Date of Publication

11-4-2022

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Emily R. Mones

Defense Panel Chair

Benison Cu

Defense Panel Member

Jose Luis Legaspi

Abstract/Summary

John Robert Powers is an international coaching center located in Makati and Quezon City, Philippines. JRP center offers Personality Development Program & English Learning Program through its curriculum. This Integrated Marketing Communications campaign aims to increase the awareness and strengthen the relevance of John Robert Powers’ Personality Development Program through the “I Am Power” campaign. This also aims to help those people who lack social skills considering the post-COVID conditions brought by the pandemic. The goal of this campaign is to entice the target market by its relatable, insightful, and engaging contents. The target audience are Millennials (25 to 32 years old). The strategy is to make the campaign more engaging to the public by boosting their confidence with our interactive contents and marketing activities. For the purpose of the campaign to draw the attention of its target audience - The researcher created contents that target the executives for them to enroll in the program. In terms of sales objectives, the campaign is expected to increase JRP’s personality development program enrollees by 15% within the campaign period from January 2023 to June 2023. The campaign should be feasible by following various marketing and promotional activities and achieving the brand's objectives such as: Increasing brand awareness and its social media engagement, and becoming more active also in offline marketing activities.

Abstract Format

html

Language

English

Format

Electronic

Keywords

John Robert Powers (Philippines)—Marketing; Personality development

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Embargo Period

12-8-2022

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