Caunca, John Claude Macaraig, Ma.

Rina Asuncion Pablo, Martin Alessandra Quimbo, Paolo Miguel Torrecampo, Ella Mae Ventura, Johannah 4CA5

Public Relations Plan: San Lorenzos 25th Anniversary of his canonization

SITUATION: San Lorenzo Ruiz, is celebrating the 25th year of his canonization. San Lorenzo is known for refusing to renounce his faith while he was being tortured in Japan for being a Christian and for being the first ever Filipino saint. Pope John Paul II beatified him on February 18, 1981 and called him the Patron Saint of Immigrants. In a survey weve conducted with 100 Filipino Catholic students respondents, we have proven that majority of them do not know that San Lorenzo Ruiz is the Patron Saint of Immigrants.

He was canonized on October 18, 1987 and his feast day is on September 28th. Although, according to the survey we have conducted, not everyone is aware of his feast day.

Being a Christian nation, it is sad that there are no well-known events here in the Philippines that honor him every year and his canonization, considering what he has done to fight for his faith.

GOALS: The plan aims to highlight San Lorenzo Ruizs 25th anniversary celebration and attract attention from the masses, reaching out to Catholic Filipinos in Metro Manila, which is 80% of the 11,855,975 people in the area. It is also a goal to make San Lorenzos anniversary a yearly celebration in the Philippines.

OBJECTIVES: To create a buzz through Press Releases, ads, and events that would give emphasis on San Lorenzo Ruizs contribution to Philippine History and Catholicism. We would like to increase the awareness of the Filipino Catholic Students of his feast day by 20% in order to start and continue a tradition that would celebrate his anniversary.

AUDIENCE: Filipino Catholics specifically targeted towards Catholic School students in Metro Manila Filipino immigrants

STRATEGY: We would like to use the Pro-active Approach through the usage of Above The Line advertisements. In this kind of approach, we would be feeding the target market the information we want them to know. Because there are still no existing events that honor San Lorenzo Ruiz, this strategy would be very effective since it would create a new buzz that would catch the attention of the target market.

TACTICS: Phase I: Before everything else, we plan to conduct a survey to Catholic families to find out how much they know about the Patron Saint. Results will be compared to the survey we will conduct for evalutaion. The group decided to publish several newsletters in Catholic magazines like Fish and Kerygma. The newsletters would contain a brief background of San Lorenzo Ruiz and would highlight the story of his rise to sainthood. There would also be trivias and fun facts about him in the paper. The group also decided to put numerous banners of San Lorenzo Ruiz in highways around Manila, Catholic churches, schools, and institutions. During the 150th year of Jose Rizal, there were a lot of banners posted around the highways along Roxas Boulevard and even reaching Espana, Manila. This made the people aware of the 150th birthday of our patriotic hero. We would like to create the same buzz regarding the events and the celebration of the 25th year of San Lorenzos canonization.

Phase II: Marking the days before San Lorenzos 25th Anniversary, we would like to partner ourselves and coordinate with different Catholic schools so that we could launch a moving museum that would tackle his life and rise to sainthood. This museum would include artifacts and other paraphernalia relating to San Lorenzo Ruiz. Short films based on the lives of Filipino Immigrants and presentations about his life would also be present.

Students from the specific Catholic School where the museum is currently staying can enter it free of charge while outsiders would be required to pay a 30-peso entrance fee. This event would be advertised through social media like Twitter and Facebook. Press releases through local newspapers like Manila Bulletin and The Philippine Inquirer will also be done. A percentage of the money that will be gathered from the entrance of fees will be used to help Filipino OFWs who have been wanting go back to the Philippines but have no means to do it. The moving museum will be transferred from school to school by trucks. Promotions through social media will be done by making a Facebok page for the event and publicizing it through the different social media accounts of the participating Catholic Schools. The said Catholic Schools will post a status or tweet about the upcoming event and/or quotes about the Filipino Saint. The Catholic schools could also publicly show their support of the anniversary celebration of the First Filipino Saint by putting posters outside their school containing their school logo with the words (insert catholic school name here) celebrates San Lorenzo Ruizs 25th Anniversary.

