Proposed Advertising and Promotions Plan

October 6, 2012

COLGATEFor BAM 104 Class Requirement SY 2012-2013 1st Sem

Situation Analysis

The CBEA College Dean and Department Chair of Miriam College aspires to achieve double digit growth of enrollees in SY 2013 – 2014. Current BAM 104 Students were tasked to use Advertising and Promotions as tool in achieving such objective thru presentation of Integrated Marketing Communications Plan.

Target Audience

The target audience- All Levels of High School Students- Parents of the following students

RELEVANT IMC TOUCH POINT

EVENT

Objective

• To create brand and product awareness.• To show target audience how graduates from

Miriam College with a CBEA course can excel.

Event Proper

Presentation of History and Detailed Background of CBEA

Video presentation of the Curriculum and Activities of each CBEA course

Utilizing a Personal Account of Success by inviting an Effective and Flourished Graduate

SPEAKER

• Ivonne Chan Profile

Cost Estimates

Key Performance Index (KPI)

• Quantity of students who will get application form

• Quantity of students who will give personal information (e.g. email, contact number, etc.)

PRINT MEDIA

Objective

• To retain the information to the students.• To reach the attention of the parents of the

targeted audience.• To attract and encourage the incoming 1st year

student to choose a CBEA course

FLYER (FRONT)

FLYER (BACK)

Cost Estimates

Key Performance Index (KPI)

• Number of examinees who choose a CBEA course

• Number of respondents directed via flyer information

Objective

• To inform students about the MCET review center as an aide in increasing acceptance

Banner (small)

Cost Estimates

Key Performance Index (KPI)

• Number of enrollees

Objective

• To attract the attention of potential high school students who are considering their future course or school

POSTERS

Cost Estimates

Key Performance Index (KPI)

• Number of respondents via poster

OBJECTIVE

• To spread news by taking advantage of social media’s user database and familiarity

Internet / Interactive

KEY PERFORMANCE INDEX

• Number of page likes• Magnitude of Audience Participation

(commenting, sharing, tagging, etc.)

IMC tool 2012 2013

July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June

Event

Talk

Print Media

Flyer

Banner

Poster

Product Placement

Fan

2012 2013

July Aug. Sept. Oct. Nov.

Dec. Jan. Feb. Mar. April. May

June

Word of mouth

MCET

Internet/Interactive

Facebook Fanpage