An integrated marketing communications campaign for De La Salle Araneta University (Integrated School program)

• Main Author: Ballesteros, Miguel L.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Schools—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/77; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1084&context=etdm_market
• Institution: De La Salle University

The COVID-19 Pandemic affected multiple industries across different countries in 2020. During that time, many operations were forced to be done in either a no-contact manner or at worst, to be completely shut down. One of the industries that are very much affected by this event is the education sector. Due to the health risks brought upon by the COVID-19 virus, students and school staff were forced to carry over their operations mainly online. From 2020, which was the year that the COVID-19 pandemic affected the Philippines, up until 2022, the education sector in the country has seen a decline in the number of enrollees, specifically in the Basic Education Department (K-12). This study aims to create an Integrated Marketing Communications Campaign for De La Salle Araneta University (Integrated School Program) by determining the factors that affect the decline in enrollees, and the factors that affect the enrollment intention towards the university. A quantitative methodology was employed, and data gathering was done through an online survey using Google Forms distributed to students and parents of basic education students who live in Metro Manila and its neighboring areas. A total of 225 respondents participated. The data were analyzed using multiple linear regression analysis techniques through the Jamovi software. The results of the data gathering showed that Student Support significantly affects their interest in learning more about the university, affecting their intention to enroll. Furthermore, other factors that have an average result of “Important” in the survey were considered in producing the executions for the IMC campaign. The formulated campaign based on the research conducted aims to help De La Salle Araneta University increase enrolment for its integrated school program.