advertising finals
TRANSCRIPT
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Proposed Advertising and Promotions Plan
October 6, 2012
COLGATEFor BAM 104 Class Requirement SY 2012-2013 1st Sem
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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.
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Target Audience
The target audience- All Levels of High School Students- Parents of the following students
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RELEVANT IMC TOUCH POINT
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EVENT
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Objective
• To create brand and product awareness.• To show target audience how graduates from
Miriam College with a CBEA course can excel.
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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
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SPEAKER
• Ivonne Chan Profile
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Cost Estimates
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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.)
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PRINT MEDIA
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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
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FLYER (FRONT)
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FLYER (BACK)
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Cost Estimates
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Key Performance Index (KPI)
• Number of examinees who choose a CBEA course
• Number of respondents directed via flyer information
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Objective
• To inform students about the MCET review center as an aide in increasing acceptance
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Banner (small)
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Cost Estimates
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Key Performance Index (KPI)
• Number of enrollees
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Objective
• To attract the attention of potential high school students who are considering their future course or school
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POSTERS
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Cost Estimates
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Key Performance Index (KPI)
• Number of respondents via poster
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OBJECTIVE
• To spread news by taking advantage of social media’s user database and familiarity
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Internet / Interactive
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KEY PERFORMANCE INDEX
• Number of page likes• Magnitude of Audience Participation
(commenting, sharing, tagging, etc.)
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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
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2012 2013
July Aug. Sept. Oct. Nov.
Dec. Jan. Feb. Mar. April. May
June
Word of mouth
MCET
Internet/Interactive
Facebook Fanpage