Integrated marketing communications plan for Order of St. Camillus

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

Regina C. Dy

Defense Panel Member

Shane Aldrin M. Bellare
Luz Suplico Jeong
Anthony Ongcal

Abstract/Summary

The priesthood is facing a great challenge. Amidst controversies in the Catholic Church and changing global mindset, the priesthood, once popular amongst the Filipino upper and middle class families, has suffered a setback. Several researches have shown dwindling interest in the religious vocation. One such congregation is the Order of St. Camillus.

Established in the Philippines in 1975, the Order has eight active communities across the Philippines. It operates hospitals, polyclinics, health care centers, a nursing home and chaplaincies in various medical institutions both in Metro Manila and the provinces.

Though it has deep roots in the Philippines, it is still one of the lesser-known congregations in the country, attracting only an average of five inquiries per semester. Its promotional activities are limited to putting posters in bulletin boards of Catholic schools and parishes, flyer distribution and announcements after Sunday masses.

The proposed marketing campaign takes into consideration the mindset and behavior of the target market millennials laying out a series of promotional activities that utilize their preferred primary communication channel.

Moreover, following the Orders request, the campaign is built on the Orders existing tagline, #daretocare.

Abstract Format

html

Note

At head of title: Order of St. Camillus: #daretocare

Language

English

Format

Print

Accession Number

TG06766; CDTG006766

Shelf Location

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

Physical Description

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

Keywords

Communication in marketing--Philippines; Vocation (in religious orders; congregations; etc); Order of St Camillus

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