I.

EXECUTIVE SUMMARY

The sports industry in the Philippines has been one of the industries that overcame the

challenges through the years. It has been strong through the economic trials that the

country experienced. The National Collegiate Association is designed for students of the

participating schools who are Physically Active and are seeking for a great perhaps.

After carefully assessing the target market and the current industry the team discovered

that the schools of the NCAA lack school spirit and consider the NCAA inferior to its

competitor; UAAP.

Match Team, crafted the MATCH campaign: Maximizing Athletic Transformations

through the Challenges and Hurdles. Inspired by the simple yet meaningful example of

a matchstick; it will never be just one’s effort to light up it needs the help of the people

around him/her and amidst the trials the match fights to be our light and doesn’t give up

on us. MATCH is a 3 year campaign that will start on Season 98 with Spark (2022),

Season 99 Ignite (2023) and Season 100 Flare (2024). The campaign specifically aims

to uplift the image and credibility of the league through interaction, maximization of

athletes, and digitization of strategies with its major target audience, the students of the

member schools and high school students, following by the alumni and sports

enthusiasts as secondary.

With a total budget of P71,000,543.00 for 3 seasons of the NCAA it aims to maximize

every peso in order to uplift the league itself.

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 BUDGET BREAKDOWN CHART

Medium Peso Percentage

Television P300,000.00 0.43%

Radio P3,000,000.00 4.28%

Internet P5,519,731.00 7.87%

Mobile P6,781,100.00 9.67%

Print P33,399,712.00 47.65%

Events P13,100,000.00 18.69%

Safety Margin P8,000,000.00 11.41%

Total: P70,100,543.00 100%

Gone are the days of TRI-Media, the MATCH Campaign aimed to captivate its audience

using TRIMP (TV, Radio, Internet, Mobile, Print) to situate emphasis on the adaptability

of the NCAA as a league in order to relate to its target audience.

 Internet

 Knowing that Twitter is one of the highest rated social media channels by

the students of the participating schools the team wants to not only trend

every hashtag but also want to interact through tweets to increase the

game intensity by coming up with a unique tagline per game. The unique

tagline would increase the school spirit of the students by favoriting and

retweeting a hashtag.

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  A viral video will suffice in order to increase the visibility of the league as

well as to attract sponsorships towards the league. It will be done in the

sense that the target market will be pumped up knowing that in the past

years the NCAA has no ways of hyping up the students when it comes to

the opening of the league.

 Mobile

 The digitization of the generation is one of the most prominent concepts

that surrounded our society. With that, the team decided to craft a Mobile

Application in order to keep up with the trend and the consumers’

preferences.

 Print (ATL/BTL)

 The students of the participating schools often rate their school spirit as

only strong compared to the students of the UAAP, thus; this can be a way

to boost their school spirit and increase ticket sales. Knowing that

Basketball is the only sporting event that supports the whole NCAA

financially the team designed a way in order to increase viewership for

every event.

 The team wanted to entice the target audience with the new and creative

way of advertisement. The team’s proposed advertisement is engaging in

a way that it will allow the audience to play with their advertisements.

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  Due to the high level of publicity of the UAAP there is a need for the NCAA

to keep up with such. The billboard will serve as a way for us to interact

with our target audience knowing that they will submit photos to be added

to the billboard.

 Knowing such the team crafted a unique way in order to engage the

students in the advertisement as well as the emotional feeling of being

part of the league. This poster can be a way to boost the online

advertisement and increasing the social media interaction.

 The months of July, August and September is indeed full of typhoons. The

rainy season will be hard for advertisers to have advertisements that will

withstand the natural phenomena being faced by the country. One

promotional strategy of this campaign is the rain stencil advertisements.

 In order to engage the target market of the NCAA the team devised

interactive street art that will be spread out all around the metro. Hence;

the 3D Street Art will not only increase the social media interaction

between the students it will also be a way for the students of the

participating to schools to show their artsy side.

 Events

 In order to create a buzz the team crafted a viral video campaign for the

athletes to interact with their fellow students. The students should know

that beneath the tough façade do regular students want to have fun and

take a break from serious trainings.

Page | 4
  The team wanted to share the earnings in ticket sales and cash price to

the less fortunate. With this the athletes will have a friendly game to build

sportsmanship and unity to the game to achieve united and helpful

members of the NCAA.

 Since it is the 100th season the excitement of what will happen in the

opening of the NCAA will boost by the countdown to be launched on all

the member schools of NCAA.

 In order to increase customer retention it is essential not only to address

the primary target market but as well as its secondary market knowing that

the Alumni has now the purchasing power and can help the athletes of

every school excel not only in sports but as well support their academic

needs.

The MATCH Evaluation Program will be composed of different metrics like the number

of views, television ratings, number of subscribers, number of views, likes and visits,

and number of downloads and users.

Page | 5
 Situation Analysis

Industry Analysis

The Philippine Sports Industry has been part of the Filipinos hearts since its

conception; having its strong rapport the industry continues to stand strong amidst the

economic trials of the Philippines. According to the Philippine Statistics Authority (2010),

the Sports Industry has the second highest percentage of establishments in the

Philippines (19.8%) with the Gambling and Betting Industry at the top spot with a

whopping 66.5%. Also, the Philippine Sports Industry has the third highest employment

rate among the Arts, Entertainment, and Recreation Establishment in the Philippines.

This is a proof that Sports in the Philippines is truly patronized by our locals as well as

being engraved in their culture.

Company Brief

Knowing that the Sports has been carved into our hearts there is an obvious

need to not only highlight the professional leagues but also to feature the youth that also

has the highest potential to be turned into sports heroes. And with that, in 1924 the

National Collegiate Athletic Association (NCAA) was conceived upon the efforts of the

head of the Physical Education Department of the University of the Philippines, Dr.

