An integrated marketing communications campaign for Little Sisters of the Assumption: Mission to families and to people on the margins of society

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

The Little Sisters of the Assumption (LSA) is an international congregation that was founded in Paris, France in 1865 originally responding to social needs at the end of the Industrial Revolution. LSA's mission is to reach out to the least advantaged people to create a more just society. To date, there are 24 countries worldwide fulfilling that mission. LSA started its journey in the Philippines in 2001 with only four sisters in Manila and three sisters in Cebu. They are currently based in Barangay 180, Malibay, Pasay City, Metro Manila. Together, they continue the mission of their founders through projects on Child Development, Health, Youth and Livelihood.

This advocacy advertising campaign will serve as a breakthrough campaign addressing one of LSA’s headlines, which is Child Development. This campaign will also serve as a tool for two things: (1) to introduce LSA and the I am the Children's Key campaign to the people, especially the target market and (2) to entice them to donate to this campaign.

After studying the industry and the trends that are related to donating, the strategy for the campaign is to communicate the donors. The primary target for the donors are males and females ages 45-60 years old that belong to the socio-economic classes A, B, and C1 and the secondary target market for donors is 35-44 year olds who come from the socio-economic classes A, B, and C1. The target market was determined through thorough primary and secondary research.

What the LSA campaign aims to achieve is to have a positive and optimistic approach to communicate to the target market. Additionally, what is unique about this advocacy is that it addresses the issue on the development during the infant to toddler stages of the child unlike those of the competitors.

It was a great endeavor to come up with a proposed budget for the production costs since the foundation is in need of funds. This is the reason why the strategy is to place the ambient ads and booth in malls that offer free advertising placements for advocacies. The budget taken from a small part of LSA's income will be mostly spent on the InfiniKeys Wall, ambient ads, tarpaulins, and the statement accessories. Digital advertising (Facebook, different blog sites) on the other hand is pro-bono. With the combination of social media and non-traditional advertising, the advocacy campaign was spread out over a 12-month period.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020472

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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