ADVOCACY ADVERTISING

I. EXECUTIVE SUMMARY 4
II. SITUATION ANALYSIS 4 A. Industry Study: 4 1. Composition/Size/Market Segments 4 Small and Medium Scale Enterprises 4 Microenterprises 5 2. Current Situation 6 a) Microenterprises 7 b) Small Scale Businesses 7 c) Medium-Sized Businesses 7 3. Similar Campaigns 8 a) “Made In” vs. “Product Of” vs. “Owned by” (Australia & South Africa) 8 b) Buy Philippine Made Movement, Inc. 9 c) Seal of Excellence 9 d) Action Plan 10 4. Market Study 10 a) Colonial Mentality 10 b) Products Consumed 11 B. Definition of Issues 13 1. Philippine Made 13 2. Patronization of Philippine Made Products 15 3. Perceptions on Campaigns for Philippine Made 16 C. Position of Advocate 18 1. Mission and Vision: 18 2. Resources: 18 3. Competition: 19 4. SWOT Matrix: 19 5. TOWS 20
III. DEFINITION 22 A. Identification of Target Market 22 1. Primary: Youth 22 2. Secondary: Yuppie 24 B. Target Publics 24 C. Recipients 24 D. Product 25
IV. GOALS AND OBJECTIVES 25 A. Short term 25 B. Medium term 25 C. Long term 25
V. MARKETING MIX 25 A. Market Targeting 25 1. Size of the New Market 25 2. Demographic Characteristics 26 3. Psychographic Characteristics 26 4. Behavioral Characteristics 27 Primary Research Data 28 B. Product 30 C. Sales and Distribution Program (Please see Media and Public Reltions Program) 31 D. Marketing Communication Program 31 1. Message Analysis of Short Term Objectives: 31 2. Advertising Program 31 a) General Objectives 31 b) Creative Strategy 31 (a) Target Person 31 (b) Creative Objective 32 (c) Consumer Promise 32 (d) Support 32 (e) Brand personality 33 (f) Tone and Mood 33 c) Creative Executions 33 Big Idea 33 d) Media Strategy plus Rationale 33 (a) Target Market 33 (b) Media Itinerary 33 (c) Media objectives 35 (d) Media mix and media rationale 35 e) Media plan and schedule (Refer to Appendix) 37 f) Allocation of Advertising Budget (Refer to Appendix) 37 3. Public Relations program 37 a) MPR objectives 37 b) MPR strategies 37 c) MPR recommendations 38 (a) Message 38 (b) Media 38 (c) Program 38
VI. INVESTMENT PLANS (Refer to Appendix) 41
VII. EVALUATION OF THE ADVOCACY CAMPAIGN 41
VIII. CONCLUSION 41

EXECUTIVE SUMMARY

Our country is in a state of deep turmoil. The Philippines is eleventh among the most corrupt nations in the world burdened with a heavy fiscal crisis and government instability. In all these, the youth remain unaware of what role they should fulfill in the society. Young Filipinos question the future value of their present investments in education, in family and in relationships.

Through primary research, survey reveals that the Filipino Youth and Young Professionals are already buying locally made products and services. In addressing this insight, the proponents of this paper have realized to implement Filipino Youth Initiative – a campaign that stresses the youth’s role in nation building, which is encapsulated in the theme Just Buy. This campaign shall focus in exploiting the power of one step and one person. It recognizes that the fruitful effects of purchasing a locally made product cascades to increased demand and further heighten overflowing job opportunities, hence a secure future for the youth and young professionals.

This campaign shall be executed through various communication strategies. Advertising plays a vital role in creating awareness and pulling interest from the targeted publics and market segments. Media in the form of traditional and non-traditional channels shall be utilized through television commercials, radio advertisements; magazine articles, button pins, t-shirts and kits. This will be supported with a comprehensive public relations campaign that includes job fairs, school tours, events, and a thorough discussion in a press conference.

The campaign will run from December 2004 until November of the following year. However, the proponents of the campaign have prepared the advocacy objective and strategies that will run for a 5-year period.

SITUATION ANALYSIS

1 Industry Study:

1 Composition/Size/Market Segments

Small and Medium Scale Enterprises

The government’s idea of job generation from the Philippine labor market is greatly affected by the business organizations that operate within the country. These business organizations may be classified as micro, small, medium, and large; depending on the number of people they employ and their capitalization.

In an article written by Kristin Hallberg entitled “A Market-oriented Strategy for Small and Medium Scale Enterprises", she stressed that small and medium enterprises include a wide variety of firms that range from village handicraft makers, machine shops, restaurants, and certain computer software firms. In keeping with the dynamic industries ventured by the small and medium enterprises, businesses must possess a wide range of sophistication and skills that enable them to operate in various markets and social environments.

Moreover, the diverse nature of small and medium enterprises allows businesses to be dynamic, innovative, and growth-oriented while the others remain as traditional “lifestyle” enterprises that are satisfied with their small size. This explains clearly that owners of small and medium enterprises may or may not be poor. Furthermore, businesses in this sector employ mainly wage-earning workers that participate fully in organized markets. In addition, this explains the occurrence of small and medium enterprises that become competitive in domestic and international markets.

SME’s in the Philippines are present in several industries including facial and skin care, fashion and apparel, food, and food services. Companies such as Godiva Incorporated and SA Goldon specialize in beauty products such as whitening lotions and acne cream, products, which the female youth use. Local fashion and apparel companies such as Figlia, Fred Perry, and Cindy Carol manufacture products, which can compete in the international market in terms of quality and design. The Philippines is also abundant in companies that have made their mark in the food industry. Lapid Foods and Tentay Food Sauces Inc. are known not just locally, but also in other countries for the superior quality of products they offer.

Microenterprises

On the same article, Kristin Hallberg also discussed the nature of micro enterprises that normally comprise a family business or self-employed persons operating in the semi-formal and informal sectors of the economy. According to her, most micro enterprises have little chance of growing into larger scale firms. However, increasing the demand for goods and services provided by the micro-sized businesses will not necessarily make the business grow but encourage more people to venture in the micro-business to meet the demand. This is coupled by competitive chances of having a bank financing approved and the battle against international competitors. Moreover, Hallberg stressed that these problems gave rise to the mediation of distinct institutions and instruments in order to serve the business organizations that fall under this category.

Source: Kristin Hallberg, A Market-Oriented Strategy for Small and Medium-Scale Enterprises

1 Current Situation

The statistical definition of small and medium enterprises usually varies but have been categorized based on the number of employees or value of capitalization/ assets (DTI, 2004). Small enterprises are those that employ a lower limit set of 5-10 workers to an upper limit of 50-100 workers while medium-sized enterprises comprise of workers totaling between 100-250 people. However, the criterion also depends on the population size of a nation.

The Department of Trade and Industry MSME Development Plan and National Situationer in 2004 reveals that MSMEs comprise 99.6% of all companies operating in the Philippine market. The micro business industry earns less than 3 million on an annual basis. The micro business that employs 1-9 workers accounts for 743,949 firms that 91.6% of the Philippine business. Small businesses that earn 3.1-15 million and employ 10-99 workers account for 61,762 firms which represent 7.6% of registered firms in the country. On the other hand, medium-sized firms that earn 15.1-100 million annually and employ 100-199 workers account for 2,923 firms, which comprise 0.4% of the registered firms. All of the micro, small, and medium-sized firms only contribute 32% of the total Gross Domestic Products. It is to be noted that the majority of Philippine businesses contribute only a very small output in the GDP, considering that they use up majority of the domestic labor force. This is because micro, small, and medium-sized firms have a limited production capacity as compared to large firms (DTI, 2004).

In comparison to other Asian countries, the Philippines ranks 4th after Japan, Indonesia, and China as to the number of MSMEs and its percentage to the total number of business organizations. Also, we maintain 4th place after Indonesia, Japan, and China with regard to the employment level generated from MSMEs.

