaign period of 1 year. Additionally, the proposed new branding kit will not only reposition Focolare Carpentry as a premium brand but also establish a clear brand identity to separate itself from its competitors.