An integrated marketing communications campaign for Infotech Development Systems (IDS) Colleges Inc. in Ligao City, Albay

Clicks: 2
ID: 286745
2023
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Steady

Ranked #1,257 of 3,757 articles by views in Malay Journal

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 3,757 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
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: 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.
Reference Key
persistent_1760659519_68f1883f6c17d Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Cabredo, Shaira Mae Vergara
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/98
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.