1 Microenterprises

According to the 2000 data of DTI (APPENDIX A), the top three industries that have the most number of Micro establishments are: 1. Wholesale/retail Trade &Repair of Motor Vehicles 2. Manufacturing 3. Community/Social and Personal Activities

Moreover, the top three industries that employ the most number of workers in the micro businesses are: 1. Wholesale/retail Trade &Repair of Motor Vehicles 2. Manufacturing 3. Hotels and Restaurants.

2 Small Scale Businesses

In analyzing the small-scale businesses, 2000 data of DTI, says that the top three industries that have the most number of establishments in this category are: 1. Wholesale/retail Trade&Repair of Motor Vehicles 2. Manufacturing 3. Community/Social and Personal Activities.

In addition, the top three industries that employ the most number of workers are: 1. Wholesale/retail Trade &Repair of Motor Vehicles 2. Manufacturing 3. Hotels and Restaurants.

3 Medium-Sized Businesses

In the case of medium-sized businesses, the top three industries that have the most number of established firms are: 1. Manufacturing 2. Wholesale/retail Trade&Repair of Motor Vehicles 3. Education.

While the top three industries that employ the most number of workers are: 1. Manufacturing 2. Wholesale/retail Trade and Repair of Motor Vehicles 3. Education.

As seen in the data, the top three industries for a certain classification of business organization most often than not matches to the employees needed. A direct relationship is established between two factors in consideration. Furthermore, it stresses the type of industries that generate job most. Thus, it may also be beneficial to add opportunities in other industries as not to over saturate the employment on the top three fields.

Refer to APPENDIX A.

2 Similar Campaigns

In analyzing the competitive advantage of the Filipino made industries, it is also necessary to understand the similar campaigns created in other countries to create jobs by promotion of local product consumption. This will include an in-depth comprehension of the definitions and boundaries set on the campaign.

1 “Made In” vs. “Product Of” vs. “Owned by” (Australia & South Africa)

In Australia, they use the phrase ‘made in Australia’ to explain that at least 50% or more of the cost of producing a product is attributable to the manufacturing process that occurred in Australia. Moreover, they define ‘product of’ as all of the product’s ingredients come from Australia and nearly all the manufacturing is done in the Australia. These products are those that carry their Australian Made Campaign since it speaks of both materials and labor.

Source: http://www.australianmade.com.au/faqs.htm, 2004

Their campaign made most Australians concerned of where the product was made since the consumers also imbibed a deeper understanding on the subject matter as it created jobs in the domestic labor market.

Source: http://www.imc.org.za/documents/aus_branding.stm

In another similar campaign “made in South Africa”, they defined the concept of ‘made in South Africa’ in products and services that incurred 50% of its production costs, including labor, in South Africa. It also made sure that products were not just repacked but underwent a transformation process. The products deemed ‘made in South Africa’ must meet high quality standards set, commit to good labor relations, and abide by environmental safety standards.

Source: http://www.imc.org.za/documents/aus_branding.stm Source: http://www.proudlysa.co.za/about/index.html

The similar campaigns launched in other countries to change the local residents’ purchase behavior is relevant in understanding the campaign’s feasibility and is relevant in the creation of effective strategies that may be applied to the Philippine setting. However, many factors in a domestic market may be different and must be taken into consideration.

Refer to APPENDIX C.

1 Buy Philippine Made Movement, Inc.

The onset of the import liberalization had greatly impacted on the Philippine industries. With this coupling with the “colonial” mentality of many Filipinos, it created a strong adverse effect to the local products. With these, businessmen and industrialist made a movement to patronize locally made goods. This is founded on the belief that Filipino made products can compete against foreign products.

Source: http://en.wikipedia.org/wiki/Colonial_mentality, 2004

The Buy Philippine-Made Movement Inc. is a positive response to the government’s import liberalization program. Local industries were forced to improve the quality and pricing of their products to be globally competitive. Thus, this ensures the sustainability of industries that produce Philippine made products.

Source: http://www.ffcccii.com.ph

On January 15, 1988 President Aquino issued Proclamation No. 206 declaring February 1988 as the Buy Philippine Made Month.

Source:http://www.ncca.gov.ph/culture&arts/profile/laws.htm

2 Seal of Excellence

In line with the program, it is necessary that consumers can easily identify the products that participated in the Movement. With this, the Buy Philippine-Made symbol, a corporate logo for the movement as well as a seal of excellence for products and brands that meet the accreditation criteria, was included in the primary packaging or label. This design makes use of an adaptation taken from one of the earlier Philippine flags, which shows a red, stylized motif of the sun. The phrase “around the sun” emphasizes nationalism and pride attached to the making of Philippine products: PROUDLY PHILIPPINE-MADE.

3 Action Plan

This movement has set the program of actions planned and initiated to deliver the campaign to the public. In communicating the campaign, the company coordinated a tri-media campaign that ensures national coverage and utilizes the services of well-known and respected personalities to enhance awareness. In fact, one of the key personalities of the campaign included Former President Corazon Aquino who volunteered to personally appear in media campaign as an expression of her commitment. (BPMM Brochure, 1989)

The Proudly Philippine Made campaign used the slogan: “PINOY YATA ‘TO!” The slogan seeks to change the public’s buying preference from imported to locally produced goods. (BPMM Brochure, 1989)

Source: BPMM brochure as of 1989.

5 Market Study

1 Colonial Mentality

This campaign has been set to boost the locally made products. However, certain challenges are met by the campaign. The Filipino consumers are tainted with the colonial mentality – a notion that certain nations who had been conquerors of others are superior to the former colonies. This social sickness has several negative effects on the psyche of the Filipinos. This social problem strongly affects the conceptualization of goods, ideas for selling the product, and advertising strategies. It is because the colonized consumers patronize the products of the colonizers and the pattern their own products on those goods. This social sickness had challenged the campaign since local consumers believe that products from foreigners are much better in quality than their own locally produced goods.

This problem was present in all goods produced locally. However, government through the Department of Trade and Industry intensified its campaign specifically for products that are accredited with the BPMM seal of excellence.

Source: http://en.wikipedia.org/wiki/Colonial_mentality http://www.inq7.net/2003/oct/21/ent_20-1.htm

2 Products Consumed

Product Consumption of the youth and yuppies

Table: Top 3 Products consumed by the Youth and the Yuppies
|Product Category |Top 1 |Top 2 |Top 3 |
|Apparel |Bench |Guess |Kamiseta |
|Bags |Jansport |Girbaud |Esprit |
|Shoes |Nike |Rusty Lopez |Celine |
|Facial Care |Pond’s |Clean and Clear |L’Oreal |
|Cosmetics |Avon |Bodyshop |Watson’s |
|Coffee |Nescafe |Starbucks |Café Puro |
|Health Drinks |Gatorade |Milo |Extra Joss |
|Softdrinks |Coke |Sprite |Royal |
|Bottled Water |Wilkins |Viva |Absolute |
|Alcoholic Beverage |San Miguel |Red Horse |Vodka Cruiser |
|Snacks |Jack and Jill |V-cut |Lay’s |
|Food Service |Mcdonald’s |Jollibee |KFC |
|Camera Phones |Nokia |Samsung |Sony Ericson |

Source: APPENDIX D

The table enumerated the top 3 products per category that both the youth and yuppies consume. This was the result of the primary research the group conducted for the paper. (APPENDIX G and H)

Based on these results, it can be seen that the youth and yuppies consume both foreign and locally produced brands. In fact, it can also be seen that some of the top brands in categories such as apparel, alcoholic beverages, bottled water, and snacks are Philippine owned and made products. IT CAN BE OBSERVED THAT THE YOUTH ARE ALREADY CONSUMING LOCAL GOODS. (APPENDIX H)

In relation, it is important to take note also of the products perceived with a positive outlook for the next years, especially from the youth and yuppie target market segments respectively.

