An integrated marketing communications campaign for Green Antz Builders, Inc.

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ID: 286737
2023
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Abstract
The Philippines ranks first in the world for releasing the most plastic into the ocean, generating an estimated 356,371 metric tons of plastic waste each year (World Population Review, 2021). Adding to this problem, 70% of the Philippine population lacks knowledge and access to proper disposal facilities, leading them to dump waste into the oceans. In response to this environmental crisis, Green Antz was founded in 2013 with a mission to create sustainable and environmentally responsible communities through innovative solutions. The focus of this integrated marketing campaign is the 'Pezara App' developed by Green Antz to act as an environmentally impactful tool for plastic recycling and collection. This user-friendly app aims to make recycling enjoyable while benefiting users through a reward system and positively impacting the environment. The Integrated Marketing Communications plan aims to enhance Green Antz's brand image while effectively launching the Pezara App. Key objectives include boosting brand awareness, achieving 50,000 Pezara app downloads by the end of Q4 2024 with an 80% retention rate, encouraging positive app store reviews, and generating revenue through advertising partnerships, aiming for a 15% increase by the end of Q4 2024. The target market for this campaign comprises Gen-Z and Millennials in the Greater Manila area. Research, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) and a Usage, Image, and Attitude (UAI) survey, highlighted factors influencing users' intentions for using recycling apps, such as Performance Expectancy, Facilitating Conditions, Impact Awareness, and the Desire for Notoriety. The proposed campaign aims to leverage these findings, emphasizing the Pezara App as a reflection of users' commitment to the environment. Social media emerges as a crucial channel for the target market, as revealed by the UAI and in-depth interviews. The Attention, Interest, Desire, Action, and Retention (AIDAR) marketing strategy are structured in three phases: The Loop Begins, Sustainability Revolution, and Circular Pledge and Beyond.
Reference Key
persistent_1760659489_68f188213e48b Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Alagon, Jedys P.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/100
Keywords Keywords not found

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