Regino Ylanan. It was the original battle grounds of universities such as University of

Sto. Tomas, Ateneo de Manila University, De La Salle University, Far Eastern University

(before known as Institute of Account), and National University before they eventually

transferred into the University Athletic Association of the Philippines (UAAP) and left

San Beda College as the only original member from the rest. With controversies

Page | 6
regarding withdrawal of founding members it has been an irony knowing that a sports

league turned into an action scene full of violence due to the tension among the rival

schools. Fast forwarding into the 2014 scene; the oldest athletic association in the

Philippines has now 10 member schools with 12 athletic events per year (Lt. Col.

Malonso, 2014).

Products and Services Review

Sports

One of the most anticipated games in

NCAA season is the Basketball
tournament which is held every first
semester of the academic year. Being
basketball as the most popular sport in
the Philippines, it received the most
attention from the students and the
sports-minded audience. As a result, the
NCAA Seniors Basketball championship
is the most coveted title among the NCAA
events. San Beda College holds the title
of having the most seniors’ basketball
championship award with a record of 18
times. There is a separate division for
high school student-athletes which are
the juniors division.

Football championship is held every first

month of the year and is divided into two
conferences; the juniors and seniors
division. San Beda College almost got the
11 consecutive years of championship
except for the year 2009 when College of
Saint Benilde won.

Page | 7
Swimming tournament is held every
August during the year-
long NCAA season and since then, it has
always been the San Beda Red Sea
Lions who are the title holders. The
championship is determined by the total
number of points accumulated by a team,
by virtue by the placements in the final
rounds similar to the method used in the
General Championship. There are also
two divisions: juniors and seniors. The
academic year 2009-2010 was the first
season that the tournament was open for
women.

San Beda College always has the spot for

taekwondo for they always win the
competition and if not them it is the De La
Salle- College of St. Benilde who gets the
title. It is a demonstration sport that
denotes school won juniors', men's and
women's championship in the same year.

Another nerve-wrecking event for the

NCAA season is the Track and Field
championship. Mapua Institute of
Technology leads the track for they
frequently win the said event. Like other
NCAA events, there are two
championships that are awarded, the
Seniors division and the Juniors division.

Page | 8
Volleyball– The tournament occurs every
second semester of the academic year. It
is divided into three divisions: Juniors for
high school students, Seniors for male
college students and Women's for female
college students.

The only board game included in the

NCAA is Chess which is a Swiss-style
tournament. The title holder of this event
is the San Sebastian College- Recoletos.
There are also two divisions, juniors and
seniors.

Tennis championship is held every

second semester of the academic year
with its two divisions, juniors and seniors
and Mapua Institute of Technology
exhibited great excellence in this sport.

Every second month of the year, Table

Tennis championship is held. Before only
men were allowed to join the competition
but in the year 2000, it was open for
women as well. Among the entire member
schools of NCAA, Colegio de San Juan
de Letran leads in Table Tennis.

Page | 9
Another most awaited event in the whole
NCAA season is the Volleyball
championship during the second
semester of the year and just like in the
table tennis before, only men were
allowed to play the game but in the year
1975, women got the opportunity to join. It
has been the San Sebastian College-
Recoletos that greatly excelled in
volleyball.

Beach Volleyball championship is held

every March. Before, juniors were not
allowed to play due to safety precautions
but in the year 2007, juniors got the
chance to play the game. Despite the
heat of the sun and intense training,
University of Perpetual Help System
DALTA already mastered the game for
they were the defending champion.

The badminton championship is a

demonstration sport that was introduced
in its 2009-10 season. There is a juniors
men and women’s division as well as in
seniors.

Cheerleading has been upgraded to a

"regular sport" which means it will
contribute points in the overall
championship race. It only started last
2003-2004 season and became one of
the most awaited part of the event.

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Competitive Review
COMPETITIVE REVIEW
The National Collegiate Athletic
Association (NCAA) is an athletic
association of
ten colleges and universities in
Description
the Philippines. Established in
1924, the NCAA is the oldest
athletic association in the
Philippines.
The NCAA is the oldest athletic
association in the Philippines.
Knowing that it is the pioneer, the
Analysis league with its founding
members transferring to the
UAAP due to the lack of
challenge in terms of sports.
PRODUCT
1st Semester Sports:
Badminton, Basketball,
Swimming, Table Tennis,
Taekwondo, Chess
 Sporting
Events 2nd Semester Sports:
Beach Volleyball, Cheerleading,
Soccer, Lawn Tennis, Soft
Tennis, Track and Field,
Volleyball
 Schedule Every Monday, Tuesday &
Thursday
The sporting events of the NCAA
are equally distributed in order to
Analysis: sustain the hype every semester.
Games are mostly held
weekdays however they still have
Page | 11
The University Athletic
Association of the Philippines
(UAAP), established in 1938, is
a sports association of eight
universities in the Philippines.
Each year, teams from these
universities play in 15 sports.
UAAP is considered as the
premiere sports league in the
Philippines with a huge fan
base, it is one of the most
awaited events of the year.
1st Semester Sports:
Basketball (Seniors Division),
Volleyball (Juniors Division),
Beach Volleyball, Badminton,
Taekwondo, table Tennis,
Cheerleading, Swimming
2nd Semester Sports:
Basketball (Juniors Division),
Volleyball (Seniors Division),
Football, Softball, Track and
Field, Fencing, Baseball, tennis,
Chess
Every Wednesday,
Saturday & Sunday
With 15 sporting events it is no
wonder that the UAAP has more
sports due to the population of
their universities. Schedules for
the games are usually held
 a few games on weekends.
PLACE
 Volleyball (Colegio de San
Juan de Letran Gym, San
Beda Gym, Ninoy Aquino
Stadium)
 Swimming (PASA National
Aquatic Center)
 Basketball (San Juan Arena,
Mall of Asia, Smart Araneta
Coliseum, Filoil Flying V
Arena)
 Badminton (Power Play
Badminton Court)
 Track and Field (DLSU-
Dasmarinas in Dasmariñas,
 Venues Cavite, ULTRA Pasig City)
 Cheerleading (Mall of Asia
Arena, Makati)
 Soccer (ULTRA, Pasig City)
 Table Tennis (Ninoy Aquino
Stadium)
 Lawn Tennis (Rizal Memorial
Tennis Center)
 Chess (Athlete's Dining Hall,
Rizal Memorial Sports
Complex, Manila, Colegio De
San Juan De Letran-
Gymnasium, Manila)
 Taekwondo (JRU Gym)
Page | 12
Wednesdays and weekends that
surely affects the viewership
knowing that the weekends of
the students are often used for
leisure time.
 Basketball (Seniors Division)
- (Mall of Asia Arena, Smart
Araneta Coliseum, Filoil
Flying V Arena, AteneoBlue
Eagle Gym)
 Badminton - (Rizal Memorial
Badminton Hall - Malate ,
Manila)
 Table Tennis - (Blue Eagle
Gym, Ateneo de Manila
University)
 Cheerdance - (Mall of Asia
Arena, Smart Araneta
Coliseum)
 Swimming - (Rizal Memorial
Swimming Center - Malate,
Manila)
 Fencing - (Blue Eagle Gym,
Ateneo de Manila
University)
 Baseball - (Rizal Memorial
Baseball Stadium)
 Beach Volleyball - (UE sand
courts, University of the East
Caloocan)
 Softball - (Rizal Memorial
Baseball Stadium)
 Track and Field - (Rizal
Memorial Track and Football
Stadium)
 Chess - (Tan Yan Kee
Student Center, University
of Santo Tomas)
 Volleyball (Juniors Division)
- (Adamson University gym -
Ermita, Malate)
 Taekwondo - (Filoil Flying V
Arena)
 Football - (Moro Lorenzo

