Date of Publication

11-19-2022

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

Honor/Award

Best Thesis Nominee

Thesis Advisor

Nelson B. Guillen

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Rhiana Marie M. Toledo
Kathleen Anness N. Syliongtay

Abstract/Summary

The growing pet humanization, increasing pet ownership, and growing online shopping trends in the Philippines provided a great opportunity for emerging pet online stores like Paw District PH. Paw District PH is a 100% online pet store that is present in three different online platforms: Facebook, Instagram, and Shopee. As one of the youngest players in the pet products industry, Paw District PH is focused on providing paw parents with quality products that will not only improve the health of the pets but will also improve the bond between them. Paw District PH ensures that all items offered are meticulously and carefully selected to ensure its safety and quality.

The ultimate goal of this integrated marketing communications campaign is to increase brand awareness and position Paw District PH as an online pet products store that genuinely cares for the pets and pet community. The campaign also aims to (1) to build brand awareness that Paw District PH offers affordable variety of pet supplies/products by increasing visibility of its digital marketing by 80% and offline marketing by 20%; (2) to increase the number of engagements in Facebook and Instagram starting from the average of 10 engagements in the last 3 months by to at least 25 or by 150% at the end of 2023; and (3) to increase sales by 15% at the end of 2023.

Given these objectives, a brand style guide together with different online and offline marketing strategies were proposed for the whole campaign. Further, AB testing were conducted to examine the feasibility and potential reach or outcomes of some of the proposed materials. Specific strategies under the following action plans Search Engine Marketing (SEM), Social Media Marketing (SMM), Sales Promotion, Customer Relations and Crisis Management, Partnerships with Veterinary Clinics, and Cause Related Marketing (CRM) were also discussed together with the metrics, expenses, and expected outcome for all the proposed strategies.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Pet supplies—Marketing; Pet supplies—Internet marketing

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Embargo Period

12-9-2022

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