I. Situation Analysis

- Electricity is the main source of innovation in the modern world. Most of the things we do rely upon the use of energy. Almost everything we can see is powered by electricity. It plays a crucial role in our lives. It serves as a light in our homes and workplaces, another source for better education through the internet and power point lessons, provides us with our necessities in eating food through cooking. Without electricity, we would have a problem in doing the things that we were used to.

- The campaign would be focused on the possible shortage of energy/electricity by 2015. It would make the target audiences aware and prepared for the upcoming crisis. It will help in coping and prevent a total shock if notified early. Marketing strategies would be made to deliver the message to targets in a positive way which would make themselves prepared and be ready for other possible ways of living even without the use of electricity. Through this, awareness and the proper use of electricity will be shown. Conserving energy would be the main priority. We would be using the IMC Tools such as Print Ads, Radio Ads, and TV Commercials.

DEMOGRAPHICS, SOCIO-ECONOMICS & PERSONALITYGender Males, Females, LGBTAge of Target Market School-Age Children, Tweens (8-12 years old), Generation Y or

Millennial (13-19 years old), Generation X, Baby Boomers, Silver Market

Education Elementary level, High School, Collegiate levelSocio Economic Class Class A,B, C, D and EPSYCOGRAPHICS AND VALUESVALs Segmentation (Thinkers, Experiencers, Makers)

These are men and women who are aware of the issue and is finding a way on how to deal with the problem. They focus on issues about societal well –being and seek on the use of technology.

VALs Segmentation (Achievers and Strivers)

These are people who value their goals and objectives more than the other groups.

II. SWOT Analysis

STRENGTHS WEAKNESS

The indigenous gas fuels three natural gas-fired powered stations that have a generating capacity of 2,700 MW that provide 40-45% of Luzon’s requirements.

The government is finding ways to generate electricity to supply the whole country by 2015.

Lack of funds to generate more sources of electricity.

Lack of political skills and corporate skills to deal with stakeholders upon making power plant projects.

OPPORTUNITIES THREATS

Malampaya can serve as a model/basis in constructing power plants.

Malampaya also known as Department of Everything so it means they can produce or support everything.

They ask the government for additional 500 MW instead of just 200 MW so they can support places that are in need of power supply but the President disallowed it.

There is a possibility to have a total black out in the Philippines.

Power plants are expected to shut down.

III. IMC Objectives

To make our country aware and be prepared of the 2015 power shortage To increase awareness by 70% regarding energy crisis with a minimum reach of

50% To make them conserve electricity. To help them cope with the upcoming crisis by suggesting alternative activities.

IV. IMC Strategy and Tactics

Creative Brief

Why are we advertising?

Increase awareness by 70%

Whom are we talking to?

Those who blame the government for this crisis and those who drag politics in this crisis (see case above).

Those who are unaware of the crisis Those who are not prepared for these future crises.

What would we like them to think?

That power crisis can provide a buffer in case the projected deficit becomes bigger.

What is the single most persuasive idea we can convey?

Power crisis looms in 2015 declare a state of emergency or crisis in the power sector to allow the government to tap additional power capacity next year.

Why should they believe it?

The country offers a wide range energy/power to help your place.

Are there any creative guidelines?

30-second commercial Billboard Radio Ads

D. IMC Media Applications

Media Objective

The objective is to inform the 70% of the target audience towards the power crisis in 2015 with a minimum reach of 50% during January through July of 2015.

I. Media Scheduling

Outdoor Billboards- it will be used in creating awareness in places where people stay for long.

Internet Advertising- it will be used because most of the consumers today are using social media as part of their daily lives. It will help in communicating and reach the target audience in easiest way to give them information about the energy crisis.

Broadcast Media

Television- these medium will help a lot especially during rush hours because it provides the audience a visual message that will help them to understand it easily.

Radio- will be used suited for every one of all ages and personalities; it is useful during rush hours, early in the morning and after work.

Print Media

Newspaper- this will be used for those who like to read newspapers while taking up their breakfast.

II. Media Planning and Buying

Vehicle SelectionCoverage: Metro Manila, Luzon, Visayas, Mindanao provinces( Mindoro, Davao, Bicol, Palawan)

Tv commercial- 30/s on television during breakfast, lunch, dinner and peak season

Radio commercial- 30/s ads, AOB in chosen radio stations in metro Manila and radio spots on provincial (Mindoro, Davao, Bicol, Palawan)

Print Ad Size: half page, full color, Sunday and Wednesday edition, Philippine Star and Abante in front page.

Outdoor Billboard - along EDSA and in those target provinces.

III. Media Scheduling

Television- breakfast, launch, and dinner, 1st week of March to first week of May (summer)

Radio- 2nd week of January to Feb. before the peak season for Metro Manila and for the provinces 2 weeks after the TV commercial in national.

Newspaper- will be launch during breakfast with TV ads to support the TV ads.

Billboards - all throughout the year in national and quarterly in the provinces.

V. Time Table

The time table shown all the plans and how the Ads will be advertise, the time, specific dates and so on.

VI. Budget Utilization

We utilize our budget to use it efficiently and effectively. To give awareness to the people about the upcoming energy crisis for them to be ready with it in the most convenient way.

Common Reasons for utilization of Ads Budget

To maximize the use of it. To achieve the purpose of Advertising Choose what advertising medium is the best to use with a least cost

and have a wide reach and frequency.