All of the sporting events are held
within Metro Manila except for
Track and Field hence; it will not
Analysis:
entice the target audience to go
to a very inaccessible place just
to support their team.
PRICE
 Tickets
NCAA Ticket Prices:
Ringside 300
Lower box 150
Upper box 50
and Ed Ocampo Football
Fields, Ateneo de Manila
University; FEU Diliman
Football Field)
 Tennis - (Rizal Memorial
Tennis Center)
With every event held in Metro
Manila it will capture the
audiences knowing that it will be
easier to support them because
of the accessibility of the places.
One thing also that almost
remained constant is the use of
the Rizal Memorial Sports
Complex hence; having a
trademark place will not mislead
and confuse the audience on
where the sporting event will be
held.
UAAP Ticket Prices:
General Admission-PHP60
Upper Box B-PHP95
Upper Box A-PHP170
Lower Box A, B, and C-PHP250
Ringside-PHP300

Evidently, tickets with relatively

With tickets that are obviously
affordable prices from the UAAP
more expensive than the ones of
they will just be the same
the NCAA it is noticed that the
whether it will be the final game
Analysis: other sports has a certain price
that is usually held at the MOA
range rather than the NCAA, it
Arena that will explain the reason
explains that due to the demand
for the rapid increase of the ticket
of the public.
prices.
PROMOTION
Interaction
FACEBOOK: FACEBOOK:
/ncaa.org.ph /uaap.sports
TWITTER: TWITTER:
 Social
@caaorgph @UAAPSportsTV
Media
INSTAGRAM: INSTAGRAM:
/NCAAsports None

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Advertisements

 Broadcasting
Network /
Coverer

 Radio
Stations

 Commercials

 Online
Promotions

 E-News

Page | 14
  Promotional
Events

UAAP Slam Dunk Contest

Ms. NCAA Coronation

Ultimate All-Star Face Off

NCAA Dunk Contest and
3 point shoot out

Page | 15
  Charity
Events

Benefit Tournament with the Benefit Tournament with the

UAAP for Bantay Bata NCAA for Bantay Bata
 Billboards

 Magazines

Page | 16
  Broadsheet

 Sponsors

Page | 17
Page | 18
 The NCAA’s official broadcasting
network is TV5. With numerous
promotional widespread across
their facebook page though it
only highlights the play by play of
the Basketball season. With e-
news towering over broad sheets
Analysis: and having less exposure in
Magazine and not to mention the
number of sponsors of it is
considered inferior to UAAP.
Having events that are not well
publicized and postulated in the
scene hence; the awareness for
such will be low.
With ABS-CBN being their
official broadcasting network
they still manage to land top
spots on the Broad Sheets
whenever there is a significant
happening rather than the NCAA
that hass less exposure in terms
of print ads. With the exposure
of their athletes and sponsorhips
much more superior than the
NCAA thus; it garnered more
publicity and their athletes are
effective endorsers.

Overall Analysis:

 The National Collegiate Athletic Association is the oldest league and the most

established league.

 With sporting events equally distributed per semester it sustains the hype

throughout the year. But due to the lack of the population not every school

competes in every event.

 One provincial venue, and the rest from Metro Manila; it can be a way for their

league to increase tickets sales by transferring it into Metro Manila knowing that it

is only a two day event. The place of the Basketball league is usually criticized

due to the mishaps that happens (power shortage).

Page | 19
  Having lower price ranges than the UAAP it is ironic that there is less audience

when you the camera pan around the venue.

 Promotional activities seems to be the evident problem of the NCAA although it

has more likes in facebook it seems that the UAAP still generates more ticket

sales and one factor will be mostly their school spirit. The exposures of their

athletes are extremely low and knowing that broadsheets usually cover events,

they seem to have a hard time landing the cover page that will boost the publicity

of the event.

 The University Athletic Association of the Philippines’ founding members is from

the NCAA hence; their founding members are still the foundation of the NCAA.

 Being on the most prestigious sporting leagues in the Philippines it is usually

given the primetime and premium timeslots during weekends and Wednesdays.

 Metro Manila, being the center of all of the games of the NCAA it gives the

audience a chance to watch and support their school live and also having a

consistent sporting ground which is the Rizal Memorial Stadium it will be easier

for recall.

 With ticket prices that are obviously towering over the ticket prices of the NCAA,

it seems to not stop the fact of them having a bigger audience due to the intense

school spirit of the students.

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  The UAAP has a massive fan base knowing that their athletes are effective

endorsers and their broadcasting network is much more established than the one

of NCAA. The league manages to get the top spot of broadsheets and lands

more magazine exposure. However; they lack out of home marketing strategies

where NCAA is much more established at, the usual exposure they get from their

out of home advertising is usually sponsored so it does not feature the league

itself but just the athletes.

