An integrated marketing communications campaign for CEMM Environmental Services, Inc.

Date of Publication

11-18-2023

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Jonalyn Baquillas

Defense Panel Chair

Rayan Dui

Defense Panel Member

Warren Go

Camille Eusebio

Abstract/Summary

This paper outlines an integrated marketing communications strategy tailored for CEMM Environmental Services, Inc., a company composed of engineers and public safety experts dedicated to delivering environmentally compliant projects in accordance with government regulations. According to the Philippine Statistics Authority (PSA), basic sanitation services are defined as the presence of non-shared, improved sanitation facilities with hygienic separation of human excreta from human contact (ADB, 2012). The CEMM team includes Sanitary Engineers who advocate for environmentally safe effluent treatment, aligning with their mission of marine life preservation. The primary objective is to introduce marketing communication strategies that resonate with the industry's target audience and standards.

Research has shown that, in cases of limited space, the direct inoculation of microorganisms can offer an immediate solution for addressing failed treatment systems without significant additional equipment (Rodriguez-Rodriguez et al., 2017). CEMM Environmental Services, Inc. aims to make a meaningful impact by providing reliable, sustainable, state-of-the-art technology and environmental management services that adapt to clients' evolving needs while protecting the environment.

As per industry analysis, the Philippines ranks as the third most significant marine polluter globally, generating 0.75 million metric tons of plastic waste (Statista, 2020). Furthermore, data indicates that only 10% of wastewater undergoes proper treatment through established Sewage Treatment Plants (STPs) (ADB, 2012). This alarming situation underscores the urgency for CEMM to raise awareness about wastewater issues. The company's challenge lies in marketing its services with limited resources and minimal market awareness of their technology. To ensure long-term success, the campaign is focused on overcoming the initial slow sales growth through strategic marketing efforts (Kotler & Armstrong, 2012). It aims to create demand among companies that require engineering services to meet government compliance standards. This research will utilize the CART Framework to gather data on the wastewater industry and which marketing initiatives are most effective to the experts in the industry who are considered the gatekeepers and decision makers of their organizations.

CEMM Environmental Services is aligned with the target market's commitment to environmentally safe compliance, making its products and services relevant to various institutions. The campaign will utilize various platforms, digital media, and events with 5% of their current budget, strategically maximizing this initial investment as communicated by the brand representative as most of their budget are dominantly allocated to their operational expenses and manpower. Scheduled for 2024, the campaign anticipates increased brand awareness and reach, leading to conversions and heightened product sales.

The campaign's core focus is on intensifying marketing efforts within the target market segment and strengthening brand influence by highlighting product features and benefits. A recalibration of marketing strategies, enhanced online platforms, and strategic initiatives are key components of this integrated marketing communication campaign. The success of this campaign will establish robust brand awareness for CEMM Environmental Services, Inc., evident through diverse multi-platform presence, website development, and increased direct-to-client gross profit.

In conclusion, this integrated marketing campaign strives to bridge the gap between CEMM Environmental Services, Inc.'s dedicated team of engineers and the nation's urgent need for environmental protection. Through unified alliances and effective marketing, it aims to secure bountiful water resources for future generations.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marketing; Pollution control industry—Philippines

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