Chapter 1: Executive Summary

Catanduanes is known to be the “Land of the Howling Winds” as it lies directly facing

the Pacific Ocean which puts them to one of the most typhoon stricken provinces in the

Philippines. Nevertheless, the island is outstandingly beautiful as it prides the beauty of 11

municipalities that offers tourist spots that are of natural, historical, and cultural value. As a

result, Catanduanes made the decision to practice ecotourism in the area to be able to conserve

the wildlife, and help the economy and experiences of the locals by teaching them good

environmental practices (Aguila, 2014.)

This project aims to:

-Educate locals on ecotourism: how to practice it and how it may benefit the community

- Know the current market- Determine the brand's profitability in the current time

- Identify the additional opportunities for improvements

The developmental project that the researchers propose is a magazine that educate and

promote ecotourism for locals, ages 22-35. The product may be purchased on a webpage and as a

physical copy that is to be sold in partner establishments. It will be priced at PHP 150.00 per

issue and will have promotions before and during the launch.

2 months before the launch social media platforms will be established and will have daily

posts, both original and reposts, related to the theme of the issue. The first issue will be made

free in order to attract future buyers of the product. Freebies will also be included in each issue

such as sticker packs and coupons for amenities in the province. The researchers will be

partnering up with the local government and non-government organizations in creating the

product to ensure that information provided would be factual and of the best quality.

Chapter 2: Current Marketing Situation

 - Competitive Analysis (market) / Competitive Product Matrix (product)

Categories Magazine Natural History Magazine

User-Friendly ✓ ✓

Price Php 150.00 per copy (Php Annual subscription for Php
1500.00 per year) 1250.00

Focus Ecotourism in Catanduanes Varies from topics about the

universe to dinosaurs

Online and Offline ✓ x

Availability

Freebies ✓ x

- Consumer perception and Buyer Behavior

o Users

The product will be patronized by Catanduanes locals, particularly those

with limited to no internet access due to their lack of means to acquire
information about current and future ecotourism efforts.

o Experts

Government official that are in the tourism sector would be considered as

experts as they know of the current state of ecotourism in the area. These officials
also have the responsibility of improving the tourism sector of the province by
maintaining the beauty of tourist sites while giving locals more opportunities for
livelihood.

Non-government individuals also may be considered as experts. These

individuals put the efforts of immersing themselves in the community in order to
educate the locals of basic tourism etiquette, they also partner with government
offices to provide official training to those who are interested to be part of the
 industry. They also promote tourist sites, once the place is ready, so visitors may
give additional income to the community.

o Analogous Inspiration

One of the projects that inspired the product was the Boracay
Rehabilitation project wherein Senator JV Ejercito stated that it was the moment
for other tourist sites in the Philippines to be promoted. This, along with the
advantageous climate change (Torzar, 2019) began the rise of Catanduanes’
tourism industry. The idea for focusing on ecotourism was acquired from the
episode “Be Captivated by Catanduanes” of Byahe ni Drew, a GMA travel show.
The episode featured various natural tourism destinations that was barely touched
by infrastructure development. This inspired the researchers to pursue the path of
assessing the current state of ecotourism in Catanduanes.

- Macro-Environmental Forces (PESTEL analysis)

PESTEL Analysis

Social
The community and its existing culture is important for the making of an ecotourism-
centered province. Interactions within the community and their existing way of life
although instills culture, which is one component of ecotourism, may also be the cause of
the lack of progress in the province. The locals have grown accustomed to the ideals that
they have set for themselves; persuading these individuals to change habits, like properly
disposing waste, would require great effort with the aim of development.

Political
Ecotourism is the current initiative, which was specified to agro-ecotourism, with
regards to tourism development. The local government relies on national government
 policies which causes a lack of immersion with regards to knowing what the province
needs in order to continue its development. Although the government facilitates seminars
and projects that attempt to improve the state of ecotourism in the province, there is still a
noticeable lack of community involvement when it came to the conceptualization of local
projects. The current congressman heavily emphasized his aim to focus on Catanduanes’
tourism according to Zekiel Urgel, a local; but with elections approaching, there is no
guarantee that the next administration would continue the existing programs due to the
constant political competition within the province (Ocol, 2019.)

Economic
According to the Philippine Statistics Authority website, “Virac is the center of
commerce and trade” being the capital city of Catanduanes. This city has more than 500
trade-related establishments including banks and commercial business. Near the heart of
the island was a proposed provincial agro-industrial center which, since the 1990s, is a
vision still not realized. Tourism is considered to be part of the top three sources of
income in the island which goes along with agriculture, and fishing (philgis.org, n.d.)