Buyer Analysis

The team conducted a comparative survey to the 36 students of the NCAA and UAAP

with asking their buying patterns as well as the students’ viewpoint towards both

leagues. The respondents are equally distributed with 2 students per member school in

order to properly examine the perceptions of every school headed for the league.

1. 62 percent of the respondent usually watch and support the school team live.

With the remaining 38 percent under negation. However, comparing the answers

of both surveys there is a higher percentage of UAAP students that support their

school live (65 percent) rather than NCAA students (55 percent).

ANALYSIS: Due to the immense popularity and exposure of the UAAP much

more of their target market support their schools during the season compared to

what the NCAA gathered. It is obvious that the NCAA students has lower buying

pattern in buying tickets to games.

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 2. When asked to rank their school spirit exactly half of the respondent rate their

school spirit with Strong School Spirit (composed of 56% from the UAAP

compared to 45% of the NCAA students), next is the Very Strong School Spirit

with almost a fourth of the respondents (composed of 31% from the UAAP

compared to 15% of the NCAA students), 20 percent of the respondents

answered Weak School Spirit and lastly 8 percent with 3 percent.

ANALYSIS: The answer of the respondents revealed that the majority of the

students rank their school spirit as strong with higher rate of the UAAP students it

is observable that they exhibit a higher school spirit than those of the NCAA.

3. 34 respondents think that rivalries between schools increase the impact of sports

within the league. While the remaining 2 respondents’ supports the negation.

ANALYSIS: The rivalries between schools increase the impact of sports within

the league because the rivalry among the member schools is prevalent and it

adds intensity to the game.

4. The highest factor that the respondents consider in UAAP’s superiority over

NCAA is its TV Coverage, next with the same percentage is the Exposure of

Athletes and the number of sponsorships of the league, in 3 rd place is the

Audience Impact of every league and lastly is the schedule of the game that

Page | 22
 often on weekdays. The researchers also discovered that the Impact of School,

the UAAP participants has more prestige.

ANALYSIS: With TV coverage towering above others the credibility and quality

of a certain TV Network will surely make or break the viewership of your league.

As well as the exposure of athletes and sponsorships knowing more of the

athletes from the UAAP are more exposed with numerous apparel campaigns

nationwide hence; increasing the popularity of the UAAP. The Audience Impact is

much more seen in UAAP Schools knowing that there are numerous school

rivalries rather than the NCAA. The schedule of the game is the least factor

between the others reflecting that some of the students will defy all odds just to

support their team. Lastly, it all boils down to the prestige of the school knowing

that there are more UAAP members that are well-known and has created a

legacy.

5. 72 percent of the students consider NCAA inferior to UAAP (composed of 65

percent NCAA students and 35 percent) and the remaining percentage (28%)

composed of 70 percent of UAAP students and 30 percent of NCAA students.

ANALYSIS: Majority of the students considers NCAA inferior to UAAP because

of the publicity, sponsorships, and the immense exposure of the athletes.

Page | 23
 WEAKNESSES – W
STRENGTHS – S
1. Low exposure of
1. Oldest and original
athletes
national collegiate
2. Considered inferior to
athletic association
UAAP.
2. Greater number of
3. Ticket sales only coming
participating schools
SWOT from Basketball
3. Affordable ticket prices
MATRIX 4. Game Schedule and
4. School Rivalries
Airtime in TV
5. Unpredictable Events
5. Small population of
6. More homegrown
participating schools
players
6. Low crowd interaction
due to the lack of
publicity and promotions

OPPORTUNITIES – O SO STRATEGIES WO STRATEGIES

1. Technological SO1: Establish relationship with all WO1: Engage athletes into TV
Advancements such the growing number of students from endorsements and commercials
as Social Media and diff colleges and universities to (W1,O2)
patronize NCAA over the other
Mobile Applications competitors (S1, S2, S3, O3)
WO2: Promote interaction and
2. The new trend of feedback from the audiences using
SO2: Intensify the school spirit Social Media (W6,O1)
Athlete through the use of digital and mobile
WO4: Devise a mobile application that
endorsements media. (S4,S5,O1)
gives the target audience an access to
3. Growing number of SO3: Craft promotions that highlights watch the live streaming of events
sports-oriented the homegrown players in order to (W4,W6,O1)
create encouragement for the
students athletes of the same school (S6,O2)
WO5: Make use of athletes from each
member school to create promotions
to boost the awareness for the league
as well as the school (W5, W6,02)

THREATS – T WT STRATEGIES
ST STRATEGIES
1. Immense popularity of ST1: Highlight the intensity and WT1: The Exposure of the Athletes
the UAAP unpredictability of games within the into known brands (W1,T1)
2. The recruitment of NCAA by creating unique promotional
WT2: Support coming from the small
stints (S4,S5,T1)
NCAA players to UAAP population of the NCAA
ST2: Build a massive fan base of (W5,W6,T1,T2,T3)
3. Larger population of players from each school through
universities included in interaction between the target market
UAAP and the league itself. (S6,T1,T2)

Page | 24
Current Target Market Review

PRIMARY TARGET MARKET

Students of Member Schools
Geographic Metro Manila
Demographic Ages 16-21
Psychographic Sports minded students
Behavioral Medium loyalty status
SECONDARY TARGET MARKET
Alumni
Geographic National Capital Region (NCR) of the Philippines
Demographic Ages 21-30, 31-40, 41-50 and 51-60
Psychographic Sports fan
Behavioral Strong loyalty status
High School Students
Geographic National Capital Region (NCR) of the Philippines
Demographic Ages 13-16
Psychographic Sports minded student
Behavioral Less buyer of the ticket
Sports Enthusiasts
Geographic National Capital Region (NCR) of the Philippines
Demographic Ages 31-40 and 41-50
Psychographic Sports fan
Behavioral Positive attitude toward the league

Current Promotional Program Review

The NCAA’s official broadcasting network is TV5 and live streaming coverge at

Interaksyon. With numerous promotional widespread across their facebook page though

it only highlights the play by play of the Basketball season. With e-news towering over

broad sheets and having less exposure in Magazine and not to mention the number of

sponsors of it is considered inferior to UAAP. It has its own website which presents the

member schools, sporting events, schedule and ranking of each team. Having events

that are not well publicized and postulated in the scene hence; the awareness for such

will be low.