In terms of the health and personal products division, cosmetics and toiletries is a booming industry. This is also true for relevant product categories such as beauty products. Consumption of skincare products has increased to 17% in 2000. This may be supported by the desire of the Filipino youth for fairer skin. As such, proliferation of skin lighteners, whitening creams, and lotions are fast moving in the market.

Source:

http://www.theinfoshop.com/study/eo22913_cosmetics_philippines.html, 2004

Still, health and beauty is also affected by proper nutrition that involves the diet of the youth and yuppie segments. Diet involves food and beverages since these categories compliment each other. When it comes to snack, the industry has reached a high growth rate recently. This brought western companies to increase their access to the local snack market due to urbanization.

Hand in hand with meals and snack is the consumer food service industry, offering convenience to consumers in terms of purchase, consumption, and disposal. Consumers seek readily available food, and thus companies look to increase the accessibility of their products by making them available near schools and places of work. In the terms of recent market trends, the industry has seen an upswing in the popularity of bottled water, coupled with an increase in the number of soft-drink variants available in the market.

Complementing the food requires understanding of the hot drinks and alcoholic drinks in the beverage category. Hot drink consumption had a 4% volume growth while a 7.5% current value growth with the consideration of political and economic issues. This growth may be attributed to the inclusion of hot drinks in the Filipino culture. Moreover, the culture dictated a time-poor society that has brought acceptance to hot drinks to the targeted market segments. In addition, coffee dining had been an emergent culture in the urban areas. Furthermore, alcoholic drinks grew by 5% in 2002. This growth rate is the largest growth rate in the past two (2) decades. Growth was possible by targeting marketing efforts to grown men and entry drinkers. It is because beer had been positioned as a fashionable drink for the entry drinkers since they have the predisposition, money, and urge to spend.

Another set of promising industries for the youth and yuppie targeted market segments include clothing, apparel, sports and recreation goods, it is foreseen that these businesses appealed to the youth and upwardly mobile Filipino market. These industries have been promising and stable because of the estimated four-hundred thousand (400,000) to eight-hundred thousand daily shoppers who patronize goods sold in retail outlets.

Finally, there is much promise seen in the market for camera phones, another relevant product category whose ultimate value and utility fit the characteristics of the Filipino youth and young adult segment. This camera phones category is seen to grow by as much as 50% on a compound annual basis until 2007. It also stresses the importance of the Bluetooth, digital printing, and brand equity to cellular phones nowadays.

Source: http://www.the-infoshop.com http://www.ffcccii.com.ph (Cruz, E. & FIBER, 2002)

1 Definition of Issues

1 Philippine Made

In identification of Philippine Made/ Pinoy, a Pinoy product is defined as a commodity that is produced and packaged, or any service delivered, in the Philippines employing Filipino Labor. It is Pinoy if the product or service is by any establishment registered under Philippine laws and legitimately doing business in the Philippines.

Economic activity has now turned global. Increasing competition has encouraged economies to improve the quality and design of products, reduce production and marketing costs, and increase efficiency. This is the foremost reason why the Buy Pinoy campaign was launched.

In recent times, the Philippines experienced a drop in exports. Our major trading partners are going through economic recession as uncertainty bounds the global market. Until the global situation rebounds, we need domestic consumption to help our economy survive, recover and prosper.

In the local market, domestic industries face increasing competition from other countries. Tariff reduction, as committed under the World Trade Organization (WTO), has made these imports cheaper. Aggravating the situation further is the Filipinos’ preference for goods that are imported and the problem of unabated smuggling and dumping of goods from other countries. Unless our products become competitive and problems are addressed, our market will continue to become smaller.

Supporting local industries by patronizing Pinoy products will help these industries not only to survive difficult times, but also to grow and thereby boost our economy. Increased sales will encourage them to produce more affordable and better quality goods and services and become globally competitive.

The need for instituting such a campaign directly addresses the fact that each and every Pinoy product that we buy not only protects Pinoy industries, more importantly, it secures and creates Pinoy jobs. Every job we keep saves a family from poverty. Every worker we employ is a buyer and a consumer. Thus, buying Pinoy strengthens our economy.

Source: “The Buy Pinoy Campaign: An Interview with Mr. Francis Chua, http://www.ffcccii.com.ph

The concern of Buy Pinoy is focused primarily on the objective of making buying Pinoy products a part of the Filipino culture where consumers are driven to buy locally made products and are consciously aware of helping support the survival of local industries.

It must be noted that the Buy Pinoy campaign is not equal to anti-globalization. Because Pinoy products, as they have defined it, include foreign companies and imported brands as long as they are operating in the country and are employing Filipino workers.

2 Patronization of Philippine Made Products

The need for patronizing locally made products is not only an issue that is relevant to the Philippines. Rather, research shows that other countries such as South Africa and Australia have conducted studies and designed a campaign similar to our own Buy Philippine Made Movement.

The Philippines, South Africa, and Australia implemented the campaign for a similar issue: To uplift the patronage of locally made products. It was the three countries primary objectives to create jobs in their nation by increasing the demand for locally made products and rendered services, thus increasing employment opportunities for its labor market.

The Philippines’ Buy Philippine Made Movement focused more on highlighting the product and its competitive quality among international counterparts by having a standard “seal of excellence”. In Australia, focus was made on consumers’ awareness and behavior to change buying preferences towards locally made goods. While in South Africa, the campaign went beyond simply promoting their local goods by aiming to uplift fair labor standards and ensure environmental responsibility among all stakeholders.

Standards were set before the promotion of products and services participating in the campaign. In South Africa, products must constitute 50% of local content of the final good produced. In another light, the Philippines practiced competitive pricing and being at par or even better than foreign counterparts.

The stages of executing the campaign underwent several steps and procedures. It was important for the Filipinos to be aware and educated as consumers. This is necessary for the consumers so that they may be able to compare products objectively. Thus, this challenged manufacturers to improve the level of their production and focus on their competitive advantage. Big companies initiate action by branching them out down to the small, micro, and medium scale businesses. Furthermore, consistency and clearness of the how consumers can identify to Australian made products was supported thoroughly by implementing the Australian Made Code of Practice.

This campaign transcends beyond the objective of promoting locally made products to be patronized by its domestic market. It is designed to build on a long term effect in the nation by strengthening the economy of these countries by promoting employment and developing more potential industries. South Africa even motivates its domestic market to participate actively in this endeavor through financial benefits.

In any country aiming for economic viability and sustainability, the role of MSMEs is critical in providing the majority of the domestic laborers enough financial growth. It also boosts the people’s morale to enhance their performance in their industry that sets the competitive advantage for our businesses. This is necessary in a dynamic and global economy to ensure the long-term benefit to its people.

In analysis of such issues, Filipinos must patronize Philippine-made products and services as a way to survive the global economic slowdown that has caused a severe drop in the country’s exports.

3 Perceptions on Campaigns for Philippine Made

It is surprising how little or the absence of articles and materials to describe the youth and the yuppies’ perceptions on Philippine made goods are available. This is due to the fact that most articles concentrate on talking about Filipinos as a whole, and there are only a number of Philippine Marketing books on shelves.

It is a known fact that Filipinos love products that are “imported”. Why not? If such products are cheaper and promise a higher level of quality? Moreover, buying a foreign good has an added value for the consumer as it elevates the image he/she projects to others. But recently, you will find that most international/foreign brands are having their products manufactured here. Take for instance L’oreal France, Siemens, Motorola, Intel, and Timex (Sycip, 1996). So it is really not a question of where it is manufactured, but what image the brand projects to its consumers.

