Date of Publication

8-20-2021

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

Rayan Dui
Cecile Dominguez-Yujuico

Abstract/Summary

This Integrated Marketing Communications Campaign is presented to Point Blue, a studio rental property located near Makati and BGC central business districts. The objective of this campaign is to increase the brand awareness to 55%, achieve 85% average occupancy rate for all properties, and earn 82 million sales. To achieve this, the brand situation, general business, market and industry situation, and competitive environment were assessed and analyzed. A simple research study involving a UAI survey and in-depth interview to 150 respondents who experienced living in Makati was also done to get more insights on the target market, and to know the factors affecting their decision to rent. Results of the study show that only 30% are aware of Point Blue, and factors such as location, mobile signal, cleanliness, safety & security, and privacy, are among the top factors affecting the decision to rent. Marketing frameworks such as the AIDA Model and Porter’s Five Forces, were also used to guide the marketer on the strategies and tactics to use for the IMC Campaign.

From all the data gathered, marketing framework analysis, brand promise, and consumer insights, the Big Idea “Live where everything is easy” was created, and with the tagline “Live easy.” It targets young professionals, ages 25-40 years old, working in Makati. The Live Easy communication is to show the target market that living in Point Blue will make their lives easier, especially in this time of pandemic, because it is affordable, offers flexible lease term options, provides free laundry services and more discounts to its long term staying tenants. Media platforms chosen for this campaign are Facebook, Instagram, Tiktok, Online Rental Platforms such as Lamudi, Rentpad, MyProperty, and Bedsandrooms, Online News Articles - When In Manila and Spot, and Micro and Nano Influencers. All these advertisements are aimed to reach 1,600,000 people, 63,000 social media followers, 6,000 leads, and 543 1-year leases.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

171 leaves, color illustrations

Keywords

Point Blue (Philippines); Advertising—Real estate business--Philippines--Makati City; Real estate business--Philippines--Makati City

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Embargo Period

9-13-2021

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