Date of Publication

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

Honor/Award

Best Thesis Nominee

Thesis Advisor

Nelson B. Guillen, Jr.

Defense Panel Chair

Rayan Dui

Defense Panel Member

Emily Mones

Abstract/Summary

A report released by the British Council and the Philippine Social Enterprise Network (PhilSEN) revealed that the social enterprise sector in the Philippines is thriving and promising. As of 2016, the number of social enterprises in the Philippines has more than tripled compared to the previous decade. With an estimated 164 473 social enterprises operating in the Philippines, growth is expected in this industry (British Council, 2015). One of the existing and thriving players in this industry since 2017 is BEAGIVER Ventures Inc. It is a bag-retailing social enterprise that inspires a generation of socially responsible consumers by offering high-quality products and services, providing a meaningful buying experience to customers. The brand has three active core activities: Buy One, Give One (BOGO) products, Campaigns, and Corporate Partnerships. However, this IMC paper will solely focus on its Buy One, Give One bags component.

Due to a tight and competitive landscape among social enterprises in the country and other internal and external challenges, this Integrated Marketing Communications paper aims to improve the brand's marketing activities and boost its sales performance. The objectives of this campaign are clustered into non-financial, financial, and creative objectives. Non-financial objectives seek to improve brand awareness, e-commerce performance, social media presence, and e-retail presence. The financial objective is to strengthen the sales performance of BEAGIVER's BOGO bags by acquiring a relative percentage of share based on its market potential. Meanwhile, the creative objective aims to establish a visual identity for the BOGO bags and position the brand as a bag-retailing social enterprise, offering high-quality products with social impact.

The researcher used both quantitative and qualitative study. An e-survey, using a modified UAI Framework, was conducted from 13 January 2023 until 16 February 2023 among residents of the Greater Manila Area who buy from local small businesses or social enterprises. An in-depth interview was also performed with individuals who have bought from or have extensive knowledge of social enterprises. Social media and website audits were also conducted to analyze the brand's performance.

From the data collected, proposed marketing strategies were formulated and categorized under four action points: (1) Search Engine Optimization, (2) Social Media Marketing, (3) Sales Promotion, and (4) Advocacy Marketing. Among the key performance indicators is the brand's SEO performance which includes the website's Organic Monthly Traffic (OMT), Organic Monthly Keywords (OMK), loading speed (for mobile and desktop), and bounce rate; Audience Growth Rate, Social Media Performance; Presence on E-commerce Platforms; and annual sales target based on target market share.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Bags—Marketing

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Embargo Period

4-23-2023

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