Date of Publication

5-2020

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

Warren Erving C. Go

Defense Panel Chair

Carlo Miguel Saavedra

Defense Panel Member

Emily R. Mones

Abstract/Summary

This integrated marketing communications campaign is made solely for Bayad Center, a subsidiary of Manila Electric Company (MERALCO) and member of the MVP group of companies which has established itself as the most trusted brand when it comes to bills payment, and continues to expand its network strategically by providing online and offline payment platforms for the convenience of its consumers. According to a study conducted by the Nerve (2019), consumer bills payment transactions in the Philippines are still dominated by cash payments and a large proportion of the population remains untapped. Considering the accessibility and availability of resources to the Filipino consumers, lack of awareness and trust are still barriers that key players in the financial industry should address to penetrate the market (Nerve, 2019).

Despite significant efforts to promote Bayad Center’s digital payment channels, its customers are not yet fully aware of the mobile app's existence, features, and what it has to offer. As such, Bayad Center seeks to expand markets outside its current target audience who patronize their over-the-counter payments. In this campaign, the researcher looked into the potential of tapping the millennials, particularly the working professionals who have been transitioned into the adulting phase, and positioning Bayad Center app as a mobile payment app which lets users create an account instantly because it is telco-agnostic, requires few information upon registration, and lets them pay over 1,000 types of bills even government contributions whenever and wherever they are to promote convenience which makes adulting easier.

The 6-month campaign has the objective of building brand awareness on the existence of Bayad Center mobile application among 23 to 35 year old working professionals from the SEC C to D markets. On the other hand, the second phase of the campaign revolves around pushing for increased app downloads from App Store and Play Store at the end of the 6-month campaign.

The campaign is geared towards not only retaining old customers and gaining new ones, but will also focus on creating a clear personality for the Bayad Center mobile application, as well as to build affinity and engagement amongst its target market. To achieve these, a digital-led campaign is executed to help reach a targeted audience in a cost-efficient way. However, other media touch points identified are above-the- line radio advertising, on-ground activations, and sales promotions. The campaign is restricted to use 15% of the annual income as advertising budget.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Electronic funds transfers—Marketing

Upload Full Text

wf_yes

Embargo Period

8-14-2022

Download

Share

COinS