An Integrated marketing communications campaign for MoneyGram Money Transfer
Date of Publication
2013
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
Thesis Adviser
Arvin Alivia
Defense Panel Chair
Jose Luis R. Liongson
Defense Panel Member
Robert James Boyles
Abstract/Summary
As a thesis for the course, Bachelor of Science in Commerce Major in Advertising Management (ADV), the group is required to make an Integrated Marketing Communication (IMC) Campaign for a particular brand. The brand/account is currently held by the agency where in the group did their On-The Job Training (OJT). In the case of the group, they entered MRM Worldwide Philippines, the digital arm of McCann Worldgroup Philippines. The agency representative instructed the group to create a digital campaign for the brand, MoneyGram, for the group's thesis.
MoneyGram is a Money Transfer Operator (MTO), ranking second in the world. It offers money transfer services in over 198 countries, with more than 320,000 locations, making it very accessible to the people. In the Philippines, it has over 8,300 locations with partners such as Banco De Oro (BDO), Allied Bank, Metrobank, and SM.
The campaign seeks to increase awareness of the brand in the Philippines. The campaign's objectives are: 1) To increase MoneyGrams awareness in the Philippine remittance market 2) To increase the traffic in MoneyGrams website and 3) To encourage consumers to use the brand, which may eventually lead to having an emotional bond with them.
The target market of the campaign are the Overseas Filipino Workers (OFWs), whose ages range from 25 to 35 years old, and belong to Socio-Economic Class Broad C. They work in Middle Eastern countries, have a monthly income of Php 10,000.00 to 50,000.00, and have a household size of five to six members. These people are usually the breadwinners of their families. They are the ones who help sustain the living of their families by sending money to the Philippines. They believe that their families are highly dependent to them when it comes to their living, thus, they are willing to undergo any hardships just to be able to send money to the Philippines.
This thesis book is prepared by Kisha Mae C. Aquino, Sidrick G. Cabatingan, Allan I. San Juan, and YangPan Zhuang as a fulfillment of the requirements in the Degree, Bachelor of Science in Commerce Major in Advertising Management, using all skills that they have learned in creating a full blown IMC Campaign.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022151
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Aquino, K. C., Cabatingan, S. G., San Juan, A. I., & Zhuang, Y. (2013). An Integrated marketing communications campaign for MoneyGram Money Transfer. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18224
