Title

An integrated marketing campaign for E.D. Odigie Accounting and Business Services

Date of Publication

2014

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Thesis Adviser

Ramon M. Barredo

Abstract/Summary

E.D. Odigie Accounting and Business Services is a boutique firm that offers tax and payroll compliance, auditing and bookkeeping services, among others to micro and small enterprises in various industries.

On the occasion of celebrating the companys 35th anniversary, this opportunity is seized to reintroduce EDO and start establishing the expertise as well as the credibility of the company to current and prospective client-partners to encourage a positive perception through an integrated marketing communications campaign.

Three marketing communications were recommended for EDO in this purpose which are digital, public relations and sales promotions. These touch points were selected to deliver the objective of increasing the productivity of business relationship with current and prospective client-partners by increasing awareness and encouraging trial of non-core service offerings to grow purchase size and support growth of margins.At the end of the campaign, a research study of the brand perception, digital content usability and service engagement satisfaction will be conducted to determine the success of proposed campaign. A pre and post campaign assessment will also be undertaken to determine the change in selected brand and marketing communications criteria.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006273

Shelf Location

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

Physical Description

computer optical disc.

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