If you look at San Miguel Beer, it is 100% Filipino. It is patronized by Filipinos and foreigners alike. Even our furniture industry “have found their way to the middle and high-end markets abroad like the United States, Japan, Great Britain and Northern Ireland, Australia, Saudi Arabia, France, Netherlands, the United Arab Emirates, Spain, and Canada” (Dumlao, 2003). Filipino designers like Monique Lhuillier and Rafe have made it big in New York, having Hollywood actresses as clients. And we still wonder why it is hard to sell something distinctly Filipino to Filipinos. It has something to do with the way we think about our products.

Although you will certainly find that International companies are tailoring their approach to better accommodate the taste of the locals. For instance, MTV came out with MTV Philippines. Even McDonald’s is adopting a local flavor due to stiff competition with Jollibee Food Corporation. Being Filipino is starting to sell. Or it just means that for a Filipino product to sell, it has to have a Western tinge to it.

Source: Sycip, Washington. (1996) “Asian Perspectives: On Business and Management, Economic Success, Governance”. University of the Philippines Press, Quezon City.

Arceo-Dumlao, Tina. “Filipino’s creativity creates niche in furniture industry”. February 14, 2003. PDI.

As stated in the case, the “Buy Filipino” campaign is the government’s solution to the lack of jobs in the country. This takes on the same approach used by both South Africa and Australia. It was said that Australians prefer Australian “made” than “owned”, “because jobs benefit many and must stay in Australia, while profits benefit few and may be invested offshore, irrespective of ownership. Although, the Australian Made Campaign created confusion among its consumers because of the mixed messages being communicated. Would it mean that if a product is not Australian Made but is from an Australian owned company, the consumer should not buy it? In addition, the consumers were “confused by the plethora of signs, symbols, words and other devices to show that products are Australian made

On South Africa’s part, research conducted showed that people are encouraged to buy South African products “if they knew buying South African products would help in the country’s efforts at job creation” (Irwin, 2004). So in both cases, you will see that consumers buy local products for what they symbolize, which in this case is job generation and “a better future for the country”. Will it work for the Philippines? It depends on the level of nationalism Filipinos have for their country.

Source: Irwin, Ron (May 31, 2004) Proudly South African http://www.brandchannel.com/features_effect.asp http://www.imc.org.za/documents/aus_branding.stm

2 Position of Advocate

1 Mission and Vision:

Vision

To have Filipino youth and young professionals be committed to the Filipino Youth Initiative (FYI) campaign and will give priority in patronizing Filipino Made products. In doing this, it will preserve and create higher employment opportunities for the future Filipino youth and young professionals.

Mission

The mission of the Filipino Youth Initiative campaign is:

• To have a unified theme for all organizations advocating FYI. • To be able to encourage other organizations, sectors, and government offices to be involved with the FYI. • To create awareness of the concept of Filipino made • To realize conscious awareness among the targeted publics and market segment that patronizing Filipino made products provide jobs that secure a better future.

2 Resources:

The proponent of the advocacy campaign does not push companies to give only money but also support whatever activities they can contribute for the campaign. Some of the events were done in various colleges and universities. The launching and press conference was done in partnership with the Philippine Trade and Training Center. Moreover, CEOs/Presidents of the partner organizations accept speaking engagements to spread awareness of the Filipino Youth Initiative campaign.

To date, the following organizations express their utmost support in the campaign:

➢ Chamber of Commerce of the Philippines Foundation, Inc. ➢ Chamber of International Trade ➢ Chemical Industries of the Philippines Inc. ➢ Employers Confederation of the Philippines ➢ Federation of Filipino-Chinese Chamber of Commerce and Industry Inc. ➢ Federation of Philippine Industries ➢ Federation of Philippine Textile Industries Inc. ➢ Makati Business Club ➢ Management Association of the Philippines ➢ National Market Vendors Confederation of Cooperatives ➢ Personnel Management Association of the Philippines ➢ PHILEXPORT ➢ Philippine Association of National Advertisers ➢ Philippine Association of Supermarkets Inc. ➢ Philippine Chamber of Commerce and Industry ➢ Philippine Marketing Association ➢ Philippine Retailers Association ➢ Philippines Inc. ➢ Smuggling Watch

3 Competition:

The Filipino Youth Initiative campaign considers two instances as its competition. First, the lack of awareness, concern, and knowledge of Filipinos that some foreign made brands actually generate job opportunities in the Philippines. Filipinos are not informed that a Philippine made product entails at least 50% of production process including labor is from the domestic market.

4 SWOT Matrix:

|Strengths |S1- The youth can be targeted for a longer time |
| |S2 - MSME’s possess a wide range of sophistication and skills |
| |S3 - MSME’s compose 99.6% of all companies in the Philippines |
| |S4 - MSME’s employ 70% of the workforce |
| |S5 - Advertising medium is mainly television |
| |S6 - Previous campaign, Buy Philippine Made Movement, was launched earlier |
| |S7 - The campaign can promote job generation and help the economy |
| |W1- Serving MSME’s often require distinct institutions and instruments |
| |W2- MSME’s contribute only 32% to GDP |
| |W3 – The government, specifically the DTI, lacks the initiative to support the campaign |
|Weakness |W4 – The different Philippine made products available in the market are unclear. |
|Opportunities |O1 - 72% of the youth are open to consume local goods |
| |O2 - 55% of the youth like to watch TV advertisements |
| |O3 - Target segment is relatively young |
| |O4 – Other groups have implemented their own “Buy Philippine Made” campaign |
| |O6 – The current economic situation and the impending fiscal crisis requires the need for a |
| |campaign that can answer these problems |
| |O7- Colonial mentality exists |
|Threats |T1 - MSME productivity is lower compared to other Asian countries |
| |T2 - 59% of the youth are loyal to their brands |
| |T3- There are different interpretations of the term “Philippine Made” |

5 TOWS

| |Opportunities |Threats |
| |IMPLICATIONS |IMPLICATIONS |
|Strengths |S1-O1 The youth and yuppie segment can be an easy |S3-T1 MSME’s should be given support to help them |
| |target for the campaign |realize their full potential |
| |S5-O2 It is more likely that the target segment will|S1-T4 The target segments, the youth and yuppies, |
| |be able to see the campaigns on TV and will have a |can have different interpretations of the term |
| |positive attitude towards it. |Philippine made. A single, clear definition can be |
| |S1-O3 The purchase behavior of the youth can still |formulated. |
| |be molded | |
| |S7-O6 This campaign can address the need to | |
| |alleviate the unemployment rate | |
|Weaknesses |W4-W5-O4 Merge with different organizations to come |W3-W1- |
| |up with similar and more effective campaigns |MSME’s should focus on improving their current |
| |W6-O1 The youth will take into consideration the |situations rather than plan for expansion |
| |local products before making a purchase once they | |
| |know what the products are. | |

Based on the objectives that were identified in the case, the campaign aims to address 3 objectives: to redefine the concept of Philippine-made products, to make the target segment aware of the different Philippine made products in the market, and to create a conscious awareness that patronizing Philippine-made products contributes to job generation.

The target segment is composed of the youth and yuppie segment. The youth is aged from 15 – 24 years. They are still in school and possess a relatively high disposable “income” in the form of their allowance. They are trendsetters. The yuppie segment on the other hand, is working professionals. They are aged from 25 – 32 years. They possess high income brought about their urban professions. They are critical consumers.

There are 3 actionable implications that can be achieved during the short term, or the first year phase of the campaign. The first actionable implication (S1-T4) is the formulation of a single, clear definition of the term “Philippine-made”.

This will be achieved by implementing a strategy that will deliver a clear message to the target segment. The term Philippine made is defined as any product made by Filipinos in the Philippines regardless of origin.

The second actionable implication (S7-O6) is that the campaign can act as a medium that will address the need to alleviate the unemployment rate in the country.

