Date of Publication

4-25-2020

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Tirso P. Cinco, Jr.

Defense Panel Chair

Luz Suplico-Jeong

Defense Panel Member

Joseph Emil Santos
Maxin Arcebal

Abstract/Summary

Hound Haven Philippines is the first and only institutionalized non-profit organization that aims to provide rehabilitation, retirement, and adoption program for the retired Military Working Dogs (MWDs) and Contract Working Dogs (CWDs).

With no existing law related to the retirement of the working dogs in the country, Hound Haven Philippines is having a challenging time creating awareness and education to the public and the community about the dogs' conditions and lifestyle.

In addition to the challenges, the competition for the non-government organization sector is high, with an estimated 60,000 registered brands in the country. Thus, this leads to a thin donation share given that Hound Haven Philippines is a relatively new NGO with low brand awareness.

To ensure continuous growth and operations of Hound Haven Philippines, Inc., a mix of full-blast digital and selected traditional marketing strategies will be implemented throughout the campaign period with PhP 329,000 working budget.

The campaign is expected to increase the organization's donation to at least 100%, increase brand awareness for digital media to at least 10%, and convert social media followers as brand advocates by at least 3%.

Through these, Hound Haven Philippines, Inc. will be promoted as a sanctuary for retired working dogs in the country while educating the public and the community.

Moreover, the organization's call-to-actions— sponsor, adopt, volunteer, and donate will be effectively delivered to the target market.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Dog adoption—Marketing; Working dogs

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Embargo Period

8-15-2022

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