Professional Documents
Culture Documents
GROUP C-1
Contents
I
II
III
IV
V
VI
INTRODUCTION
Rationale
Behavior Objectives
STRATEGIC PLAN
Conceptual Framework
Scope and Limitation
SWOT Analysis
Target Audience
Strategic Partners
Marketing Mix Strategy
Product
Price
Place
Promotion
OPERATIONAL PLAN
Operational Campaign Plan
Activities
Schedule
In-charge
Location
Budget
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.....................................2
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PROJECT EVALUATION
Results/Output
Conclusion
Recommendation
.....................................11
.....................................19
.....................................20
REFERENCES
.....................................21
APPENDICES
.....................................22
iii
Appendices
Facebook and blog posts
iv
.....................................22
.....................................30
Inquirer Article
.....................................34
FB Wall
.....................................36
Blog Screenshot
.....................................39
Campaign Logo
.....................................40
.....................................41
Photo Documentation
.....................................42
Behavior Objectives
The general objective of our campaign, dubbed as Be Fit, Kahit Busy: Galaw-Galaw Pag May Time,
rallies behind one of the most used social networking site, the Facebook, and others. The campaign
endeavors to influence the busy people to do little movements at the workplace. Using the social media
as the main platform for promotion, the target market maintains connection to the real world through
access to these sites.
Specifically, the project aims to achieve the following:
1. To get more than 1000 likers to participate in the social media campaign.
2. To measure the responsiveness of the followers by the number of seen, reached, like,
comment, and share.
3. To increase the readership about the Group Project on websites, newspapers, and other
communication media.
STRATEGIC PLAN
Conceptual Framework
Figure 2.1 presents the paradigm of the social marketing program entitled Be Fit, Kahit Busy: Galaw
Galaw Pag May Time. The framework is composed of four stages: the environmental scanning stage;
the product conceptualization stage; the social marketing and social mobilization stage; and the social
behavior adoption stage.
In the environmental scanning stage, the social marketers (Group C1) scanned the environment and
have identified a social problem focusing on the busy lifestyle of a typical office worker. Their busy work
requirements, such as typing, meeting, planning, brainstorming, and others, led them to neglect one
important aspect in having a healthy lifestyle. And that is doing a regular exercise. Continuous neglect
from exercising may lead to number of health-related problems such as weak muscles, brittle bones,
problems among others. With this identification, the social marketers firmly believe that dedicating some
time to exercise even within the workplace would improve their health. In addition, Kotler and Roberto (as
cited in Velasco, Cadiz & Lumanta, 1999) stated that it makes possible for social marketers to predict and
anticipate changes [to target adopters] giving them a chance to make timely and orderly adaptation to the
change in the life cycle of a social marketing program.
In the product conceptualization stage, the social marketers brainstormed a social product billed as
Be Fit, Kahit Busy: Galaw Galaw Pag May Time. By description, the social product is merely the behavior
asked from office workers (target adopters) to exercise at work. Having identified the product, the social
marketing and social mobilization stage will now take place. Firstly, the four elements of social marketing
(product, price, place, promotion) independently play a vital role in the social marketing continuum.
However, they have the common goal of inculcating a social behavior change to the office workers.the
behavior to exercise at work. At the onset of the social marketing program, these elements could interplay
with each other as reflected by the arrows pointed to the target adopters. The product message continues
to be exposed to the target adopters using promotional platforms such as online and other forms.
A number of places where exercise can be done will also be presented through the continuous play of
exercise videos and other promotional avenues. The price, represented by the time asked from the target
adopters, will also be continuously disseminated via messages of the social marketing campaign.
STRENGHTS
1. The use of memes such as GALAWGALAW PAG MAY TIME for the campaign
is a major strength.
2. Target market is clearly identified.
3. No one wants to be unhealthy so the
campaign is easy to market.
4. The group understands and shares the
same goal in implementing the project.
5. Simple exercise is not time consuming
so it can easily be done.
6. Resource materials are easily accessed.
7. Less cost since exercise is free and it can
be done practically anywhere.
OPPORTUNITIES
1. The availability of social media as a
platform for the campaign is a great
advantage.
2. Some offices, agencies and institutions
already incorporated exercise in their
employees.
3. Partners availability - networks and
linkages e.g. for mass media is Philippine
Daily Inquirer, Manila Bulletin; offices
such as GOs and NGOs and individuals.
4. No one wants to be unhealthy so the
campaign is easy to market.
WEAKNESS
1. Assessment of individuals who practice
exercise is difficult to monitor (honesty
of participants is hard to validate).
2. Financial capability for the boost of the
campaign is limited
THREATS
1. Exercises that are moderately to heavily
strenuous can post danger to some
individuals who have medical conditions
such as hypertension.
