Date of Publication

11-10-2023

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Honor/Award

Nominated for Best Thesis/IMC Campaign

Thesis Advisor

Dr. Miguel Paolo Paredes

Defense Panel Chair

Dr. Luz Suplico-Jeong

Defense Panel Member

Mr. Noel Sajid Murad, MMC, CDM

Dr. Florivel Villacorta

Abstract/Summary

Education plays a pivotal role in the growth of a nation's human capital, which drives economic advancement and facilitates societal progress. The economic impacts of the COVID-19 pandemic have put both public and private schools under severe financial strain and disrupted operations. Infotech Development Systems Colleges, Inc. (IDSC), a private higher education institution in Ligao City, operates within this context, aiming not only to make up for the losses brought by the pandemic but to strengthen the academic reputation of IDSC, enhance opportunities for students across different socioeconomic backgrounds and ensure the progressive growth of IDSC as a private institution.

This Integrated Marketing Communications Campaign for IDSC aims to sustain or increase the current enrollment numbers in the college department. The researcher proposes a 7-month campaign before the beginning of the Academic Year 2024-2025, which will commence in August 2024. This campaign therefore aims to address the following objectives:

  1. To attain a 32% increase in enrollment numbers, translating to 1,080 college enrollment for the academic year 2024-2025

2. To achieve a 37% increase in overall revenue, with a significant 75% contribution from college enrollments, and

3. To enhance digital awareness by a notable 34% across social media platforms by the end of the campaign in 2024

To effectively understand the behavior of the primary target market, the researcher conducted extensive research on the factors that significantly influence students' decisions in choosing a college. This concept is backed by the Theory of Consumption Values (Sheth et al., 1991). The results of this study are translated into the campaign's messaging and strategies to discern the motivations that drive students' choices efficiently.

With the prime objective to position IDSC as an institution that provides inclusive education to all towards shaping a better future for its prospective students, the campaign is anchored to its tagline, "IDSC: Igniting Dreams, Shaping Futures." This idea aims to turn each student's aspirations into reality, shaping their careers and bringing a sense of fulfillment to both students and parents.

This concept has been translated into different media mixes such as video marketing, social media marketing, promotions, and brand partnerships to strengthen IDSC's online presence, improve social media engagement, and generate leads to facilitate an increase in college enrollment. At the end of the campaign, it expects to achieve a gross revenue of PHP 21,304,620 if IDSC acquires 1,080 enrollment for the 1st semester of AY 2024-2025.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Universities and colleges—Philippines—Marketing

Upload Full Text

wf_yes

Download

Share

COinS