An integrated marketing communications campaign for Benilde Alumni Merchandise

• Main Author: Jao, Erickson Edgar O.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Clothing and dress—Philippines—Marketing; Souvenirs (Keepsakes)—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/75; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1078&context=etdm_market
• Institution: De La Salle University

BAM Benilde Alumni Merchandise is a collegiate apparel brand that caters to the alumni, students, and community of De La Salle-College of Saint Benilde. The brand was founded in 2008 by the De La Salle-College of Saint Benilde Alumni Association to provide Benildeans with high-quality merchandise. The IMC plan will therefore address how the Benilde Alumni Association can enhance its merchandise brand to capture a larger market share, increase brand awareness, foster brand loyalty, and sustain academic scholarship programs. To gain a deeper understanding, a UAI Survey and FGD with nine participants were created to obtain direct feedback from the brand's target audience. Using Google Surveys, the questionnaire variables were assessed on a seven-point Likert scale. For the UAI, convenience sampling collected 1,144 data from various Benilde Community participants. According to the results of the path analysis, Instrumental Values have the most significant influence on students' behavioral intentions to purchase Benilde Alumni Merchandise, followed by Terminal Values. Although Fashion Awareness has a minimal effect, it has a significant relationship with behavioral goals. Hence, the relationship between terminal and instrumental values and behavioral intentions is essential. The important takeaway is establishing strategic sales channels—official e-commerce options for the brand. Prioritize, strengthen, and maximize different media channels to increase social media presence and interactions with the target market, creating more brand awareness and increasing revenue. This IMC paper can be a helpful guide and reference to support alumni associations and other academic institutions in maximizing the sale of merchandise within their respective communities. Selling collegiate apparel is an excellent way for schools and alumni associations to maintain financial stability and create academic scholarships.