An integrated marketing communications campaign for De La Salle University scholarship programs

• Main Author: Castillo, Kalikasan U.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Scholarships—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/87
• Institution: De La Salle University

De La Salle University positions itself in the forefront of holistic formation of individuals who serve the church and the nation. The University is a hub for expert faculty, relevant research, and service-learning. In continuing St. La Salle’s mission is to provide quality education to the young and especially the poor, DLSU provides various scholarships to deserving students. This research will mainly focus on the institution’s academic scholarships. With other universities providing high quality education and scholarship opportunities, this leaves DLSU a challenge to recruit the top students of the country. The research predominantly sees that the target audience perceives DLSU as an expensive institution. In the research, it is identified that Cost of education and placement opportunities are found to be significant in scholarship acceptance. Meanwhile, DLSU scholars see DLSU a student-centered institution, a school that takes care of them through various resources. With this in mind, scholars understand that DLSU are holistically formed so that they can also contribute to society. With these research insights, the campaign puts forward a campaign that champions in nurturing the best and brightest Filipinos to contribute to societal transformation. It will mainly utilize the following IMC channels: (1) Digital marketing, (2) Public Relations, (3) Events Marketing, (4) Print, and (5) Partnerships.