An integrated marketing communications campaign for Blue Mountain Real Estate Limited Corporation

• Main Author: Liu, Xueyao
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Real estate developers—Marketing; Real estate business—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/89
• Institution: De La Salle University

Blue Mountain Real Estate Limited Corporation is a reliable real estate service provider. It is their goal to provide customers with a better solution for their investments, whether it is from sales to leasing, or from residential to commercial. The Blue Mountain team is dedicated to extending its professional services to the Philippines and developing its local brand in the country. To assess its communication materials, the researcher conducted an audit and developed Usage Attitude Images (UAI). According to the Theory of Planned Behavior model, the questionnaire was developed to examine whether location, living space, corporate reputation, subjective norms, perceived behavioral control, and attitude toward buying residential real estate have an impact on attitudes towards buying residential real estate. In the study, most of the respondents expressed low levels of awareness of the brand. As a result, Blue Mountain Real Estate Limited Corporation created an Integrated Marketing Communications (IMC) campaign. A total of Php 302,000 would be allocated to marketing for the IMC campaign, which will run for a whole year due to budgetary constraints. The brand's awareness and reach are predicted to grow throughout 2024, which will enhance conversions and revenues.