Date of Publication

12-8-2022

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

Rayan P. Dui

Defense Panel Chair

Nelson B. Guillen, Jr

Defense Panel Member

Warren Erving C. Go
Rico J. Cabangon

Abstract/Summary

The Bamboo Musical Instrument Processing Center (BMIPC) was launched in 2021 by the Department of Science and Technology’s Forest Products Research and Development Institute (DOST-FPRDI) to develop science-based solutions to help improve bamboo musical instruments manufacture. Bamboo musical instruments are valued for their role in the country’s historical and cultural heritage. The BMIPC also seeks to enrich the knowledge and capabilities of the bamboo musical instrument industry, especially the micro, small and medium enterprises, startups, cooperatives, teachers, students, and music enthusiasts.

Based on an in-depth interview with BMI business owners and makers, the majority have low awareness of the facility and have identified challenges and barriers to utilizing the technologies and services of the facility. are not aware of the As the center is only in its introductory phase, a widespread brand awareness campaign should be implemented to inform the target market about what the center is about and what it can offer the BMI industry. In order to implement a marketing communications campaign, the BMIPC will be guided by three media strategy goals - Awareness, Action and Advocacy. The campaign will position the BMIPC as a one-stop for the stakeholders’ BMI technology, innovation, and services needs, and will utilize the big idea: “Plays for Innovation and Music”. The campaign will have an estimated marketing budget of Php 786,500.00 and will run for 12 months. For the whole campaign period, awareness and participation on BMIPC services are expected to increase and an advocacy for BMI appreciation is envisioned to be strengthened.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Bamboo products—Philippines—Marketing; Musical instruments—Philippines—Marketing

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Embargo Period

12-8-2028

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Available for download on Friday, December 08, 2028

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