An integrated marketing communications campaign proposal for sequence by sequence

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

Shane Aldrin M. Bellare

Defense Panel Chair

Luz T. Suplico-Jeong

Defense Panel Member

Bienvenido Lorenzo C. Encarnacion
Hazel Bernadette Gapuz

Abstract/Summary

This study is an Integrated Marketing Communications (IMC) Campaign for Sequence by Sequence Video Production, a start-up business established in 2010. It started as wedding videographers and transitioned to a full-fledged commercial video production company in 2013.

This IMC Campaign will focus on generating awareness by 60% while increasing sales by 78% within the one-year campaign period. Sequence by Sequence has an annual revenue of Php 1,494,764 as of 2015. Only 1% of their revenue is for Advertising and Promotions. This campaign will maximize several digital and social media platforms to communicate to its target market.

This campaign aims to reach 60% brand awareness from target market 4,000 Facebook page likes, increase Facebook page engagement rate from 2% to at least 4%, and reach at least 500 views for each video uploaded on Facebook. Moreover, it aims to develop, video packages that would encourage clients to avail the brand's services and create a sales kit for presentation to prospect agencies and direct clients. This campaign also aims to increase its sales by 78% within a year. It will use print, digital, B2B marketing and sales promotion strategies to accomplish its objectives.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06871; CDTG006871

Shelf Location

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

Physical Description

1 computer optical disc; 4 3/4 in.

Keywords

Video recording; Video recordings--Production and direction

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