An integrated marketing communications plan for Entrepinoy Volunteers Foundation, Incorporated
Date of Publication
2003
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Defense Panel Chair
Luisa A. Chua
Abstract/Summary
Entrepinoy Volunteers Foundation Inc. is a non-stock non-profit organization that provides consultation primarily for the SME's. Currently EVFI's means of promoting its services is only by word of mouth. This is due to the limited budget and lack of sponsors to fund the increasing need in addressing the problems of the SME's.
EVFI aims to increase awareness of the target market by using the most appropriate medium that would reach a large number of the target market concurrently disseminating the right information about the services that EVFI provides.
In this study, the researchers recommend a combination of print and radio vehicles because of its high reach and frequency. Total costs may be lessened because press release is for free as well as selected radio interviews.
Because SME's comprise at least 90% of the total establishments in the county as well as a positive perception towards management consultancy firms, the researchers see that there is indeed a big market and an existing demand for management consultation.
The brand personality of advertising will be direct, quality oriented and may have a strong impact to its audience. Giving more emphasis on the quality and low cost service fee, which is basically not for profit but for operations, purposes.
The print media campaign is concentrated on local newspapers such as the Bulacan Herald, The Reflector, and the Bulacan Times for the province of Bulacan. For the city of Antipolo, the campaign medium will be the ACH-Newsletter. The Entrepinoy magazine will also be utilized in addition to the local newspaper campaign. On the other hand, non-traditional media posters, flyers, website, year calendar and desk clocks. The campaign will mainly be evaluated based on the market-awareness of the foundation as well as the increase in number of clients. Aside from these, the foundation will consistently conduct surveys and interviews with the target market in order to assess towards the campaign as well as coordinate changes in the demand of the market.
Abstract Format
html
Language
English
Format
Accession Number
TU16361
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Barrameda, M., Bendijo, C., & Delleopac, R. (2003). An integrated marketing communications plan for Entrepinoy Volunteers Foundation, Incorporated. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/17635