Page | 25
Overall Assessment

The NCAA needs to cope with the popularity and people support of the UAAP and base

on the analysis done by the team it shows that the UAAP has more exposure and has

complete events that makes NCAA second. The NCAA only focuses in the eleven

events that they have that results to better training system and the support coming from

the school maximizes the efforts for the association. There are still a lot of strengths and

opportunities analyzed by the researchers and because of that they will formulate

effective strategies that will strengthen the association and also to increase the support

coming from the alumni so that the NCAA schools will not be short numbered to their

athletes.

The league lacks publicity and the number of fewer sponsors makes it inferior to the

UAAP because of the media partner that is the one which allows and chooses what

companies will be their major sponsors to support the whole season. On the bottom line

it is evident the school spirit of a certain league will directly affect the ticket sales and

the overall impact of the league.

Page | 26
 II. IMC Objectives and Strategies

Major Objective:

To bring NCAA to its primary and secondary target markets that aims to increase

the overall image and credibility of the league up to 45% after years of executing the

whole IMC Plan, and upgrade the image of the league in the coming years.

Minor Objectives:

1. To increase the number of TV viewership to NCAA games by 30% in three-year

time period.

2. To increase the number of attendees to games that will lead to an increase in

ticket sales to NCAA games by 75% after the 3 year execution.

3. To increase awareness and popularity of the league during the execution of the

plans.

Campaign Strategies:

 Intensify the school spirit through the use of technological advancements that will

lead to an increase of awareness of the league

 Establish a relationship with all the students included in the NCAA in order for

them to patronize NCAA over the other competitors

 Craft promotions or advertisements that highlights the transformation of the

athletes as well as the league into a higher level

 Engage athletes into promotions that will increase not only their exposure but

also the awareness and popularity of the league

Page | 27
 III. POSITIONING AND CAMPAIGN THEME

Market Segmentation and Target Market

Market Segmentation

GENERATION LOCATION LIFE CYCLE PERSONALITY

Primary Target Market

Students from Participating Schools &

High School Students (juniors and seniors)

GENERATION LIFE CYCLE

 Millennials  College Students (18-23)
LOCATION PERSONALITY
 Metro Manila  PHYSICALLY ACTIVE:
Thrill-seekers, adrenaline
junkie, outgoing and sports
inclined

Secondary Target Market

Alumni & Sports Enthusiasts

GENERATION LIFE CYCLE

 Millennials, Baby Boomers
LOCATION
 National Capital Region (NCR)
 Young Professionals (21-30
& 31-40) and Professionals
(41-50 & 51-60)
 MENTALLY ACTIVE:
Workaholics, analytics, and
intellectuals.
 PHYSICALLY ACTIVE:
Thrill seekers, adrenaline
junkie, outgoing and sports
inclined
 STRATEGIC:
Keen to details, notices every
move, and analyzes the play

Page | 28
 by play
Positioning Strategy

More For Same – The National Collegiate Athletic Association is expected to define its

competitive edge by providing comparable quality which is lower than the cost of the

University Athletic Association of the Philippines.

Positioning Statement

“For college students who are in the search for excitement and thrill, NCAA provides

unique viewership interaction that will intensify every student’s school spirit.”

Sample Target Market and her Day in the Life

Clecia Jari Billones is a student from one of the

participating schools of the National Collegiate

Atheltic Association. She is a student leader as

well as a student possessing exemplary

academic standing. Amidst the hectic schedule

of being a college student and leader, she still

finds time to be with her friends and spend time

just to have fun with them. She admits that it is

really hard being a college student to balance

studies and friendship that she considers

Sunday as her only rest day knowing that the remaining days of the week is allotted to

her school works.

Page | 29
Given her rating, she has a positive school spirit that can be seen of her when watching

and supporting her school live or even in the comforts of her own home. She personally

thinks that the school rivalries between participating members of the NCAA makes the

league more intense and these rivalries somehow increase the school spirit and

participation of every student wherein the students would be encouraged to watch the

games of the NCAA.

However she believes that the NCAA is inferior to the UAAP because of its immense

popularity due to the high rating of viewership when it comes to the sporting events of

the UAAP. She mentioned that the TV Coverage and the Exposure of the Athletes of

the NCAA is highest factor of UAAP’s supremacy over the league.

Given the chance, she would watch NCAA games live knowing that it is a way for her to

interact with her schoolmates and watching the games live would be more intense than

just watching it home. She also mentioned that she would want to see NCAA be more

active in the digital atmosphere because according to her the league lacks online

presence.

Page | 30
Campaign Theme

Maximizing Athletic Transformation through the Challenges and Hurdles

MATCH is 3 year campaign in order to uplift NCAA to be top of mind and increase its

brand recall. The “Match Campaign” has three meanings and interpretations. First,

Match as to a person or a thing that is equal and resembles to another in terms of

strength and quality. Second, Match as a sports competition or event in which teams

compete against each other and played as a test of superiority and lastly, Match as a

slender flammable material tipped stick made of wood that produces fire.

The campaign aims to boost the spirits of the students from the member schools

through social media interaction and digital marketing. From its meaning, it aims to

utilize the transformation of athletes into an illustrious level as well as to uplift the overall

image and credibility of the league.

Page | 31
MATCH Campaign will be on three levels namely, Spark, Ignite and Flare. These three

stages will be incorporated on the 98th, 99th and 100th season of NCAA.

 “SPARK THE UNENDING REVOLUTION” on Season 98

Just like the first stage in flaming up a match stick, it will start with a spark. In

relation to NCAA, Spark the Revolution would be the first campaign theme. In

that season, it would be all about sparking the extreme change of upgrading and

leveling up the overall image and credibility of NCAA and athletes.

