An Integrated marketing communications campaign for abroad me, a self-help book for overseas Filipinos

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Carmelita M. Walton

Defense Panel Member

Patrick David Cenon
Anne Quintos
Carmelita M. Walton


Abroad Me is a self-help guide and workbook for prospective Overseas Filipinos figuring out the complex immigration process. The book builds on inspiring and preparing young Filipinos for their adventures abroad, with topics ranging from goal-setting to personal improvement.

However, the book is still on its pre-launch state. Marketing efforts have not yet been explored to attract the desired market.

This Integrated Marketing Communications plan aims to raise awareness and build preference for Abroad Me. Included in this paper is a comprehensive discussion of the increasing demand for self-help books on success, particularly books related to living overseas, and why Abroad Me is the best option in this category.

An in-depth analysis of the product, its environment, competitors and its target market is also conducted to collect necessary data that would help strengthen the campaign. Consumer insight reveals that there is a growing number of young Filipinos who are looking for references that would help and guide them on the road to success, particularly those wanting to explore a new life abroad.

The advertising tactics aims to differentiate Abroad Me as the only guide thats also workbook type for young Filipino adults, ages 21-29, of the socio-economic classes B and C, living in key cities in the Philippines who want to pursue and achieve a successful life overseas. The big idea focuses on becoming the only self-help guide that is also workbook type for career-minded young Filipino adults figuring out the way to a successful life overseas.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

computer optical disc.

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