On the day itself, we would like to organize an annual festival that would be a tribute to San Lorenzo Ruiz in Binondo, Manila, where he originally came from. The event would include the re-enactment of his life story and rise to sainthood. A prayer rally would also be included in the festival in honor of the first Filipino saint. To advertise this event, press releases would be needed before hand and also social media.

PHASE III: A video of the OFWs that were sent home because of the funds that were obtained will be released and will be made viral on social networking sites like Facebook and Twitter. The video will show the respective families of the overseas Filipino workers who have been longing to see their loved ones sent abroad. Also, the video will show how the story and the sainthood of St. Lorenzo Ruiz have inspired the overseas workers in their life abroad and how St. Lorenzo Ruiz remains as an inspiration and source of strength for them. This video will further cement San Lorenzo Ruiz as the patron saint of the immigrants.

CALENDAR: Phase 1: Press Release (August 1- September 20) We would show a brief background of the Saint and his significance to Fiipino Catholicism. We would make known facts about San Lorenzo Ruiz and why he is the Patron Saint of Filipino Immigrants. News article about the upcoming festival in Binondo Manila to celebrate his 25th Anniversary Phase 1: Promotion through banners on highways and etc. (August 1 September 30) Most of the banners would be positioned near large Catholic schools like the University of Sto. Tomas, Ateneo de Manila University and De La Salle University. Other banners would be put along busy highways like that of Roxas boulevard, EDSA, Ortigas, Makati, and along Quezon Avenue. Phase 2: Public show of support for St. Lorenzo Ruiz anniversary from different Catholic schools and the launch of the moving museum (September 1-30) We would put posters and tarpaulins outside the school to make the students conscious of the celebration and the event of San Lorenzos 25th year canonization. Moving museum would start visiting catholic schools

Press releases about the moving museum would be released

Phase 2: Video release (September 15-30) Release of the video about the OFWs will be made viral on social networking sites

Phase 3: Festival in Binondo (September 28) Actual implementation of the said event in Binondo, Manila

BUDGET: Moving Museum 500,000 php / week 3,500 php / truck 35,000 php / week 21,000 php / week 70,000 php/ week 8,000 php / week 637, 500 php/ week

Maintenance of Displays: Truck Rental (1): Drivers (2): Museum Guide (1): Movers (10): Gas: Total:

Banners of St.Lorenzo Ruiz ( Catholic Schools)

Cost of Printing (per square foot): 12 php Size of standing tarpaulin: Pieces: Total Costs: 8 x 4 feet 250 99, 020.83 php

Banners of St. Lorenzo Ruiz (Highways)

Luzon Cost of Printing (per square foot): Size of hanging tarpaulin: Pieces: Total Costs: Visayas Cost of Printing (per square foot): Size of hanging tarpaulin: Pieces: Total Costs: Mindanao Cost of Printing (per square foot): Size of hanging tarpaulin: Pieces: Total Costs: Binondo, Manila Fiesta 9,000 php 80 php 30,000 php 70,000 11 php 8 x 4 feet 500 18,538.19 php 10 php 8 x 4 feet 1000 33, 069. 44 php 10 php 8 x 4 feet 2000 66, 138.90 php

Decorations: Courier (For permit): Entertainment: Security (20):

Lights: Tent with air-conditioning (For talents): Production Staff (5): Sound System: Total: Press Release: Article writer: Courier Service: Cost of Publication: Magazine Kerygma Fish Size Full Page Full Page

4,000 php 50,000 php 25,000 php 4,000 php 903, 000 php

5,000 php /article 80 php / package

Color Full Color Full Color

Cost: 421, 782. 71 php PHP 259, 198. 58

Total:

426,862.71 php (Kerygma Magazine) 264,278.48 php (Fish Magazine)

EVALUATION: We would conduct surveys that would be propagated in different Catholic schools, checking the reactions of the target audience if they found the activities and events effective and successful and if the strategies helped Filipino Catholics to know more about San Lorenzo Ruiz. In addition to this, we would also judge how successful the campaign was by judging from how many people visited the moving museum, and how many people attended at the event itself at Binondo, Manila.