Page | 32
  “IGNITE THE PROLIFERATE PASSION” on Season 99

The second level would be on the stage of blazing the desire and passion of

each member school and athletes. From the spark in the 98 th season, the 99th

year would be of fueling the passion and continuing the revolution.

 “FLARE THE UNRESTRAINED SPIRIT” on Season 100

On its centennial year, it would be bursting of the flame of the spirit of each

member schools and exhibiting extraordinary support and camaraderie.

Page | 33
 Celebrating its 100th year would be best if the glowing excitement and burning

spirit of each student would be visible.

IV. Creative Recommendation

THE COPY PLATFROM

 ADVERTISING OBJECTIVE

 To persuade the students of the participating schools to patronize and support

more the NCAA league than the other leagues.

 To persuade the incoming college students to join and be part of the NCAA

league.

 To inform audience the other most anticipated events and intensified games that

they can watch and support in NCAA.

Page | 34
  To remind the students of the participating schools to intensify more their school

spirit by watching their school’s sporting events live as well as engaging in social

media interactions.

Marketing Message Strategy

The implementation of MATCH Campaign will convince its target audience, patronize,

support and motivate their athletes, and boost their school spirits that will increase the

overall persona or image of the league.

Advertising Appeals

The Match Campaign stimulates interest and influences feeling through the combination

of humor, informational, emotional. Humor since the campaign intends to persuade,

inform and remind in a somehow humorous way that can attract audience in the first two

years of execution before the 100th year. It is also informational for the theme of the

campaign has the relevancy needed and consistent with the product’s description.

Lastly, it is emotional because the main strategy of the campaign was to increase the

school spirit of the crowd in each college that will contribute to their emotional state of

supporting their own athletes as well as the excitement that is to be provided especially

in its centennial year. The tone and mood of advertising is natural, socially oriented and

upbeat.

Advertising Execution Format

The advertising campaign would be of a personality symbol in which it involves the use

of a central character or personality symbol to deliver the advertising message and with

Page | 35
which the product or service can be identified. Another advertising execution style would

be the lifestyle approach wherein in will show how the product which is NCAA will fit to

the consumer’s lifestyle which is in sports, athletic, sports inclined and outgoing.

Furthermore, the tone and mood of advertising will be one of its styles that build the

image of NCAA. There will also be the incorporation of cultures and tradition of Filipinos

in playing sports especially basketball in the campaigns’ corporate social responsibility

program. Public service advertising will also be done as to increase and spread the

awareness about NCAA’s gaming and promotional events.

Page | 36
 V. MEDIA CHANNEL RECOMMENDATION AND

PROMOTIONAL MIX RECOMMENDATIONS

The Hunt for the NCAA Campus VJs

 TARGET AUDIENCE: Students of the Participating Schools

 OBJECTIVES:

 To increase awareness about the league.

 To boost interaction between the students and the league.

 STRATEGY/EXECUTION

A program that will commence every summer, it will be away for the

students to be more enticed with league knowing that the level of

exposure of being a campus VJ will be massive because they will be the

courtside reporters of their respective schools. Not only it will increase the

school spirit it will also be a way for the public to know that the NCAA not

only values the athletes but also value the talents of the students of the

member schools.

Radio and Newspaper Announcement of Upcoming Events and Updates

 TARGET AUDIENCE: Students of participating schools

 OBJECTIVES:

 To update the target audience.

 To inform the target audience.

Page | 37
  STRATEGY/EXECUTION

In case of the audience missed the last game there would be run through

of what had happen in the recent game and to inform them in the

upcoming game, where it will be held and what time. Not only that the

team wanted to persuade and entice the audience, they also want to

update and inform. To keep the target audience updated in the games.

Also, it would feature the homegrown players of NCAA on their playing

behavior to increase their publicity.

NCAA MATCH Mobile Application

 TARGET AUDIENCE: Students of the participating schools and Alumni

 OBJECTIVES:

 To boost the interaction between the students and the league

 To persuade the students to watch the games of the league live.

 To attain customer retention through consistent updates

 STRATEGIES

The NCAA Mobile Application will be launched on the 98th season of the

league in order to create more buzz and for their target market to be in the

know of the daily play by play of each team. It has 3 main features:

 DISCOVER

o History – It will feature the league’s roots and how it rose

to fame.

Page | 38
 o School – This includes the information about the

participating schools.

o Know your Sport – An interactive way of letting the target

market be aware of the different sporting events of the

NCAA.

o Athletes - The page will include pertinent data about

every participating school’s team.

 INTERACT

o News and Updates – Be on-the-know of the different

happenings in the league.

o Scoreboard – This page will always keep you updated

regarding your school’s standings.

 ENJOY

o Camera – The application will include a creative camera

feature with different designs to boost their school spirit.

They will be asked to connect the application with their

social media applications and it will automatically post

pictures from the application.

o Livestream – The page will include the livestream page

wherein they could watch the games of the NCAA live on

their mobile applications with the use of an Internet

Connection.

Page | 39
 o Games – Not only it is an informative application, the

team would want the target market to enjoy simple and

fun games that would make their idle time enjoyable.

 RATIONALE

The digitization of the generation is one of the most prominent concepts

that surrounded our society. With that, the team decided to craft a Mobile

Application in order to keep up with the trend and the consumers’

preferences.

Hashtag Advertising (#Advertising)

 TARGET AUDIENCE: Students of participating schools

 OBJECTIVES:

 To increase the school spirit

 To release a play by play happening during the game

 STRATEGY/EXECUTION

There would be a play by play update about what is happening in the

different sporting events. There would also be a hashtag (e.g

#NCAASpark, #NCAAIgnite, #NCAAFlare etc.) in order to trend the game.

 RATIONALE

Knowing that Twitter is one of the highest rated social media channels by

the students of the participating schools the team wants to not only trend

every hashtag but also want to interact through tweets to increase the

game intensity by coming up with a unique tagline per game. The unique

Page | 40
 tagline would increase the school spirit of the students by favoriting and

retweeting a hashtag.