This can be achieved by creating awareness in the target segment that purchasing Philippine-made products can help our country’s economy.

The third actionable implication (W6-O1) is to make the youth aware that they are already buying Philippine made goods by coming up with a campaign strategy that would enumerate the different local goods available in the market.

There are other actionable implications that will take time before they can be realized. These will be the long-term goals of the campaign. The first is to mold the purchase behavior of the youth (S1-O3). This requires a change in attitude of the target segment, which cannot be accomplished within a year. The second actionable implication (W4-W5-O4) that can be implemented in the years to come is tying up with other organizations in order to make the campaign more effective. This can be done once the groundwork has already been laid. The other implications that are actionable in the long term are regarding the improvement of the status of the MSME’s in the Philippines. Only time can tell the effect the campaign will have on the MSME’s.

DEFINITION

1 Identification of Target Market

1 Primary: Youth

The world’s present youth in general can be described as resourceful, intellectual, more independent, creative, and braver. This segment is composed of individuals aged 15-32 (http://www.intellisearchnow.com). They don’t believe what they are told but value the truth. Being connected to the community is important to them; as well as being addressed personally. Their values are greatly affected by culture, magazines, the internet, television shows and video games (http://www.intellisearchnow.com). The values they have acquired have massive influence over their purchase decisions.

According to the National Statistics Office, the Filipino youth population is 3,911,374 as of year 2000. More females comprise this segment of the society. Secondary education and enrollment in 2000 totaled only 6,077,851 with the vast majority in public institutions. Moreover, the NCR has the most number of graduates that same year. The Filipino youth of today sees the need for sustained information on sex-related issues. They also have a penchant for western influence. In a study that correlates music with the Filipino youth, it is to be noted that youth concerns include realizing life, enjoying young love, involvement in vices, and participating in youth activities. Their changing lifestyle is supported by their mobility and hurried pace. On a study conducted by Dr. Leonardo Garcia, Dean of Continuing and Professional Education of the College of St. Benilde, it was concluded that 66% of youth visited the malls once a week, while 57% of young adults visited the mall once a week.

Youth as a segment

• 36.9% of the Philippine population is aged 14 and younger as of October 2002 • Non-American youth “hunger” for Western culture, they gain access to this via cable television and the internet • There are more similarities than differences among youthful consumers, including those in their 20’s • Teens are simultaneously exposed to 2 cultural channels – local and global • The youth are a homogeneous target when it comes to music, fashion, film, video games, and technology • Teens value their sense of individualism, brought about by influences in western music, film, Internet, and news media • The youth are more focused on personal growth as opposed to community growth, both psychological and financial • Youth between the ages of 13 and 19 give higher regard on values such as individualism, ambition, and freedom, significantly higher than adults aged between 40 and 65 do. • The best way to understand the youth segment is to physically interact with them in their own environment • Asking the youth what they want and giving it to them is not advisable because you are handing to them what they already know • Geographical boundaries are not a factor when marketing to the youth • 12% of the youth aged 9-16 years old can influence purchase decisions not just among their peers but also on their parents and siblings • The youth are natural marketers • Youth influentials are perceptive and well-informed about brands, services, and issues facing them

Source: http://www.nopworld.com/article2.asp http://www.intellisearchnow.com/pwrpub_view.scml

2 Secondary: Yuppie

The term “Yuppies” is used to describe young adults in early 20s to late 30s. Most of them belong to the middle and upper social classes. Yuppies tend to be fresh from graduate school and hold a job in the professional sector. Yuppies refer to both a demographic and psychographic sector. It is because they are stereotyped with a certain behavior and attitude. As consumers, yuppies tend to follow the latest trends. They like material goods especially stocks, imported automobiles, development houses, and technological gadgets like cellular phones. Their lifestyle is time-poor which makes them seek convenience goods and services. They value behaviors that they’ve found useful in gaining upward mobility.

In Asia, most yuppies live with their parents to minimize their expenditures. This allows them to spend more on expensive items such as cars, clothes, and club memberships. However, Asian yuppies are not considered wealthy by western yuppies. Annually, their incomes increase by 10% to 15%. Most of them also rely on fringe benefits such as cars, housing, and big bonuses.

Source: http://www.learnmarketing.net/segmentation.htm http://www.raumplanung.unidortmund.de/geo/download/Peasants

Refer to APPENDIX B.

3 Target Publics

The target publics will include government agencies, the academe, and the private sector especially the media organizations.

The Department of Trade and Industry will be responsible for spearheading the campaign along with the support of youth organizations such as the National Youth Commission, who will take part in mobilizing the youth sector into action. Other private organizations may focus on communicating the message of the campaign to their members and communities. Moreover, MSME business organizations will need to invest in developing their products and services that will be able to compete in the global market.

4 Recipients

The beneficiaries of the campaign are the MSME’s or Micro, Small, and Medium Enterprises. The other beneficiaries are the youth and yuppies of today who will be the future caretakers and decision makers of the nation.

5 Product

The product is the idea that to a guarantee a secure future, the youth should just buy Philippine-made products.

GOALS AND OBJECTIVES

1 Short term

1. To redefine the concept of “Philippine-made” products to the youth and yuppie segment of the Philippine population. 2. To create awareness of the different Philippine-made products available in the market from the 60% of the target segments. 3. To promote a conscious awareness in 60% of the targeted market segments that patronizing Philippine-made products contribute to job-generation.

2 Medium term

To create a positive perception among consumers toward the concept of “Philippine-made”.

3 Long term

1. To implement a standardized system of identification for all Philippine-made goods. 2. To include the characteristic “made in the Philippines” in the evoked set of product characteristics consumers consider when purchasing goods.

MARKETING MIX

1 Market Targeting

1 Size of the New Market

Projected Population by Five-Year Age Group and by Sex, by Single-Year Interval, Philippines: 2003-2005 (Medium Assumption)

|AGE |2003 |2004 |2005 |
|15-19 |8,359,222 |8,503,638 |8,647,659 |
|20-24 |7,591,134 |7,740,004 |7,888,468 |
|25-29 |6,799,991 |6,949,594 |7,098,788 |
|30-34 |6,016,620 |6,159,749 |6,302,487 |
|Total |28,766,967 |29,352,985 |29,937,402 |

Source:www.census.gov.ph/data/sectordata/poproj03.txt, NSO

The graph shows the total size of the target market which ranges from ages 15-30 during 2004 is 29,352,985. There has been an increase of 2.04% during 2003-2004 and an expected increase from 2004-2005 4.07%.

2 Demographic Characteristics

The youth are those born in 1980-1989 whose ages are 15-24 while yuppies are those born from 1970-1979 aged 25-34. The previous composes 19.6% while the latter composes 15.85% respectively.

Globally, the youth segment is primarily composed of high-school and college students with a spending power of $100 Billion. Yuppies, on the other hand, are fresh from graduate school and hold jobs in the professional sector belonging to the middle to upper income segment.

3 Psychographic Characteristics

The youth are resourceful, intellectual, creative, and braver (http://www.intellisearchnow.com). They are natural marketers and more focused on personal growth rather than community growth (http://www.intellisearchnow.com). They value freedom, ambition, and individualism. They are affected by culture magazines, internet, TV, and video games. Their studies are impediments to media habits such as TV, SMS, Internet gaming, and music. 55% of them like watching TV ads (De Jesus, 2004).

With regard to media exposure, high-school students have high television viewership, low newspaper readership, and moderate internet use. College students, on the other hand, have moderate television viewership, moderate to high newspaper readership, and medium to high internet use.

