Integrated Marketing Communications Plan for Letran Basic Education Department

I.EXECUTIVE SUMMARY

Founded in 1620 by Don Juan Geronimo Guerrero, a retired Spanish Officer, to provide
education and mold the orphans to become good Christian citizens. Colegio de San Juan de
Letran is a Dominican institution located within the historical walled city of Intramuros, Manila.
For almost 400 years, Letran has provided excellent education not only in the basic education but
also in the collegiate level. It continues to strive in providing a supportive environment that
contributes to the integral learning of students, and to be a Christ-inspired community to help
form the core values and enhance their educational experience.

For the past three consecutive years, Letran’s the number of enrollees continue to shrink. With a
total number of 349 students from elementary department on SY 2012-2013, it decreased by
12% on SY 2013-2014, and it continuously decreased by 10% on SY 2014-2015.

As the enrollees in the basic education are decreasing, Letran will need to have a fresh set of
promotional materials, strategies, and messages to encourage students and parents to enroll in the
basic education department.

II. PROBLEM STATEMENT

For almost 400 years, the Colegio de San Juan de Letran continuously provides noble
excellence for Christian quality education in basic education level that provided a
comprehensive curriculum and helps in forming a Christ-inspired community. The
Colegio also involves its students in participating school activities that enhance their
leadership skills and other talents which enable them to excel, that is also being
recognized by the Colegio.

400
350
300
250
Boys
200
Girls
150 Total
100
50
0
2012-2013 2013-2014 2014-2015

Number of Letran’s Basic Education from 2012-2015

 For the past three years, Letran’s enrollees in the basic education department have
plunged and even today it continues to get lower. With the current school year (2014-
2015) garnering the lowest enrollees of 300 pupils wherein 206 are boys and 94 are the
girls. Unlike two years ago, there were around 349 pupils

However, the Colegio still can’t sustain the educational needs of students – lacking
educational funds, school facilities, and costly tuition fee to name a few. The dilemma
causes a change in the market that makes the institute get a lower percentage of enrollees
per academic year.

III. SITUATION ANALYSIS

STRENGTHS OF THE ORGANIZATION

*Strong Community support – Letran's basic education has been known to have strong
support from parent's and alumni especially in the community activities of the
students.
I.
*A conducive learning environment – Since Letran is situated in Intramuros there are little
distractions for the students therefore making it fit for learning. Aside from the vicinity there are
also promising facilities, competent faculty members, comfortable air-conditioned classrooms
constitute a conducive learning environment.

WEAKNESS OF THE ORGANIZATION

* Lack of parking space –As anyone can see, not only parents but also other faculty members, staffs, and
visitors bring cars in the school for convenient transportation. This is the primary complaint of parents. It
is apparent that Letran has a small lot area, thus, making the parking space not big enough.

* Limited music programs, visual and performing arts – The said programs are lacking because of the
lacking facilities for the said activities.

OPPORTUNITIES IN THE ENVIRONMENT

*K-12 program- Letran has already prepared for the K-12 program ahead of other schools and
has made it a point to prepare their teachers and administrators for the upcoming academic
changes.

* New infrastructures are being made within the campus – Since Letran has been through many casualties
and witnessed history, a little change in terms of it's facilities is needed especially in the infrastructures.
As of now there is a new building being finished for the elementary department.
THREATS IN THE ENVIRONMENT

* Pubic schools that are near in the target market’s residential area – these schools have cheaper tuition
fees, which can have a tendency that parents would enroll their children in these schools because it’s
cheaper.

* Other known private schools – There is also a possibility that some of our target market would enroll
their children in these known private schools because of their facilities and prestige that they could get
from the said schools.

IV. MARKET AND CONSUMER BEHAVIOR ANALYSIS

When it comes to basic education, Letran has very little competition within
Intramuros but there are two schools near Letran that is becoming a big threat. Other
than public schools, Adamson University and Santa Isabel College is a big
competition since both schools have been known for a long time and the said schools
are also Catholic institutions it makes them a big threat on Letran’s market. Since
Letran’s basic education department’s enrollees have been dropping, it is a big point
to know how these two institutions become a competition to Letran.

