Date of Publication

2015

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Defense Panel Member

Shane Bellare
Romeo Catap
Mahar Lagmay

Abstract/Summary

Extreme weather events brought by natural disasters like those of tropical cyclones Sendong, Pablo, and Yolanda in the early 2010s have increased the concern for safety and security among Filipinos. In fact, the prevalence of unusual weather and climate phenomena has increased public concern globally (M2 Presswire, 2015). As a response, the Philippine government launched Project NOAH, which promotes safety from natural hazards through its syndicated weather forecasts and state-of-the-art hazard maps.

Three years after it was launched, the program still faces lack of significant awareness and engagement, particularly to individual information consumers. Moreover, survey showed that most of those who have tried the program said they only accessed Project NOAH once some of them complained about the program being too technical, too academic, and not user friendly. As a result, they tend to look for other sources of weather and hazard information that are more convenient and offer laymanized information. On the other hand, Project NOAH said it has been working on improvements, particularly on its website, but some developments have yet to be seen.

Online statistics supported by survey showed that young adults are familiar the most with Project NOAH, but they prefer social media and mainstream news more as sources of weather and hazard information. Members of this market segment are heavy online users and social media savvy. They use social media to regularly communicate with peers as they always want to stay connected with them (Alt, 2015). This behavior influences them to create online content, which they want to be recognized or given attention by other online users through likes, shares, etc. Meanwhile, Project NOAH could benefit from this insight by encouraging online users to be directly involved in its operations and become part of the system.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

TG05905; CDTG005905

Shelf Location

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

Keywords

Emergency management—Public relations; Hazard mitigation—Public relations

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