Date of Publication

11-17-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Joaquin Miguel G. Ruiz

Defense Panel Chair

Jan Michael Alexandre C. Bernadas

Defense Panel Member

Kristian Jeff  C. Agustin
John Paul Kevin M. Samonte
Portia Louise Ramos

Abstract (English)

The Playhouse Project (TPP), is a non-profit organization dedicated to promoting volunteerism among youth in the Philippines by initiating community development projects, empowering young leaders to advocate and implement initiatives, and fostering connections within local communities, all while upholding values of leadership, compassion, and social awareness. A communication audit discovered that TPP struggles to engage its social media audience as it shifts focus to youth in Pampanga and NCR, highlighting a need for improved interaction and clearer messaging, alongside requests for more diverse content. From this, the Information-Community-Action framework developed by Lovejoy and Saxton (2012) was leveraged to develop a social media manual and strategy along with short organizational videos to address the gaps revealed in the audit. Specifically, the manual was proposed in order to refine the organization’s social media communication with their target stakeholders while the videos reintroduced TPP’s mission and operations to the target audience, highlighting its initiatives, and cultivating a sense of belonging among current and prospective members. A one-week pilot implementation which tested the effectiveness of the interventions was executed, with the goal of generating valuable feedback on content engagement and metrics. Following the implementation window, the researchers gathered feedback regarding the social media activity during pilot implementation from current and potential members of TPP. The feedback generated on both the social media manual and organizational videos was positive and aligned with the needs identified in the audit. This research contributes to the understanding of non-profit communication in the Philippines, emphasizing the importance of adaptable strategies in a rapidly evolving digital landscape that resonate with youth, ultimately driving volunteerism and fostering stronger stakeholder connections.

Abstract Format

html

Abstract (Filipino)

Ang The Playhouse Project (TPP) ay isang non-profit organization na nagtataguyod ng bolunterismo ng kabataan sa Pilipinas sa pamamagitan ng mga proyektong pangkomunidad, pagbibigay-kapangyarihan sa mga kabataang lider, at pagpapatibay ng ugnayan sa lokal na komunidad, habang isinusulong ang pamumuno, malasakit, at sosyal na kamalayan. Ayon sa isang communication audit, nahihirapan ang TPP na makuha ang atensyon at pakikipag-ugnayan ng audience sa social media, lalo na habang lumilipat ang pokus nito sa kabataan sa Pampanga at NCR. Kailangan nito ng mas malinaw na mensahe, mas aktibong interaksyon, at mas iba’t ibang content. Dahil dito, ginamit ang Information-Community-Action framework nina Lovejoy at Saxton (2012) upang bumuo ng social media manual, strategy, at maiikling organizational videos na tutugon sa mga kakulangang ito. Layunin ng manual na pagandahin ang social media communication ng TPP sa kanilang target stakeholders, habang ang mga video ay muling nagpakilala sa misyon, operasyon, at mga inisyatibo ng TPP upang palakasin ang sense of belonging ng kasalukuyan at potensyal na miyembro. Isinagawa ang isang linggong pilot implementation upang subukan ang epekto ng mga materyales at makalikom ng feedback tungkol sa engagement at performance ng content. Ang nabuong feedback mula sa mga kasalukuyan at potensyal na miyembro ay positibo at nakaayon sa mga pangangailangan sa audit. Ipinapakita ng pag-aaral na ito ang kahalagahan ng epektibo at nababagong communication strategies para sa mga non-profit sa Pilipinas, lalo na sa harap ng mabilis na pagbabago sa digital landscape. Sa huli, layunin nitong makatulong sa pagpapalakas ng bolunterismo at mas matibay na koneksyon sa mga stakeholder.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Voluntarism; Nonprofit organizations; Social media

Upload Full Text

wf_yes

Embargo Period

12-9-2025

Download

Share

COinS