An integrated marketing communications campaign for Noordhoff Craniofacial Foundation Philippines, Inc

Date of Publication

7-15-2023

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

Warren Erving Go

Defense Panel Chair

Miguel Paolo Paredes

Defense Panel Member

Iris Leonore Ostrea
Mark Christian Francisco

Abstract/Summary

Orofacial clefts or cleft lip and palate are congenital disabilities when a newborn’s lip or mouth does not fully develop during pregnancy (Centers for Disease Control and Prevention, 2022). While a baby forms in a woman’s womb, specific body tissues and cells from each side of the head grow toward the frontal front of the head, forming the face. This joining of tissues forms the facial features, like the lips and mouth. Hence, babies with orofacial clefts do not fully undergo this process, resulting in underdeveloped lips or roof of the month. Orofacial clefts can be detected between 18 and 21 weeks of pregnancy. If not detected during that time, it can be screened through a routine newborn physical examination within 72 hours of birth (National Health Services, 2023).

Noordhoff Craniofacial Foundation Philippines, Inc. or NCFPI, was founded in 2006. It is positioned as a Cleft Leadership Center that aims to provide holistic care to patients with orofacial clefts, mainly indigent Filipinos. The organization partners with healthcare professionals and other companies to deliver competent treatment for craniofacial care.

As a Cleft Leadership Center, it acts as a regional hub for craniofacial care treatment, education, training, and research, enabling the foundation to provide a comprehensive holistic approach for its patients from surgery, speech therapy, nutritional support, orthodontics, and more. NCFPI is equipped with the latest technology and staffed with the best-trained medical professionals that can provide superior quality for all its patients.

The main challenges of NCFPI are brand awareness and a steady stream of donations which can be achieved through partnerships and donations. This integrated marketing campaign (IMC) was created to propose a one-year marketing plan that will support NCFPI’s goal to expand and to have a more sustainable foundation where they can keep providing fuller smiles and better lives to children with cleft lip and palate.

Several processes were employed to complete this IMC plan, specifically assessing the organization and its current marketing strategies, performing macro-environment and industry analyses, reviewing its direct competitors in the market, and looking at its financial performance. After which, the researcher conducted a survey and in–depth interviews to understand the behavior of people toward donation and determine who is the target audience of NCFPI. Through the product truth gathered from the survey and in-depth interviews, the big idea “Your ally for fuller smiles and better lives” and the tagline “Your smile ally” came to be. The big idea and tagline are stitched with the concern of the donors that they want a trustworthy partner when supporting an advocacy. By leveraging the foundation's purpose to provide better lives for children with cleft lip and palate, the researcher came up with “fuller smiles and better lives.”

Abstract Format

html

Language

English

Keywords

Noordhoff Craniofacial Foundation Philippines, Inc.—Marketing; Cleft palate services; Cleft palate services

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Embargo Period

7-24-2023

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