2. Fast food and other meals that are cheap
may not be healthy but preferred by the
target clients who can affect health and
fitness.
3. Other campaigns using the same meme
might create confusion among target
market.
Target Audience
The project targets to reach the busy people who often neglect their health and consume much of
their time at work. The workaholics normally think of no other ways to staying fit and healthy due to much
work-related priorities. The following audiences would greatly benefit from the project.
Professionals
Working Parents and Students
BPO employees
Government employees
Partners*
Population
1. Dualtech
2. Philippine Center for Postharvest Development and
Mechanization
3. China Systems Technology Corporation Manila Office
4. 103. 3 FM Radyo Natin San Jose
5. 107.3 FM Radyo CLSU
800
500
32
130,000
1,000
Blog
Flyer Distribution
10
Description
Main campaign environment platform
to reach busy people
who still connect
through Facebook
Collection of reading materials about
Exercise at work
Updates, Reminders,
and other short-messaging campaign
A printed / e-copy
campaign materials
for office distribution
Schedule
In-Charge
Location
Budget
July 07 to ALL
September
08, 2013
Web
Php 700
Tin
Web
Zero
Miami
Web
Zero
-Dualtech
-Philippine Center
for Postharvest
Development and
Mechanization
Nationwide
Circulation
Zero
September ALL
16 to 20,
2013
Silvie and
Jett
Prepared list of
September Jett
benefits of simple
16-onexercises and differ- wards
ent workouts to do
at work for broadcast
on radio.
Zero
:
:
www.facebook.com/BeFitKahitBusy
July 20, 2013 September 24, 2013
Figure 2.1 Highest Total Reach of the Campaign (Source: Facebook Page Insights)
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Figure 2.2 Percentage of FB Users Reached by the Campaign (Source: Facebook Page Insights)
Through Facebook, the campaign was able to reach people from 20 countries. Apart from the
Philippines, the following countries had the biggest number of exposures with the campaign: United
States of America (USA), United Arab Emirates (UAE), and Canada. In the Philippines, the most number
of people reached by the campaign came from Cavite, Manila, Quezon City, Nueva Ecija, and Makati
City.
Figure 2.3 Location of FB Users Reached by the Campaign during the Last Week of the Campaign Period
(Source: Facebook Page Insights)
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Engaged Users
13
Figure 2.4 Highest Response from FB Users and Highest Viral Reach
Engaged Users
14
:
:
:
http://befitkahitbusy.blogspot.com/
19 posts (since August 17, 2013)
224 views
Figure 2.5 Traffic of Response on Page Views and Posts on the Campaigns Blog (Source: Blogger.com)
15
Figure 2.6 Highest Reach of Page Views of the Blog Site by Country
The following blog entries got the most views 7 views each:
1. Study shows light exercises help boost memory!
2. 6 Surprising Moves For Flatter Abs
(Please See Figures 5.7 and 5.8 in the Appendices section, pg. 33-34)
Traffic Sources
It is interesting to note that out of the 224 total blog page views; only 4 are from Facebook
where links to blog entries are posted. Most page views are coming from vampirestat.com, a Website
Statistics and domain appraisal service provider.
16
Budget
The following budget is allotted for the FB advertisement:
Php 650.60: for August 24-26 promotion of FB page
Php 50.29: promotion of August 26 post
Php 450.00: for August 31-September 2 promotion of FB page
Total: 1,150
17
First tweet was dated August 8, while the last tweet was September 7 with total of 9 tweets. There
were only 4 followers and none of which retweeted whatever it was posted on its twitter account.
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19
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REFERENCES
Cadiz et.al. 1999. DEVC208 Communication, Social Marketing & Social Mobilization.
Guion, L.A. & Free, T.R. (2010). Conceptual framework for infusing behavior change theories into
program design, delivery, and evaluation: A financial education example. Retrieved September
12, 2013 from http://ncsu.edu/ffci/publications/2010/v15-n1-2010-spring/guion-free.php
http://www.wpro.who.int/philippines/publications/module4.pdf
Noth Dela Where.Office exercises working out at work. Retrieved July 2013 on http://northdelawhere.
happeningmag.com/working-out-at-work-delaware/office-exercises-to-lose-weight1.
Tecco, Armand M.Ed. 1999. Why is Exercise Important?. Retrieved (nd) on http://www.healthdiscovery.
net/articles/exercise_importa.htm
Velasco, M.H., Cadiz, M.C. & Lumanta, M.F. (1999). DEVC 208: Communication, social marketing &
social mobilization. Quezon City: UP Open University.
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Figure 4.6 Comments to FB post--Simple office exercise that anyone can follow
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Appendix 4. Blog
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