Environmental
According to Biodiversity Management Bureau, the Philippines is considered to
be a mega-diverse country (n.d.), regarded to be one of the top 25 biodiversity hotspots in
the world (Gordon, 2002). Ecotourism is seen to be an alternative effort wherein tourism
and conservation merge together (Budowski, 2009) and this environmental aspect serves
a great importance to an ecotourism-centered province and in accordance to this,
Catanduanes is home to various tourist sites that are dependent on natural resources.

Legal
The Philippines established guidelines in ecotourism development through
Executive Order 111 s., (1999) wherein it is stated that both the State and the Filipino
people have the responsibility for developing and giving attention to sustainable tourism
in order to progress the country’s economy; additionally, the state shall ensure the
 conservation, protection, management, and further development of the country’s cultural
heritage, environment and natural resources (officialgazette.gov.ph, 1999.)

Technological
There is not much technological development in the province considering that the
government agenda is to retain the natural beauty of Catanduanes. The province in
majority is still in the idea of simple living.

Chapter 3: About the Project

- SWOT (Strengths, Weaknesses, Opportunities, Threats)

Strength Weakness

The product is made to be available in both The product does require payment to be
online and offline platforms and is directed to acquired and is only for a particular age range.
locals. There are freebies that are only available with
the physical copy of the product as well.

Opportunity Threats

The product is highly supported by
government and non-government
organizations due to its purpose.
The product has competitors in the market.
Magazines of the particular nature are
supported by the government which provides
them the opportunity of distributing their
products for free.
 - 4Ps

Product Price

The product will be a magazine that promotes The price of the online version will be Php
local tourist sites and educates locals on basic 100. The price of the physical copy will be
tourism etiquette. Php 150.

Place Promotion

The product will be sold through a website Online presence will be established as well as
and also in establishments in Catanduanes “promos” and freebies which may encourage
such as sari-sari stores. audiences to patronize the product.

- Unique Selling Proposition

The magazine will be made for locals which is not particularly common
since marketing is towards tourists. The product aims to promote and educate. Not
only does it feature the natural tourist spots found in the island, but it also teaches
its’ audience on what they could do to help conserve the beauty of the
environment and also provide ways on how to participate in government and non-
government environmental efforts.
Chapter 4: Audience Profile/Marketing Persona

- Age Range: 22-37 years old (Millennials)

- Gender Distribution: 60% Female, 40% Male
- Annual Income/Salary: Class D and Class E (Average annual income of Php 191,000-
62,000)
- Educational Attainment: At least an elementary graduate
- Geographical Location/s: from any of the municipalities of Catanduanes
Goals
Users aim to assist in ecotourism efforts within the province and help their fellow locals
in improving their livelihood.
Challenges
Users do not know how to help and participate in local ecotourism projects.

Values
Users value the environment and community. Knowing the environment they have grown
up in and the people they interact with, they want to conserve what the province has and aims to
build-up on what Catanduanes already offers.
Fears
Users fear change. The idea of changing their way of life is quite hard to grasp for a
community who is used to minimal technological advancements.

Buyer/Audience decision-making Process/Buyer Journey

Sees a copy of the magazine being read by a friend → Visits website suggested by the friend

→ Gets moved by website’s call to action → Purchases the product

-User touch points

The product will be seen through a webpage wherein audiences may purchase a digital
copy of the magazine or locate nearby stores that sell physical copies. Reviews about the product
may be seen in the webpage as well in order for users to express their experiences with the
product.
User and Buyer Persona
User Persona

Demographics:
Name: Barbara Jennina Perez
Age: 20
Educational Background: Studied in Makati Science HIgh School
Occupation: Student in University of the Philippines, Manila
Location: Mandaluyong City

Goals:
● Live life to the fullest
● Give her family what the luxury they deserve
● Travel the world

Frustrations:
● Not being able to express what she feels.
● Not being able to spend time with her family.
● Not getting what she payed for.

Bio:
 Barbara is a 20 year old loves her family, she makes it a priority to please the people she
loves. She loves the beach; she appreciates the beauty of nature. She does want to see the
world, but wants to “love local” and see all of the Philippines first. She love taking pictures
and enjoys the adventure

Buyer Persona

Demographics:
Name: Carmel Bonifacio-Garcia
Age: 45
Educational Background: Graduated from University of the Philippines, Diliman
Occupation: Head of Catanduanes Tourism Office
Location: Virac, Catanduanes

Goals:
● Make Catanduanes known as a popular tourist destination.
● Help her community grow along with the province.
● See her son grow and achieve his dreams

Frustrations:
 ● Things not going according to plan.
● Miscommunication in the office.
● Conflict with constituents with public issues.

Bio:

Passionate. Ardent. Driven.

Carmel is a hard-working government official that cares for her community; she gives all her
efforts in making Catanduanes a province known for its’ beauty and people. On her days-off
she spends time with her son, go to the mall, and bond with other people.

