Date of Publication

1-15-2021

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

Dave Vincent Mangilet

Defense Panel Chair

Luz Suplico-Jeong

Defense Panel Member

Rayan Dui
Kriszia Lorrain Enriquez

Abstract/Summary

Prevalent issues in the Philippines' housing industry made the right to shelter unattainable to some families. The Department of Human Settlements and Urban Development (DHSUD) reported that the country’s backlog stood at 6.75 million units. The most vulnerable sector to this situation are the 937,500 informal settler families in the country.

In 2018, 180,000 families became homeless due to government infrastructure projects. Hundreds of thousands have been displaced due to typhoons in 2020 alone. Also, an estimated total of 520,000 informal settlers are currently living in danger areas in Metro Manila. To address this problem, Pantawid Upa is now advocating for the proposed rental housing subsidy bill that provides financial assistance for temporary shelters to the ISFs displaced by demolition or natural disasters, and those living in high-risk areas. This paper will provide an integrated marketing communications campaign to support this objective.

Pantawid Upa is a coalition of civil society organizations, academics, private sector representatives and urban poor organizations. This coalition advocates for broadening the nation’s housing options, emphasizing on subsidized rental housing for informal settlers. They aim to mobilize potential 'champions' that could help enable the passage of the bill.

The rental housing subsidy program obliges the government to provide financial assistance to Informal Settler Families (ISFs) that would let them rent units in the public or private rental market outside informal settlements. It has been selected as a priority bill by President Duterte in the 5th

State of the Nation Address, and has recently been endorsed for enactment by the House Committee on Housing and Urban Development.

With the aim to gain potential 'champions' for the proposed bill, this campaign explored how the stakeholders' intent to advocate can be increased. It identified 11 hypotheses that examine the relationships of innovation attributes (relative advantage, compatibility, ease of use, trialability and observability) with attitude and behavioral intent. Quantitative and Qualitative methods targeted non-government, people's organizations and local executives as participants.

Results have shown that alignment with organizational values and goals significantly contribute to a positive attitude towards the program. Gaining access to information, outcomes, and opportunities to become part of the campaign influence the intent to advocate of the target audience. Focus group discussions unveiled the need for substantial information and a holistic approach for the program. Moreover, the findings revealed the target audience heavily relies on online platforms for news and updates on programs and policies.

Therefore, the campaign will use an evidence-based and solutions-focused approach in communicating the proposed program across relevant platforms. The campaign will run for 6 months, starting March 2021 to August 2021, with the aim of generating 200 petition signatures, 150 new coalition members, and 7,500 to 11,100 traffic to the website. A total budget of P1,190,757.10 will be allocated for asset production, website development, paid campaigns, and ad placements.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Pantawin Upa (Organization : Philippines)—Marketing; Rental housing—Philippines—Marketing

Upload Full Text

wf_yes

Embargo Period

8-15-2022

Download

Share

COinS