Integrated marketing communication campaign for Casa del Nino Montessori School Binan


Wang Zhe

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Adviser

Benison Cu


This research and campaign is created for Casa del Nino Montessori School Binan Campus to help them to a marketing plan, because they need presence specially online, one of the factors is the digital and social media have become the trending nowadays, it will help on interaction between school and target audience, there are bigger chances to bring more potential target market.

However the Casa del Nino Montessori School - Binan Campus is an extension of a bigger school which is Casa Del Nino Montessori and Science High School but since the Binan Campus is smaller. The tuition Rate and the Facilities are cheaper. To the quality of education is the same.

The campaign for the Binan Campus would be implemented as soon as possible to aid in the goal of increasing enrollment as well as earning a place in the mind of all potential audience. The campaign would focus on three mediums, namely print, digital, and social media, which are the best mediums to communicate to the target audience.

The success of the campaign would be measured through number of enrollment increase. Furthermore, to also measure the success of the campaign, we can also check the download figures the online brochure as well as comparing the number of people who inquired about the school enrollment as compared to previous years.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

125 leaves ; illustrations (some colored) ; 28 cm.

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