Date of Publication

4-2021

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 Advisor

Shane Aldrin Bellare

Defense Panel Chair

Luz Suplico-Jeong

Defense Panel Member

Benison Cu
Gianna Marie A. Villa-Real

Abstract/Summary

The Philippines face diverse challenges in the education system; one of them is education inequity. Not all children in the country are given opportunities to have access to relevant and excellent education. That is why Non-Government Organizations (NGOs) or Nonprofit Organizations (NPO) are doing their part to solve this wicked problem. One of the organizations that contribute to this movement is Teach for the Philippines (TFP).

Teach for the Philippines believes in the role of education in nation-building; that is why the organization designed programs that focus on engaging new teachers, which they call teacher fellows, and tenured public school teachers who have enormous leadership potential. TFP provides development opportunities that help these future leaders become agents of change within and beyond the classroom. Right now, TFP has 261 alumni who are currently working in different sectors. Part of the solution of TFP in addressing the problems in education aside from the fellowship is running programs that develop Filipino children through functional literacy and life skills. With that being said, organizations like TFP will need strategic marketing plans to sustain these programs through funding and donation.

The organization made enormous progress and success with its campaigns focused on awareness and recruitment of Teacher Fellows. Because of that, the organization received applications from aspiring leaders in different regions in the Philippines. When asked what possible campaigns are needed for the organization, the Marketing and Events team of TFP recommended doing a campaign for public donors.

There is no official database for NGOs and NPOs in the Philippines; that is why it is challenging to measure the industry's growth. There are no official classifications for the focus of the different organizations. In determining the possible competitors, the researcher based it on the insights of the focused group discussion and survey respondents and his interview with the Marketing and Events team of TFP.

The focused group discussion, SWOT analysis, consumer analysis, and review of communication contents of the organization played a huge role in coming up with the Big Idea for the campaign. The campaign's primary focus is to build a public donor community for the organization since the organization already has supporters from the private sector. The researcher proposed to start with millennials as the target market for public donors since this generation is currently a huge part of the workforce in the Philippines, and social media is a relevant part of their daily lives.

In creative execution and media planning, the researcher utilized the assets of the organization and his network in looking for opportunities to have a cost-effective campaign. Given that NGOs have a limited budget since their focus is to make sure they provide for the people they are supporting.

The campaign can be successful if, by May 2022, the organization can increase the number of public donations and at the same time start a community of donors who can rally the advocacies of the organization and encourage more people from other generations to donate.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

157 pages, color illustrations

Keywords

Teach for the Philippines--Marketing; Teach for the Philippines--Public relations

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Embargo Period

5-24-2021

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