Adamson University
Adamson University, also a Catholic institution has been known for its mission to
help those who are socially disadvantaged. Being a Vincentian institution it follows
the examples of St. Vincent de Paul by responding to those who are in need.
The basic education unit of Adamson is somewhat similar to Letran’s although the
difference is the population, since they have a bigger campus, Adamson has managed
to have its own building for the basic education. Their basic education follows the
basic curriculum from DepEd but with a strong foundation on values formation.
As for the tuition fee, it can be seen that their tuition is somewhat normal like the
prices of small elementary schools in the Metro. Despite the regular tuition fee,
Adamson has managed to have great school facilities. It could be seen that they have
enough space in every classroom for a huge class, the restrooms are clean, and good
security and surveillance.

Santa Isabel College

Santa Isabel College like Letran was founded during the Spanish Colonial Period, it
was first intended for Spanish orphans at the time but in 1733 it opened its doors for
Filipinos. At the time it was like the counterpart of Letran since it was known as one
of the oldest all-girls schools but currently they have changed into a co-ed school.

As for their curriculum it follows what DepEd has recommended but with slight
changes to promote advanced lessons in their students. The institution aims to
promote Christian values in every student by focusing on a Christ centered
 department. As for the facilities, like Letran it has seen better days but it is well
maintained to cater to student’s needs.

Product Analysis

Letran’s Basic Education department is also located in Intramuros, it is situated at the

St. John the Baptist building with other classes also located at the college building.
Since the former elementary building was demolished to make way for the new
building they were transferred to the high school building. As for the facilities,
Letran’s basic education department is complete in terms of all the required facilities
to properly perform school activities, like a science lab, gym, music room, library,
and many more. As for the new building, it will feature state of the art facilities which
would reflect on Letran’s value for money. To compare with other schools which
have been around in the country for a long time; what Letran did to outscore newer
schools is that it has managed to retain its historical look but add modern facilities to
help the students have a modern study setting. These include Mac Labs, computer
labs with the latest operating systems, glass boards and LED TV’s as replacement for
whiteboards and projectors, and more activity halls for various class presentations or
activities. In line with that Letran aims to go for a more modern approach on teaching
by providing for students some tablets as replacement for their regular school books;
however as of the moment some students have opted to bringing their own tablets and
acquiring the copies of textbooks from their teachers.

These changes may not be as good with what the other prime universities and
colleges have done in the country but Letran aims on gathering more enrollees as
those other schools are having difficulty in accepting more students. In effect, giving
a somewhat similar service and facility to those students, the Colegio could achieve at
least 10% increase in enrollees if they would be able to get those who did not meet
the cut-off the competition schools. Letran may be more expensive than Santa Isabel
and Adamson’s tuition fee, it still has the upper hand since most students are looking
for a similar environment like a strong Catholic/ Christian foundation and quality
education.

Here is the comparison of tuition fee from the three schools:

ADAMSON UNIVERSITY SANTA ISABEL COLLEGE LETRAN COLLEGE
Level Tuition fee Level Tuition Fee Level Tuition Fee
Nursery P 33, 305 Nursery P 36, 069 Kinder 1 P 42,811
Kinder P 33, 405 Kinder P 36, 344 Kinder 2 P 46,042
Grade 1 P 35, 052 Grade 1 P 39, 849 Grade 1 P 49,448
Grade 2 P 35, 052 Grade 2 P 39, 899 Grade 2 P 50,164
Grade 3 P 35, 052 Grade 3 P 39, 152 Grade 3 P 51,601
Grade 4 P 35, 052 Grade 4 P 37, 008 Grade 4 P 53,133
Grade5 P 35, 052 Grade 5 P 35, 995 Grade 5 P 55,075
Grade 6 P 39, 302 Grade 6 P 36, 176 Grade 6 P 56,373

Target Market(s) and Audience(s)       

Demographics

The main focus of Letran’s market are the parents from the middle class (B and C).
Parents that could send their child in private schools and those that have a stable work
either in the country or abroad. Another target market of Letran are the students who
are already decided in where they want to study, children aged from 4-12.

