Date of Publication

3-25-2023

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

Nelson B. Guillen, Jr.

Defense Panel Chair

Noel Sajid Murad

Defense Panel Member

Kristine Mutuc-Taton
Karen Rose Vardeleon

Abstract/Summary

The Childfam-Possibilities Psychosocial Services Co. (CPPS) is a wellness center that offers biopsychosocial services to promote mental health and well-being. CPPS Work, a program launched in 2018 to increase mental health services in the workplace, faces internal structural and marketing challenges. A research study was conducted using a purposive sampling technique, involving 101 respondents from CPPS Work's clients, nine Key Informants, and three Key Opinion Leaders from CPPS Work. The study used a ServQual survey and in-depth interviews to investigate CPPS Work's structural issues and gain insights into end-user's expectations and perceptions of its services. CPPS Work needs to revitalize its market presence and engage customers through valuable content and information to overcome these challenges. Establishing a cohesive branding image and utilizing appropriate media platforms to convey a consistent message can foster a connection with the target market. Despite the stigma surrounding mental health in the Philippines, CPPS Work remains dedicated to improving access to mental health services and being socially aware and responsive. By implementing the suggested strategies, CPPS Work can continue to offer inclusive, evidence-based practices for all ages, cultures, and genders and successfully address its internal structural and marketing challenges. CPPS Work aims to improve access to mental health services and adapt to challenging times through strategic initiatives.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Preventive mental health services—Marketing

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Embargo Period

4-4-2023

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