An integrated marketing communications campaign for The American Chamber of Commerce of the Philippines (AMCHAM PHILIPPINES)

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Romeo Catap, Jr.

Abstract/Summary

This study and campaign intends to propose an Integrated Marketing Campaign for The American Chamber of Commerce of the Philippines (AmCham). This trade association exists to deliver membership service and support to its members in promoting business and helping them reach their company objectives and goals.

With the rise of other trade associations, greater access to information through online and non-traditional sources as valuable alternatives for promotion AmCham faces severe challenges to keep up with the times. This is in line with its mission of rendering added value and relevance to its members. AmCham needs to innovate on the ways of communicating value and service to its members. This is especially so with the younger and new generation of members that are information and content driven.

Given these, an Integrated Marketing Campaign for AmCham is proposed by the researcher to address the problem that the association is facing. This campaign will convey to the target market its goal of increasing engagement and participation in meetings and events using the different communication platforms.

The campaign proposed runs for a six-month period, and would focus on the following mediums: email, website, social media and meetings and events marketing. At the end of the proposed campaign, it is expected that AmCham will increase the engagement rate of its members both online and offline by a standard of 10% increase across all communication platforms.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05991

Shelf Location

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

Physical Description

72 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing; Advertising campaigns; American Chamber of Commerce of the Philippines

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