Yuppies follow the latest trends. They are associated with material goods such as money, mobile phones, expensive cars, and prestigious urban jobs (http://www.learnmarketing.net). They are active citizens who use their civil rights. They are consumers with high esteem for quality and they do not need children as insurance for old age. They have a few social obligations as they are not inclined to sacrifice personal freedom for such (http://www.raumplanung.unidortmund.de). Like the youth, they value individualism and independence. Their work is an impediment to media habits. They favor delayed viewing (DVD, VCD) and late night TV (De Jesus, 2004). AM radio to be in the know and music depends on their mood. With regard to media exposure, post graduates have low television viewership, high newspaper readership, and medium internet use (De Jesus, 2004).

5 Behavioral Characteristics

In addition, to the above mentioned data on the youth their preferences towards electronic products and household appliances are attributed to quality, features, and design while towards clothing preferences are attributed to design and price. Attributes such as “made in” and brand are least preferred (Chua, 2002).

Taking into account the purchase behavior of youth, 72% are willing to buy local products while 59% are loyal to their brands. Moreover, 12% are willing to buy from endorsers (De Jesus, 2004). Youth influentials are well informed about brands, services, and issues facing them (http://www/nopworld.com).

In relation to recall, Filipino college students are most exposed to and familiar with clothing, household appliances, and electronics. Respondents put high regard to where their products were made. The Philippines is least remembered in the category of electronics as opposed to China, which is most remembered. Moreover, the Philippines is ahead of China by 2 and 3 places in the household appliances and clothing product categories respectively with China being the least remembered country in both categories (Chua, 2002).

Mindshare Philippines conducted their own study on the consumer behavior of the Filipino youth aged 13 – 24. Enumerated are some of the results of the study.

Purchase of local vs. foreign products by the youth
|Willing to buy local |72% |
|Disagree |4% |
|Indifferent |24% |
|Total |100% |

52% have no strong views

Viewing of TV Ads
|Likes to watch TV ads |55% |
|Disagree |6% |
|No Opinion |39% |
|Total |100% |

Brand Loyalty
|Loyal to their brands |59% |
|Tend to shift |6% |
|No view |32% |
|Total |100% |

70 % are willing to try new products

Effect of Celebrity Endorsers
|Willing to buy |12% |
|Not Affected by endorsers |44% |
|No view |44% |
|Total |100% |

Source: Nicco de Jesus, Mindshare Philippines

Primary Research Data

Based on the survey, 37.9% of respondents are aware of the “Proudly Philippine Made” campaign while 62.1% are not. Among those who are not aware, 91.3% were still not familiar with the campaign after describing it to them. 18.4% of respondents found out about the campaign through consumer products (by seeing the logo); Newspaper, Television, Radio, and Billboards/Posters follow with 16.5%, 16.5%, 5.8%, and 2.9% respectively. The brands, which they perceive to have the “Proudly Philippine Made” logo are Beam, 8’Oclock, and Unilever and Coca-Cola products.

The product categories that are frequently bought by the target market are apparel, bags, shoes, facial care, cosmetics, coffee, health drinks, soft drinks, bottled water, alcoholic beverages, snacks, fast food, and camera phones. Under each product category, the respondents frequent the following brands:

• Apparel: Bench-14.9%, Guess-9.0%, Kamiseta-7.5%; • Bags: Jansport-18.6%, Girbaud-13.6%, Esprit-8.5%; • Shoes: Nike-34.2%, Rusty Lopez-10.1%, Celine-7.6%; • Facial care: Ponds-30.6%, Clean & Clear-9.7%, Loreal-6.9%; • Cosmetics: Avon-14.8%, (Modess, Bodyshop, and Clinique)-5.6%, (Kleenex, Safeguard, Whisper, Johnson & Johnson, Palmolive, Splash, Max, and Watson’s)-3.7%; • Coffee: Nescafe-48%, Starbucks-36%, Café Puro-4.0%; • Health drinks: Gatorade-44.6%, Milo-14.3%, Extra Joss-10.7%; • Soft drinks: Coke-70%, Sprite-10%, Royal-6.3%; • Bottled water: Wilkins-23.1%, Viva-21.8%, Absolute-20.5%; • Alcoholic beverages: San Miguel-62.3%, Red Horse-14.5%, Vodka Cruiser-5.8%; • Snacks: Jack & Jill-21.7%, V-cut-10.1%, Lay’s-8.7%; • Fast food: Mcdonalds-48.4%, Jollibee-29%, KFC-8.6%; • Camera phones: Nokia-80.5%, (Samsung and Sony Ericsson)-7.8%, Motorola-2.6%.

A majority of the respondents answered quality as the primary reason for their product preference. In terms of facial care and health energy drinks, effectiveness and performance are also important attributes that they consider. Based on a cross-tabulation between Philippine products and what they think are Philippine made, the respondents are aware that they are purchasing locally made products. Refer to APPENDIX E, G, and H for the research and survey results.

Respondents agree that buying Philippine made products will help generate jobs for Filipinos. Their perceptions of the definition of Philippine made products are the following:

• 100% of the raw materials are sourced within the country (definitely agree – 63.7%) • Manufacture and assembly of the product is done in the country (definitely agree-36.6%) • At least 50% of the production cost is done in the country (somewhat agree-42.3%)

Respondents perceive (somewhat agree - 39.6%) Philippine made products as quality products but are undecided (neutral – 22.8%) whether it is important to know whether the product is imported or locally made. Dreadfully, respondents felt that foreign brands are more available than local brands (somewhat agree – 32%) but are aware that it is more expensive (definitely agree-46.5%). Nonetheless, a majority of the respondents are willing to consider buying products because it is Philippine made (definitely agree-32.7%). 52.6% of respondents prefer foreign brands more than local.

3 Product

The Filipino Youth Initiative campaign or FYI, was created to make the target segment, specifically the youth and yuppies, aware of Philippine-made goods and the impact it has to their future as Filipinos. Due to the economic downturn our country is facing at the moment, Filipinos as a whole seem to be losing faith in the nation and are already fleeing the country in search of greener pastures. The youth, considered the future stewards of the Philippines, are affected by these social dilemmas at a young age.

The FYI campaign aims to prove to the youth that they have a voice in the society and that they can affect change even if they are young. The campaign aims to awaken in the youth the initiative to act. The proponents of this campaign recognizes that this initiative is inherent in all of the youth, its just that they lack the motivation or inspiration to act on it. Capitalizing on this statement, the campaign would want to impart to the target segment that their future depends on their actions. The campaign is going to tell them that they do not have to leave the country to ensure them of a better future. The Filipino youth’s future is here in the Philippines and they can act on their future today.

The proponents chose the campaign title FYI because the term can be interpreted in different ways. The definition of the term FYI as Filipino Youth Initiative talks about the power of the youth to effect change. Effecting change comes in the form of buying Philippine made products, an act they are already doing although some of them are unaware of it. Moreover, the acronym FYI can be interpreted into various messages depending on the goals and objectives of the campaign. The term Fuel Your Interest will answer the objective of redefining the term Philippine-made to the youth. The term For Your Information will address the objective of making the target segment aware of the different Philippine-made products available for their consumption. Finally the term Fulfill Yesterday’s Impossibilities will be used to answer the objective of creating a conscious awareness in the youth that patronizing Philippine-made products contribute to job generation in the country.

The campaign tagline JUST BUY, states the action the youth and yuppies have to do in order to guarantee a secure future. The proponents of the campaign understand that it will be hard for the target segment to immediately adopt the campaign, especially if they have to go through great lengths to do so. That is why the campaign proposed a tagline or more importantly, an action for the target segment to do that in reality, they are already doing. Furthermore, we are telling the target market that this is all they have to do to make a difference…Just Buy.

