Date of Publication

5-7-2021

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

Segundo P. Barrameda, Jr.

Defense Panel Chair

Reynaldo Bautista

Defense Panel Member

Kristine Mutuc-Taton
Gerwin Dales

Abstract/Summary

In any disaster that strikes the country, or arises of a social issue, there’s a group that has always been very vulnerable, the children.The Little Children of the Philippines Foundation Inc. Residential Shelter - Hope Village has been taking care of children who are abused, neglected, and at-risk in the society, giving them a home, providing their basic needs, and helping them prepare for their return to their families or to the society. This integrated marketing campaign aims to create consumer awareness about the residential shelter as well as increase local support starting from Dumaguete City to the rest of Negros Oriental, then the Philippines. The Survey, SWOT, and TOWS analysis will point out the strategies which will be used in this campaign which will be a combination of digital, radio, print, public relations, and events.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Little Children of the Philippines Foundation Inc. Residential Shelter-Hope Village--Public relations; Children's shelters--Philippines--Dumaguete City--Public relations

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Embargo Period

5-18-2021

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