VII. Statement of Evaluation

To people who follow the energy industry closely, it’s a common occurrence to come across announcements from companies proclaiming to have developed the key to the ‘next big thing’ for solving the world’s energy crisis. Maybe they say they can take any sort of waste biomass and turn it into fuel — ethanol, diesel, pyrolysis oil, mixed alcohols — at very low cost. Or they say they can produce renewable electricity at a price competitive with coal.

A focus group will be conducted with purposive sampling that will include all ages living in areas 45 miles surrounding on most affected places. To evaluate their reactions to power crisis, Open-ended questions should be asked revolving around their awareness and opinion on power crisis looms in 2015. The video should then be played and sharing then encouraged to obtain respondents' emotional response to the clip and what their conceived perception. Testing will be done in November before the release of the videos to measure the effectiveness of that tactic and to make adjustments if necessary before the production and release of the other videos.

APENDICES

C. Storyboard for TV Commercial

The camera will focus on the members of the family

The mother is cooking

The father is in an office room doing office work

His brother is in the room playing online games

Her sister is in the room surfing on the internet

The camera will focus on a 7 year old child watching television.

Suddenly, something flashes on the television about rotational brownout.

He walked towards his sister’s room.

Camera is from his back to small

He is now in his sister’s room. He sat beside her to tell her about the rotational brownout.

But she doesn’t mind him.

The camera will follow the child from her sister’s room to his brother’s room.

He sees the sign on his brother door “ Don’t Disturb”

As well as to his father’s office

He walks towards his mother

His mother explains to him about rotational brownout and why it happens.

He thought about the things he would do if the said rotational brownout would occur.

He got all his things, and appliances in the house that will give light

He put them all in living room.

When the night came, the said brownout happened.

All of their gadgets were drained.

So they came out of their room.

They saw their younger brother playing with their mother..

And they saw where the lights come from.

The father, sister and brother joined them to play in the living room

(Background song playing)

The village is very dark and other houses have current.

Camera will zoom out and the whole place will be seen.

Title here: Lights Out, Quality Time

Radio ad

“FAMILYTIME”

SFX: (You can hear someone is watching video, then some on is playing music, and sound effects of an online game. Then suddenly everything went shutdown)

(sound effect of something had been putted down and a sound effect of getting something in rush) and every one shouts “MOM!” “HON!”

SFX: (a sound of rushing feet’s and someone going down the stairs, someone running all leads to the living room)

(A sound of feet’s stopped. Then a giggle from everyone) a sound effect of a flashlights being turned on)

(Than an acapella of different human sounds) “TUGS! TUGS! BOOM! TUGS! TUGS! Boom” like they’re in a party

VOICE OVER: “with a variety of time keep your family bonded even in times like this”

Billboard and Newspapers Ads

Chart of Media Scheduling

Jan Feb March

April May

June July Aug Sept Oct Nov Dec

TV localPRINTNewspaperPhil. Star

AbanteBillboardMetro ManilaProvincesRadioMetro ManilaProvinces

Budget Allocation- Radio

Area Station

Freq/week Cost/30s

Period (week)

Total Spot/week

Total spots

Actual Cost

Metro Manila9AOB-extra talent cost 60,00)

101.9 M-F 5,000 3weeks Jan3weeksMar-Apr3weeks Jun3 weeks Aug-Sep

15151515

45454545

225,000225,000225,000225,000

Mindoro M-F 3000 3weeks Jan3weeks May3weeks July3weeks Oct

20202020

60606060

180,000180,000180,000180,000

Davao M-F 3000 3weeks Jan3weeks May3weeks July3weeks Oct

20202020

60606060

180,000180,000180,000180,000

Bicol 93.5 M-F 3000 3weeks Jan3weeks May3weeks July3weeks Oct

20202020

60606060

180,000180,000180,000180,000

Palawan 89.9 M-F3000

3weeks Jan3weeks May3weeks July3 weeks Oct

20202020

60606060

180,000180,000180,000180,000

Total Cost: 3,780,000Budget Allocation- Print Media

Publication Freq Circulation Size Rate Insertion Dates

Total Ads

Total Cost

Newspapers:Phil. Star

Abante

Billrobard:EDSA BillboardProvincial Billboard

W-SW-S

6 months4 months

250,000200,000

HPFCHPFC

40x640x6

150,000125,000

200,000100,000

Jan. (3 weeks)Mar. (3weeks)Feb. (3 weeks)Apr. (3 weeks)

Jan-JuneJan, March, Sep, Jun, Nov

6666

1220

900,000900,000750,000750,000

2,400,0002,400,000

Budget Allocation-for TV

Time (weeks) Grps Spots/week Total spots/30s Cost

5 weeks January-Feb6 weeks march-AprMay 3 weeks2 weeks June3 weeks Sept3 weeks Nov.

12001300300200300300

25308688

12518024122424

13,200,00015,500,0002,124,0001,600,00

2,124,0002,124,000

Budget Allocation Cost Summary

No. Description/item Cost Total Cost1 Print Ads 7,700,000

Newspapers 3,300,000Billboards 4,400,000

2 Radio Ads 3,780,000Metro Manila 900,000Provincial 2,880,000

3 TV Ads 36,672,000Local TV 36,672,000

Over All Cost 48,152,000

Budget Utilization

Print AdRadio AdTV Ad