Date of Publication

4-22-2020

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

Rayan Dui

Defense Panel Member

Thei Ordiales
Raymond Domingo

Abstract/Summary

This Integrated Marketing Communications campaign focuses on Impact Church, an Evangelical Church that is a member of the Christian and Missionary Alliance Churches of the Philippines (CAMACOP). The organization started their journey of building a community back in July 2016. Although they have been around for nearly 4 years now, Impact Church has been consistently been confident in reaching out to schools, teachers and students, but they admitted that they are missing a huge part of a population. Those students who attended their services will not be students forever. Eventually all of them will grow up and work, be young professionals. Yes, that some teachers are young professionals, but the organization wants to make an IMPACT to their lives. They wanted to solidify their relationship with those attendees by pulling them closer to God, what a Christian is all about.

This Integrated Marketing Communications Campaign seeks to provide an opportunity for the organization - Impact Church to grow their numbers and their community. But moreover, their aim is to get more people to believe in Jesus Christ. The campaign will firstly create a brand personality for Impact Church. The first step is for them to be known as an Evangelical Church and what their beliefs are. Second would be informing people how do they do it, what type of messages are they conveying to the people by their beliefs, approach and services that they provide to create a personal value to each person. Lastly, once Impact Church has established their brand personality, that is now the time to be aggressive. By going out, reaching out and accommodate the potential needs of people outside. Besides pulling them in the community, part of the campaign is to made them feel that they are not alone in this world and most importantly feasible would it be to create an additional service to encourage a new market segment in relation to their goal. Regardless of their background or where they came from, Impact Church is ready and willing to accept them as a family member. With the goal of increasing their community and targeting 300 members by July 2021 leveraging on the combination of past researches, consumer insights and marketing strategies.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Evangelical Church—Marketing

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Embargo Period

8-17-2022

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