PART III

THE TARGET ADOPTERS/SEGMENTS

One of the branches of Oro Integrated Cooperative (OIC) is geographically located at

Imbatug Baungon, Bukidnon, Philippines which seeks to offer Financial, Business and Social
Services to its coop officers, members, farmers and young professionals to help them improve
their lives and community. This is to realized its vision A member-centered cooperative which
provides a diversified range of financial, business and social services to change the lives of the
members and communities, and fulfill its mission To offer financial, business and social
services to help improve the quality of life of the members and communities.
Thus, it teaches the way how its members manage their financial accounts to sustain their
business and obtain a standard living.

PART IV
HIGHLIGHTS OF ACTIVITIES CONDUCTED
THE SOCIAL MARKETING PLANNING AND CAMPAIGN FORMULATION

A. Pre Planning Stage

Analyzing the Social Marketing Environment
The group had an orientation on Mindanao Alliance of Self-Help Societies- Inc.Southern Philippines Educational Cooperative Center or MASS SPECC about the
program that will be sell on their consumers which is, the AGRIBEST program.
Afterwards, the group had undergone another orientation on FeedPro, one of the partners
of MASS-SPECC. The program is focused on the three areas of MASS-SPECC which
are Baungon, Impasug-ong and Lantapan which covers the farmers and coop officers.
The program is all about natural hog raising and promoting the different components of

AGRIBEST which are the Business Development Support (BDS), Value Chain, and
Clustering approach.
Researching the Target-Adopter Population
In choosing the target adopters or segments, the group was assigned to focus on
the Oro Integrated Cooperative, Baungon branch officers and staffs. The group made the
KAP Survey questionnaire to determine the level of awareness in terms of their
knowledge, attitudes and practices of the program. And then, the group had their field
visit on their respective area and conducted the KAP survey to the following coop officers
and staffs.

B. Planning Stage
Defining the Social Marketing Problem/Opportunity
After the field visit, the group gathered all the data and analyzed it accordingly to
their knowledge, attitude, and practices. The group recorded and summarized the data to
achieve the desired social product to be focused on. The group came up to focus on the
components of AGRIBEST such as the following, the BDS, Value chain and Clustering
approach that targets the coop officers and staffs. The group wanted to appeal on
increasing the awareness of the coop officers and staffs in the benefits of BDS, value
chain and clustering approach. That, at the end of the campaign, 90% of the coop staffs
and officers will engage in BDS, value chain and clustering approach through monitoring
and evaluation.
Designing Social Marketing Strategies
The group came up to design three communication channels in order to process
and convey the message to the audience and these are brochures, posters, PSA and
seminar. In the brochure and poster, the content focuses on the components of
AGRIBEST. The public service announcement or PSA through a video presentation
tackles more on how can a farmer gets a support from the coop through the different

components of AGRIBEST. And lastly, the seminar which focuses specifically on the
program, AGRIBEST.
Planning the Social Marketing-Mix Programs
The group designed some promotional stints or activities that the target segments
would like to engage in such as product demonstration during the seminar, free sample
campaigns through brochures, posters and online campaigns through PSA, soft copy of
the poster and media campaigns through creating facebook account, facebook page or
website of AGRIBEST program. Also pins, t-shirt, mug, umbrella, paypay, and a raffle
draw (explained in the matrix 2 attached) for the audience. In order to achieve all these
promotional and strategic plans of the group, a support from different institutions is
needed such as the budget appropriations, corporate sponsorships, social marketing team,
online support through hitting the like and clicking the share to spread the topic
(Office staffs), key speakers for the seminar and training venue.

C. Post Planning Stage

Organizing, Implementing, Controlling, and Evaluating the Social Marketing Effort