Date of Publication

3-2020

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

Joseph Emil Santos

Defense Panel Chair

Benison Cu

Defense Panel Member

Marlyn Importante
Emily Mones

Abstract/Summary

This paper is an Integrated Marketing Communications Campaign for the SipaG program. SipaG is a youth leadership program that was developed by the Gawad Kalinga Community Development Foundation (GK), a Filipino non-profit foundation that has developed over 3,000 communities across the Philippines through holistic programs in shelter, health, livelihood, youth development, and social entrepreneurship. SipaG is one of the pioneering programs in the Philippines that uses sports, mainly Football as a tool for social impact in marginalized and poor communities.

Although the program has been around since 2005, it’s awareness is still low in the country compared to other programs of Gawad Kalinga, leading to lower external support of the program. With this campaign SipaG will aim to increase its awareness of its target market, which are Millennials, ages 24 - 39 years old and increase the program’s stakeholders.

The main efforts in this campaign will be on the improvement of digital platforms since the market has a high usage of websites and social media, and minor Below The Line (BTL) strategies. It will run for 1 year with 3 seasonal campaigns involved, Valentines, Back To School, and Christmas Holiday Season.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Gawad Kalinga Community Development Foundation (Philippines). SipaG Program—Marketing

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Embargo Period

8-15-2022

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