Chapter 5: Offline and Online Marketing Strategy (Promotions)

Online
Two months before the release of the magazine, social media accounts will be created.
Content will be posted or reposted each day that may vary from videos to articles
surrounding ecotourism and Catanduanes that would be original and borrowed content.
Original content will be of photos that can be seen in the magazine, behind-the-scene
videos of the creation of the project, and snippets of articles from the magazine.

Offline
The first issue shall be free and distributed to the ideal audience of the the magazine, this
will give prospective buyers an idea of the magazine content. The physical copy will also
include freebies such as themed stickers. The first issue shall be distributed around the
province, convenient to the indicated demographic, such as in barangay halls and sari-sari
stores.

Chapter 6: Partnerships
 The product requires the information that the national government may provide
particularly with the Departments of Education, Tourism, and Natural Resources. The
researchers can acquire factual data about ecotourism as well as basic information that
may aid locals in better understanding the benefits of conserving natural resources and
the consequences it may lead to. The national government may also benefit from the
product by having an additional channel wherein they may spread awareness about
ecotourism especially in secluded areas in the province. This goes as well with local
government units as they may use the platform to disseminate helpful information like
future and current ecotourism projects as well as provide a means to help and volunteer.
Local government units may in turn provide the researches information that may be put
on the product as well as aid to provide the researchers a channel to disseminate and
promote the product.

Individuals that involve themselves with environmental and community

endeavors may also use the product as supplementary aids to further educate and attract
locals to act for the benefit of the environment and their community. The researchers may
benefit from these individuals with regards to the production equipment that they may
provide in order for the researchers to produce quality products.

Chapter 7: Finance and Accounting

The succeeding issues of the magazine will depend on the profit gained from units sold.
This will cover the printing of physical copies, the domain hosting, and other
miscellaneous needs to produce the product.

MATERIALS/ SUPPLIES PRICE

Domain Hosting PHP 950.00

Paper PHP 550.00

Printing PHP 750.00

 Food PHP 500.00

Transportation PHP 2500.00

Internet PHP 1500.00

Software PHP 1500.00

Equipment PHP 3000.00

TOTAL PHP 11250.00

Chapter 8: Proposed Marketing Timetable

SCHEDULE OF ACTIVITIES

Activiti Jan. Feb. Marc April May June July Augu Sept. Oct.
es h st

Concept
ualizati
on

Specific
ation
Plannin
g

Contact
ing

Product
ion
(Shoot)

Layout

Test
Plan
(Mock-
up)

User
Testing
 Revisio
n

Printing

Publish

Evaluati
on

Promoti
on

The researchers will begin with the conceptualization of the issue wherein the general
idea will be proposed and accompanying themes will be made. These themes will be finalized
and broken down so to provide specific content for each theme such as articles, photos, and
interviews. Plans for production will now begin such as who to contact for photoshoots and
interviews where also deadlines are set; after, appointments and reservations are made.

Production is then to start. Researchers gather data for the articles, photoshoots of tourist
sites are made and is immediately sent to post-production. Writing and proofreading is being
done while editors fix photos ready to be put into its layout. Next would be the printing of the
mock-up product.
 The mock-up will be reviewed by plausible audiences and certain corrections and
revisions are made. With all of the product properly reviewed, mass printing will commence and
magazines will be made available to partner offices and stores. When the magazine is released
into the public, it will receive criticism and profit; this will be the base of the next issue that will
begin with its conceptualization again.

Chapter 9: Marketing Materials

Event Poster

Sources:

1. Urgel, Z. (March 2, 2019). Personal Interview.

2. Ocol, F. (February 24, 2019). Personal Interview.
3. Garcia, C. (February 26, 2019). Personal Interview.
4. Tabuzo-Torzar, M. (February 26, 2019). Personal Interview.
5. Budowski, G. (2009). Tourism and Environmental Conservation: Conflict, Coexistence,
or Symbiosis? Environmental Conservation, 3(1), 27-31. United Kingdom: Cambridge
University Press. doi:10.1017/S0376892900017707
6. Ejercito, J. (2018, April 27). Sen. JV: Seize the moment; promote Ph other hidden
wonders. Retrieved from
http://www.senate.gov.ph/press_release/2018/0427_ejercito1.asp.
7. PhilGIS. (2016). Catanduanes. Retrieved from http://philgis.org/province-
page/catanduanes
8. Office of the President of the Philippines. (1999). [Executive Order Nos. : 1 – 338].
Manila : Presidential Management Staff.
9. Aguila, G. (2014). Ecotourism Industry in Ilijan Batangas City, Philippines: Assessing Its
Effects as a Basis of Proposed Tourism Development Plan. Research Academy of Social
Sciences.
10. Gordon, R. (2002). National Ecotourism Strategy. National Ecotourism Development
Council. New Zealand: New Zealand Official Development Assistance.