4 Sales and Distribution Program (Please see Media and Public Reltions Program)

5 Marketing Communication Program

1 Message Analysis of Short Term Objectives:

|OBJECTIVES (Short Term) |Message |
|1. Redefine Philippine-made concept |Phil-made products are those that are made by Philippine hands on|
| |Phil. Soil regardless if it’s a foreign brand |
|2. Awareness on different PMP |There are a lot of Phil. Made products available in the market |
| |that consumers are unaware of |
| |You are already buying Phil-made products |
|3. Promote conscious awareness that patronizing helps create jobs|Patronizing Phil-made products improve the well-being of Filipino|
| |families |
| |Buying Philippine-made products help the Philippine economy |

2 Advertising Program

1 General Objectives

To make 60% of the target market aware of the FYI Campaign and its message of making them just buy Philippine made products to guarantee a secure future.

2 Creative Strategy

1 Target Person

The target persons are Bianca de Jesus and Michael Angeles.

Bianca is 18 years old, a second year college student at De La Salle University taking up Communication Arts. She lives in San Lorenzo Village in Makati with her family. She starts her weekdays early and her weekends late.

Bianca loves to go shopping with her friends after their classes and she adores seasonal sales. She goes bar hopping on Saturday nights and spends Sundays with her family.

She listens to the radio early in the morning as she prepares for her day and as she drives to school, watches cable television at night and watches plays and movies on the weekends.

Michael Angeles is 18 years old, taking up Humanities at the University of Santo Tomas. He lives in an apartment in close proximity to the university. He is the eldest of three children and is family oriented.

Michael is the vocalist of an independent band that performs at a small bar during Friday nights. He goes clothes shopping only when he needs to but he loves to buy gadgets and audio CD’s from different local and foreign artists.

He listens to the radio early in the morning and internet webcasts of various artists at night. He also watches cable television at night and movies on the weekends.

2 Creative Objective

To inform and persuade the youth that the mere act of buying Philippine-made products guarantees them a secure future.

3 Consumer Promise

FYI is the only advocacy campaign that guarantees a secure future.

4 Support

Increased local consumption of Philippine made products will mean more job opportunities.

Patronizing locally produced goods increase domestic financing by keeping capital available for the local economy.

5 Brand personality

If the Filipino Youth Initiative were a person it would be described as modern, bold, and adventurous.

6 Tone and Mood

The advertising will be provoking, enticing, and impulsive. It will be informative but informal and exudes independence and freedom.

3 Creative Executions

Big Idea

YOUR FUTURE IS DEFINED BY YOUR ACTIONS TODAY IT ONLY TAKES ONE STEP AND THE REST WILL FOLLOW. JUST BUY

4 Media Strategy plus Rationale

1 Target Market

The campaign aims to target the youth and the yuppies.

2 Media Itinerary

Youth

|TIME |DESCRIPTION |MEDIA |
|6:00 a.m. |Wakes up |Watch TV, listen to radio, read newspaper |
|7:00 |Going to school |Billboards, radio, transit ads, flyers, newspaper |
|8:00 |In school | |
|9:00 |In school |Radio, newspaper, internet, posters, magazines, cellphones, |
|10:00 |In school |Events, promotional items (coin dispensers, etc.), |
|11:00 |In school |School publications with ads |
|12:00 n.n. |Lunch |Billboards, posters, flyers, streamers, PoPs, comfort ads, electric|
| | |billboards, rotavision |
|1:00 p.m |In school |Radio, newspaper, internet, posters, magazines, cellphones, |
|2:00 |In school |Events, promotional items (coin dispensers, etc.), |
|3:00 |In school |School publications with ads |
|4:00 |Going home |Billboards, radio ads, transit ads, flyers, streamers, newspaper |
|5:00 |At home |Billboards, radio ads, transit ads, flyers, streamers, newspaper |
|6:00 |At home |Watch TV, listen to radio, read newspaper |
|7:00 |At home |Watch TV, listen to radio, read newspaper |
|8:00 |At home |Watch TV, listen to radio, read newspaper |
|9:00 |At home |Watch TV, listen to radio, read newspaper |
|10:00 |At home |Watch TV, listen to radio, read newspaper |
|11:00 |At home |Sleeptime |

Yuppies
|TIME |DESCRIPTION |MEDIA |
|6:00 a.m. |Wakes up |Watch TV, listen to radio, read newspaper |
|7:00 |Goes to work |Billboards, radio, transit ads, flyers, newspaper |
|8:00 |In work | |
|9:00 |In work |Radio, newspaper, internet, posters, magazines, cellphones, |
|10:00 |In work |promotional items (coin dispensers, etc.), |
|11:00 |In work |Billboards seen through office window |
|12:00 n.n. |Lunch |Billboards, posters, flyers, streamers, PoPs, comfort ads, |
| | |electric billboards, rotavision |
|1:00 p.m |In work |Radio, newspaper, internet, posters, magazines, cellphones, |
|2:00 |In work |promotional items (coin dispensers, etc.), |
|3:00 |In work |Billboards seen through office window |
|4:00 |In work | |
|5:00 |In work | |
|6:00 |Dinner out |Malls: electric billboards, posters, streamers, traditional |
| | |billboards, flyers, streamers, PoPs, comfort ads |
|7:00 |Still Outside |Billboards, posters, flyers, streamers, PoPs, comfort ads, |
| | |electric billboards, rotavision |
|8:00 |Still Outside |Billboards, posters, flyers, streamers, PoPs, comfort ads, |
| | |electric billboards, rotavision |
|9:00 |Still Outside |Billboards, posters, flyers, streamers, PoPs, comfort ads, |
| | |electric billboards, rotavision |
|10:00 |At home |Watch TV, listen to radio, read newspaper |
|11:00 |At home |Watch TV, listen to radio, read newspaper |
|12:00 midnight |At home |Sleeptime |

3 Media objectives

The integrated communications plan of this campaign will give importance to reach and frequency. Reach will make sure that every youth or yuppie will be aware of the campaign. Frequency, on the other hand, will help them remember it.

The campaign also has a complex story to tell in explaining the relation of purchasing Philippine-made products and its role in alleviating unemployment problems in the country. This is why it is important that the target market is exposed to the advertisements.

4 Media mix and media rationale

|MEDIA MIX |RATIONALE |
|TRADIT|TELEVISION |Studies show that television has the “greatest reach of all media.” According to the study conducted |
|IONAL | |by the Social Weather Station (SWS) in September 2001, 71% of Philippines households have a TV set |
| | |and two out every three adult Manilenos watch television every day. 62% of Manilenos watches TV for |
| | |three or more hours a day. Out of 62%, 66% are middle-to-upper class (class ABC). The news in TV |
| | |appeals to all ages. In the same study, it can be noted that putting a message on TV is worth it |
| | |because of the large potential audience. |
| |RADIO |There are more households with radio than with a TV, but it ranks as the rd most accessed medium in |
| | |Metro Manila. 43% of Manilenos listen to the radio at least three hours a day and it caters to all |
| | |social classes. Advertising in the radio is most preferred during rush hour since the road is jammed |
| | |and people tune to their radio. |
| |PRINT |Newspapers are perceived to be more credible source of information. In Metro Manila, 1 out of every |
| | |three reads the newspaper daily; 1 out of 2 people belonging to the middle-to-upper class is a daily |
| | |reader. |
|NONTRA|INTERNET |The Internet is always “on”, meaning it is available every hour of the day and every day of the year.|
|DITION| |No matter where a person is, the internet is working unlike television and radio. Advertisement |
|AL | |layouts and contents can be changed according to user responses and reactions. Other benefits of |
| | |placing advertisements online are being able to display unlimited information beyond time and space, |
| | |and unlimited amounts and sources. |
| | |E- Advocacy |Internet advertising is similar to other forms of media advertising in its aim to|
| | | |provide information to its audience in order for the audience to have a positive |
| | | |attitude towards the product being offered. E-advocacy ads will be visible to the|
| | | |publics and has the advantage of interactivity. |
| | | | |
| | | |E-advocacies can be easily tracked. Tracking refers to how advertisers can track |
| | | |how the user progresses through their site, which topics they hit most and how |
| | | |much time are spent on the site. They can also measure the response to an |
| | | |advertisement by the number of times the ad is clicked. |
| | |E-mail Brigade |E-mail brigade is a form of media tool that would communicate the message to the |
| | | |target market through the Internet by sending multiple copies of an E-mail |
| | | |advocacy. This will give the campaign a wide reach with minimal cost. |
| |BILLBOARDS |Non-traditional advertisements in the form of banners, brochures, flyers and posters will complement |
| | |the traditional media used in gaining public awareness. As compared to the traditional media used in |
| | |gaining public awareness. As compared to the traditional media, this is less expensive and can also |
| | |have a wide reach. The non-traditional media will be able to reach the public who are not exposed to |
| | |the other media. |
| | | |
| | |Premium items are longer lasting advertisements of the campaign that will help the public recall (the|
| | |idea). Ex. Umbrellas, t-shirts, towels, button pins, fans. |

