An integrated marketing communications campaign for Pineda Cybersecurity Specialist

• Main Author: Cesario, Mary Anneth C.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Security systems industry—Marketing; Computer security; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/76; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1085&context=etdm_market
• Institution: De La Salle University

Pineda Cybersecurity Specialists (PCS) is recognized by the Department of Information and Communications Technology (DICT) as a Cybersecurity Assessment Provider for VAPT and Information Security Management System (ISMS), and it is a Manila-based IT consulting business. They offer workshops and consulting services such as regulatory, administrative, and technical assistance. This integrated marketing plan aims to increase brand awareness and encourage more. SMEs to be compliant and security-centric organizations. It also intends to position Pineda Cybersecurity Specialist as responsible, emphasizing the overall security mission and credible work and using it as the foundation of trust. The primary target market of the campaign is business owners aged 35-55 years old, who are from the SEC AB and upper C, and whose business is in critical urban areas in the Philippines. These business owners want to protect staff and clients, especially regarding personal information as a business organization. The proposed strategies for the campaign will mainly focus on Digital Marketing is a great way to build brand awareness, generate leads, and optimize marketing spend. As customer journeys are now primarily online, having a digital presence on social media makes sense to communicate with them effectively. The main financial objective is to increase sales by 10% using effective marketing strategies by the end of 2023. An allotted budget will be used for Facebook and Instagram-boosted posts, email blasts, SEO optimization, Website development, and joining events and conferences. The campaign period will run from April to December 2023. To monitor its success, the management will monitor the number of followers, likes, and clicks on the social media pages. Check the number of registrations and write-ups to monitor the effectiveness of trade shows and monitor the sales each channel generates that should align with the statement of expectation.