An integrated marketing communications campaign for De La Salle University Senior High School Manila

• Main Author: Aquino, Francis Jerome
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: High schools—Philippines—Manila—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/82; https://animorepository.dlsu.edu.ph/context/etdm_market/article/1089/viewcontent/An_integrated_marketing_communications_campaign_for_De_La_Salle_U_Redacted.pdf
• Institution: De La Salle University

Currently, the De La Salle University Integrated School - Senior High School (DLSU-IS-SHS) Manila campus has a 0.061% market share in the whole Philippines and 0.56% in NCR with 2,322 enrollees as of July 2022. Despite maintaining a premium brand that offers quality education and an increasing population per year against its competitors, data shows that DLSU-IS-SHS has been left behind by other schools offering senior high schools in terms of their number of enrollees per year. In line with this, the researcher proposes an intensified digital and social media activity engagement campaign following the RACE framework and events promotion strategies to increase awareness and knowledge of the DLSU Manila Senior High School offerings to the target market and audience to develop further the relationship and preference of the school with the target stakeholders. Keywords: DLSU SHS, Marketing Communications Campaign, Senior High School, Manila