An integrated marketing communications campaign for Casa Del Niño Montessori and Science High School
Date of Publication
8-2014
Document Type
Integrated Marketing Communications Campaign
Degree Name
Master of Marketing Communications
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Regina C. Dy
Abstract/Summary
Casa Del Nino Montessori and Science High School has been in the business for 33 Years, it was Dr. Rosario Acierto who envisioned a school that would provide quality education to the children in the fast growing community of Pacita Complex, San Pedro, Laguna. It offers Montessori approach for Pre – School, a General Curriculum with enhancement in Math, English, Science and Computer for Elementary Level and Science Curriculum for the High school Students. Competition is aggressive and intense in the area. It is worth noting that Casa Del Niño Montessori and Science High School is the only private school that offers an advance curriculum proven by its roster of successful alumni. Details will be discussed later as we deliberate each competitor’s offerings. In terms of promotions, majority of the marketing and advertising budget will go into digital and events, with support from print, sales promotion, direct marketing and public relations.
The approach is to create an aspirational campaign that communicates the success of the school by showcasing its product; the alumni. These alumni best represents the future of the children of the target market as they have the qualities of being successful in whatever field they have chosen. We want the target market to feel secured and confident about their child’s success in the near future. The primary objective of this campaign is to continue its brand awareness, generate leads and increase sales through various marketing channels that are relevant to the target audience.
As for the scope and limitations, the study will only feature Private Schools within 8KM radius of Casa Del Niño Montessori and Science High School with almost the same facilities, tuition and targets the same market.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG006258
Shelf Location
Archives, The Learning Commons, 12F Henry Sy, Sr. Hall
Physical Description
1 computer optical disc ; 4 3/4 in.
Keywords
Marketing--Philippines; Montessori method of education--Philippines; Advertising campaigns--Philippines
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Recommended Citation
Asiddao, B. G. (2014). An integrated marketing communications campaign for Casa Del Niño Montessori and Science High School. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/7127
Embargo Period
2-6-2024