NCAA The Flare Mob

 TARGET AUDIENCE: Students of the Participating Schools

 OBJECTIVES:

 To increase awareness about the league.

 To uplift the social media interaction between the students and the NCAA

 To boost brand recall for the league.

 STRATEGY/EXECUTION

The dance craze will be with one of the hit songs of the specific year. The

team aims to invite athletes from the different participating school as well

as dance groups of each school in order to choreograph and execute the

Dance Craze. A Flash Mob will also be executed prior to the season in a

way to excite the audience about the upcoming season.

 RATIONALE

A viral video will suffice in order to increase the visibility of the league as

well as to attract sponsorships towards the league. It will be done in the

sense that the target market will be pumped up knowing that in the past

years the NCAA has no ways of hyping up the students when it comes to

the opening of the league.

Page | 41
“I Dare You to Spark”

 TARGET AUDIENCE: Students of the participating schools

 OBJECTIVES:

 To increase social media interaction.

 To entice the target audience.

 STRATEGY/EXECUTION

I Dare You! Will feature athletes from different schools with different sports

will be dared to do pranks to their fellow schoolmate. The dare will be

posted in the weblogs.

 RATIONALE

In order to create a buzz the team crafted a viral video campaign for the

athletes to interact with their fellow students. The students should know

that beneath the tough façade do regular students want to have fun and

take a break from serious trainings.

Spirit Kits

 TARGET AUDIENCE: Students of the Participating Schools

 OBJECTIVES:

 To increase awareness about the league.

 To persuade the students to watch all of the sporting events of the NCAA.

 STRATEGY/EXECUTION

Page | 42
 The campaign will include Spirit Kits is a mini-notebook which includes:

 Primer on the current season – An overview of what will they

expect for the whole season.

 Official NCAA Passport – A small cardboard with blank squares

that represents the different sports and the students would be

encouraged to c ollect stamps from every event by watching every

single sporting event.

 RATIONALE

The students of the participating schools often rate their school spirit as

only strong compared to the students of the UAAP, thus; this can be a way

to boost their school spirit and increase ticket sales. Knowing that

Basketball is the only sporting event that supports the whole NCAA

financially the team designed a way in order to increase viewership for

every event.

Transparent Paged Magazine Spread

Alumni Students of Participating schools

Media Class Print

Medium Magazine

Media Vehicle Sports Digest Chalk

Page | 43
  OBJECTIVES:

 To increase the publicity of the league.

 To entice the target audience.

 STRATEGY/EXECUTION

There would be this two page magazine and between them is a

transparent page. The audience can play with the advertisement by

flipping the transparent page. It feature the sports included in the NCAA

with the homegrown players as its models.

 RATIONALE

The team wanted to entice the target audience with the new and creative

way of advertisement. The team’s proposed advertisement is engaging in

a way that it will allow the audience to play with their advertisements.

3D Billboard

 TARGET AUDIENCE: Students from participating schools and Alumni

 OBJECTIVES:

 To increase the level of awareness and visibility of the league.

 To persuade the students to watch all of the sporting events of the NCAA.

 STRATEGY/EXECUTION

The team designed a 3D Billboard with all of the athletes of NCAA staring

at the glaring logo of the league. The billboard will be standing above all

as it will be placed at one of the biggest billboards in Metro Manila

specifically near the Guadalupe Bridge. And to add the interaction

between the students and the league, they will be asked to submit photos

Page | 44
 of them at NCAA tournaments in order to create a mosaic background

thus; creating an interactive and 3D Billboard.

 RATIONALE

Due to the high level of publicity of the UAAP there is a need for the NCAA

to keep up with such. The billboard will serve as a way for us to interact

with our target audience knowing that they will submit photos to be added

to the billboard.

Mirror Poster Advertisement

 TARGET AUDIENCE: Students of the participating schools

 OBJECTIVES:

 To increase visibility of the league.

 To increase awareness about the league.

 STRATEGY/EXECUTION

The LRT serves as the gateway for the students to easily have a way of

transportation. There would be a mirror with the jerseys of the athletes

from different sports and the audience will stand in front and pose like they

are the athletes.

 RATIONALE

Knowing such the team crafted a unique way in order to engage the

students in the advertisement as well as the emotional feeling of being

part of the league. This poster can be a way to boost the online

advertisement and increasing the social media interaction.

Page | 45
Rain Stencil Advertisements

 TARGET AUDIENCE: Students of the Participating Schools

 OBJECTIVES:

 To increase awareness about the league.

 To persuade the students to watch the games of the league live.

 STRATEGY/EXECUTION

The team designed an advertisement that will highlight the season and

the twist is it will only appear when wet using stencils and never wet

base and top coat; it will be a unique way in order to capture the target

market because it has never been seen in the local setting. The design

for every season will differ according to its corresponding theme.

 RATIONALE

The months of July, August and September is indeed full of typhoons. The

rainy season will be hard for advertisers to have advertisements that will

withstand the natural phenomena being faced by the country.

3D Street Art

 TARGET AUDIENCE: Students of the Participating Schools

 OBJECTIVES:

 To increase awareness about the league.

 To uplift the social media interaction between the students and the NCAA

 To publicize the unpredictability of the events in NCAA

Page | 46
  STRATEGY/EXECUTION

The street art will feature different sports in 3D so that the students will be

able to take #selfies with it and share it with their friends using the official

hashtags of the NCAA. Also, to sum it up students from the different

leagues will be tasked to design the street art and they will be featured as

the artists of the street art.

 RATIONALE

In order to engage the target market of the NCAA the team devised

interactive street art that will be spread out all around the metro. Hence;

the 3D Street Art will not only increase the social media interaction

between the students it will also be a way for the students of the

participating to schools to show their artsy side.

Charity Match Game

 TARGET AUDIENCE: Alumni

 OBJECTIVES:

 To increase awareness about the league.

 To uplift the social media interaction between the students and the NCAA

 STRATEGY/EXECUTION

The team will organize a friendly game and the proceeds will be given to

the boys’ town charity.