5 Media plan and schedule (Refer to Appendix)

6 Allocation of Advertising Budget (Refer to Appendix)

3 Public Relations program

1 MPR objectives

To inform and persuade the youth that:

• Philippine-made products are those that are made by Philippine hands on Philippine soil, regardless if it’s a foreign brand. • There are a lot of Philippine made products available in the market that consumers are unaware of. • They are already buying Philippine made products. • Patronizing Philippine made products improve the well being of Filipino families. • Buying Philippine made products help the Philippine economy.

2 MPR strategies

• To use internet, event, multimedia, print media in disseminating information regarding the campaign. • To create educational materials on the definition and the positive aspects of Philippine-made Products. • To persuade the target market to “Just Buy”. • To communicate to the target market that they should just buy Philippine-made products to guarantee their secure future.

3 MPR recommendations

1 Message

The general message of the campaign is to inform the target market of what Philippine-made products are. In addition, the campaign aims to create awareness of the benefits of buying Philippine-made products and the positive effects of such actions to the future of the youth. Furthermore, the campaign aims to elicit a nationalistic attitude and a feeling of pride that Philippine-made products truly are world class.

2 Media

The following will be used for the Public Relations Campaign:

Print Media. The use of print media includes press releases, column write-ups, flyers, cards, buttons and stickers.

• Internet. An Online Community shall be created with the use of a website that contain different functionalities such as registration, forums, flash games, and chat. It will send out weekly newsletters via email. • Multimedia. Interactive flash presentations that include games and information about the campaign that will entertain as well as educate the target segments.

3 Program

Press Conferences / Launch

The press conference will serve as the campaign launch of the Filipino Youth Initiative (FYI) campaign. It is to create awareness among the target segments and target publics by informing them about the campaign’s objectives through speeches, open forums, audio-visual presentations, and exhibits. It also aims to interest the youth and the yuppies to get involved in the campaign through various activities and programs that are tailored to their tastes. Such programs might include fashion shows, dance numbers, and performances by OPM bands.

MSME’s, government agencies such as the Department of Trade and Industry (DTI), the press, and sponsoring companies will be invited to the event. In addition, invitations will be extended to the student leaders of various universities, students of graduate schools, members of non-government organizations and other influential and interested individuals who will help in the dissemination of the campaign’s objectives and message.

The conference will be held at the Philippine Trade and Training Center or at Le Pavilion, both of which are easily accessible and has large parking spaces to accommodate the large number of attendees the event will be expecting. It will be held on a Saturday in the year 2005, which is likely when the attendees will be free from the late afternoon till night.

Press kits and student kits will be given to the media people and student leaders respectively. The press kit will include comprehensive information on the campaign, definitions of various concepts of the campaign, historical background of the campaign, lists of MSME’s products and their industries, and various data with figures to support the objectives of the campaign. In addition, the press kit will have a brochure that summarizes the main points and message of the campaign for easier understanding. Furthermore, a button pin that exhibits the FYI logo for them to wear as testament to their support of the campaign will be included. These will give them enough information for press releases and media coverage.

The student kits on the other hand, will include brochures, bookmarks, campaign stickers, and button pins for them to give away to other students. It will also include details on an online contest for their school to participate in that will involve students to browse and read through the FYI website; the school with the largest number of entries in the online contest will receive special “Just Buy” discount cards to give away to the participants. The “Just Buy” discount cards will enable them to get discounts on the sponsors’ products and various MSME’s products for future purchase.

Lastly, the conference will have an exhibit of various MSME products available for sale. These will help MSME’s to showcase their products and possibly encourage future patronage from the attendees.

Campus Exhibits

Campus exhibits will be done weeks after the conference. This is to enforce the campaign message and its objectives. It will be an outlet where the various MSME’s and sponsors are able to showcase and sell their products. There will be a campaign booth, which will give out brochures, bookmarks, button pins, and stickers to the students. There will be Internet hubs around the campaign booth to enable students to visit the FYI website. People manning the campaign booth will be there to provide detailed information to individuals who are interested in helping future campaign efforts. Lastly, this will be when the “Just Buy” discount cards are given to the school that has the most number of online participants.

Job Fair

Job fairs will cater to fresh graduates, yuppies, and the unemployed. The participating companies will come from the MSME sector and other sponsor organizations. This will be an ample venue for both the target segment and the target public to interact and learn from each other. It is also an opportunity for yuppies and other interested parties to invest in these MSME’s and become part of their business venture.

This will be held in either the Megatrade Hall or the Glorietta activity center, which are both easily accessible by public transport. It will be a weeklong activity in 2005 that stretches from opening to closing hours.

In addition, a booth for the FYI campaign will be available to give out details regarding the campaign through internet hubs, brochures, stickers, and button pins.

INVESTMENT PLANS (Refer to Appendix)

EVALUATION OF THE ADVOCACY CAMPAIGN

The advertising campaign of the Filipino Youth Initiative campaign will run from December 2004 until November the next year. After which the effectiveness of the campaign will be measured using various methods.

A survey will be conducted that would monitor the target segment’s awareness of the program. The survey will ask if the respondents became aware of the campaign and its objectives.

Furthermore, the campaign website will also be useful way of evaluating the program. The website will be registering the number of “hits” or visits it had during the campaign run.

The usage of the Just Buy discount card will also be an effective measuring tool of the campaign. The purchases that were made using this card would be recorded and will be tallied along with other purchases.

Another indicator of effectiveness would be an improvement in the sales of Philippine made goods within the country. Data regarding this would come from the companies themselves.

Although these methods do not yield accurate results as to the number of actual people who became aware of the campaign, the results that would be acquired would be at least sufficient enough to estimate the success of the whole campaign.

CONCLUSION

The following insights can be drawn from the study:

Surveys reveal that the Filipino youth and young professionals are already buying Filipino made products and services. This is true even for the greater number of people in the Metropolitan areas since locally manufactured goods and services may even use a foreign brand or appear as foreign made as long as it create jobs for Filipinos. Furthermore, young Filipinos need to re-affirm that their usual shopping lifestyle can create a difference not only for themselves but also as a fulfillment of their roles as citizens. Considering the first two, it is our concern to execute the campaign with greater efficiency and effectiveness. This would mean that we need a campaign that does not take so much of their time, effort, and understanding. This is also due to scarcity and lack of disposable income of people and worsening economic situation of the country.

Given these insights, the Filipino Youth Initiative (FYI) will serve as a step towards enlightening people on the urgency to take one step forward. This is through each person that we can exploit the power of one. An action made by each young Filipino creates a ripple effect. This establishes that we cascade wonders and miracles by each purchase of a Filipino made product. Thus, it shall create a consumer demand for more locally produced goods. Furthermore, it shall be increasing job opportunities for the future youth and young Filipinos.

Filipino Youth Initiative guarantees a secure future. BIBLIOGRAPHY

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