Page | 47
  RATIONALE

The team wanted to share the earnings in ticket sales and cash price to

the less fortunate. With this the athletes will have a friendly game to build

sportsmanship and unity to the game to achieve united and helpful

members of the NCAA.

100th Season Countdown

 TARGET AUDIENCE: Students of the participating schools

 OBJECTIVES:

 To increase the excitement in the upcoming event.

 To boost the school spirit of the students

 STRATEGY/EXECUTION

There would be a two week countdown before the 100th season opening

of NCAA. It will be placed in all the NCAA member schools together with

the promotional poster in the season.

 RATIONALE

Since it is the 100th season the excitement of what will happen in the

opening of the NCAA.

The Centennial Flare: An Alumni Homecoming

 TARGET AUDIENCE: Alumni

 OBJECTIVES:

 To increase customer retention

Page | 48
  STRATEGY/EXECUTION

A private event would be organized in order to gather the Alumni from the

participating schools and to recognize their achievements as they have

entered and excelled in their own chosen fields.

 RATIONALE

In order to increase customer retention it is essential not only to address

the primary target market but as well as its secondary market knowing that

the Alumni has now the purchasing power and can help the athletes of

every school excel not only in sports but as well support their academic

needs.

The Centennial Flare: An Alumni Homecoming

 TARGET AUDIENCE: Alumni and Students

 OBJECTIVES:

 To create awareness and spread the 100th year celebration of NCAA

 STRATEGY/EXECUTION

NCAA in partnership with Bangko Sentral ng Pilipinas will produce NCAA

Centennial commemorative bills on 100 peso bill to emphasize the 100 th

year celebration of the league.

 RATIONALE

In order to increase customer awareness that NCAA is the oldest athletic

league in the Philippines and to increase publicity of the athletes as well.

Page | 49
 VI. Campaign Flowchart & Timetable

Page | 50
TV
Total
 VJ Training P100,000.00 x 3yrs P300,000.00
VII. BUDGET SUMMARY

Radio
No. of Days Airing Station Total
 Radio Updates and 915 1 P3,000,000.00
News

TV
Total
 VJ Training P100,000.00 x 3yrs P300,000.00

Internet
 Graphic Designer (3) P177,657.00 x 3 P5,329,731.00
 Social Media Analysts (3) P50,000.00x 3 P150,000.00
 Video Coverage Services P40,000.00 P40,000.00
P5,519,731.00

Mobile Application (iOS & Android Platform)

Cost Total
 Production P1,053,500 P1,053,500.00
 Release P51,600/platform P309,600.00
 Application P473,000/platform P2,838,000.00
 Game P430,000/platform P2,580,000.00
P6,781,100.00

Print
Quantity Cost Total
Billboards 5 P890,000.00 For 3 years P13,350,000.00
LRT Mirror Posters 5 P200,000.00 For 3 years P3,000,000.00
Countdown 10 P40,000.00 P400,000.00
3d Street Artist 3 P1,900.00/hr 360 hrs , 3 yrs P6,156,000.00
Magazine (Ad Placement)
 Chalk P50,000.00 For 3 years P150,000.00
 Sports Digest P50,000.00 For 3 years P150,000.00
Newspaper
 Phil Daily inquirer P373,968.00 For 3 years P1,121,904.00
 Philippines Star P373,968.00 For 3 years P1,121,904.00

Page | 51
  Manila Bulletin P373,968.00 For 3 years P1,121,904.00
Spirit Kit 20,000 P100.00 For 3 years P6,000,000.00
Rain Stencil Ads Materials 300 P920.00 For 3 years P828,000.00
33,399,712.00

Event
Total
 The Centennial Flare P2,000,000.00 P2,000,000.00
 Commemorative Bill P10,000,000.00 worth 11,000,000.00
Production Cost P1,000,000.00
 Post Evaluation (UAI) P100,000.00
P13,100,000.00

Safety Margin P8,000,000.00

Grand Total P70,100,543.00

VIII. MEASUREMENT AND EVALUATION

The following are the menaces that will give the team the indicator that the strategy
done for NCAA was nominal and strengthened the association’s goals and beliefs.

 PROMOTIONS: Radio, Spirit Kits and Print Ads: viewership rate not just in the
television but in the live event games of the NCAA, awareness level, online traffic
established

 Social Media: #Advertising, the Flare Mob (Viral Video), “I Dare You to
Spark”: number of views, shares, likes, comments, subscriptions, impressions
per click, tweets, followers,

 NCAA MATCH Mobile App: ratings of the users, number of downloads

 Hunt for NCAA Campus VJ: number of submissions, entries, viewership rate

 Charity MATCH Game: attendance of representatives, number of participants

and people came

Page | 52
 VIII. APPENDICES

APPENDIX A

MATCH LOGO

APPENDIX B

MATCH STAGES per Season

Page | 53
Page | 54
 APPENDIX C

The Hunt for NCAA Campus VJs

Official Promotional Material

Page | 55
 APPENDIX D

Sample Script for Radio Announcements

Page | 56
 APPENDIX E

NCAA MOBILE APPLICATION

Official Logo

Page | 57
 Official Promotional Material

APPENDIX F

NCAA: The Flare Mob

Official Logo

Page | 58
 Sample Viral Video to be Launched

APPENDIX G

I Dare you to Spark

Official Logo for I Dare you to Spark

Page | 59
 Sample Pranks for Prankvertising (credits to BigDawsTV of Youtube)

APPENDIX H

Spirit Kits

Page | 60
 APPENDIX I

Magazine Spread with Flipabble Transparent Small Page (Sample)

Page | 61
 Appendix J

Mirror Poster Advertisement in LRT Stations

APPENDIX K

Rain Stencil

Before & After (Expected Result)

Page | 62
 Before & After (Expected Result)

APPENDIX L

3D Street Art

Page | 63
Page | 64
 APPENDIX M

Charity Match Game

Page | 65
 Appendix N

100TH Season Countdown

Page | 66
 Appendix O

The Centennial Flare

Page | 67
 Appendix P

The NCAA Centennial Commemorative Bill

Page | 68