Psychographics

Since Letran’s target markets are parents, it is understood that those parents want only
the best when it comes to their children. Being career-oriented parents, they want the
best out of their money that they have invested into Letran for a bright future for their
kids. As to why they look for quality facilities, quality education from excellent
teachers and of course a proper learning environment not only for studying but for
values formation also. Most parents also like about Letran is the camaraderie formed
among the students and the alumni as well as with the teachers and parents.
V. OBJECTIVES

Overall objective:

 To increase the enrollees of Letran elementary students by at least 10-15% by academic

year 2016-2017.

IMC objective:

 To utilize direct mail invitations to achieve 350 enrollees over the next 12 months.

Marketing objective:

 Utilize advertisements to reach 30% of the target market to a minimum of 7 times over a
12 month period.

 To have a sales promotion which redeems 11% of the target market over 12 months.

 To share exposure on printed collaterals with different firms.

Media objective:

 To acquire 1,000 Facebook likes over the next 12 months.

 To increase brand awareness through social media.

VI. STRATEGIES AND PROGRAMS

Marketing Strategies

Promotion from Alumni- Maintain the contact with alumni of parents who graduated from
Letrans elementary department for possible referrals of the parents.

Services

1. Group studies after classes and every Saturday in subjects like Math, Science and English –
This will definitely add learning to the elementary students because extra time will be allotted to
studying the said subjects.
2. Establishing of others sports varsity team like Sepak Takraw, Baseball, Hockey, Taekwando –
This will make elementary students flexible in every sport.
3. Establishing of new Extra Curricular activities/Clubs like Cooking Club, Music Club, Glee
Club – This will hone students deep-rooted interest in the likes of cooking, music etc…
Advertising

• Tarpaulin stand collaterals placed in every entrance of PureGold grocery store around
metro manila – PureGold is visited by middle class parents, which is also Letran’s target
market, thus, they will know about Letran’s basic ed.

• A one page advertisement of Letran with some of its elementary students in Smart
Parenting Magazine – There is a possibility that few of Letran’s target market will view the
magazine, thus, they will know about Letran.

Press Release

• Press Release distribution to print journalist of the newly established elementary department of
Letran – Thus, Journalists will publish stories about Letran’s elementary department.

Sales Promotion

• Free Pencil and Pencil case with Letran logo giveaways in every shoppers in
Robinsons supermarket and Puregold – Basically a public relations strategy
• 20% discount on tuition fees for every 2 siblings that will enroll in elementary
department of Letran – A promo discount
• 50% Discount on tuition fees for every 4 siblings that will enroll in Letran elementary
department – same as stated above
• 100% discount on tuition fees for every 6 siblings that will enroll in Letran elementary
department – also same as stated above

Sponsorship and events

• Sponsorship in an Ob-gyne Clinic around Metro Manila

• Sponsorship at every Event in the Robinsons Malls around Metro Manila
• 1 year scholarship in Letran elementary department as one of the Major prizes in the
raffle draw at Puregold – Engaging into raffle will make us know more about our
target market.
• Letran Bags and T-shirts as minor Prizes in the raffle draw at Puregold and
Robisnson’s Supermarket (Metro Manila only)
Direct Marketing

• Direct Email campaigns to working parents belonging to class B and C -With the
enrollment goal in mind. Any opt-ins you get from the website or addresses you've already
captured should be applied.

b. Creative Strategies and Programs

 Improve Letran’s marketing strategies by utilizing the internet and social media.

 Promote Letran through print advertisements on newspapers and online also by

improving Letran’s webpage.

 Communicate with target market by means of social media to have more interaction with
them.
 Increase brand awareness by providing more information during events within and
outside Letran.

c. Media Strategies

 Posters, print ads, and articles -

 Tents
Social Media Promotion – create a Facebook page and boost its promotion about the basic
education of Letran. social media provides a channel for engagement and discussion, which
should definitely be utilized to keep in touch with your audiences

ADVERTISING COPY PLATFORM

Ad Subject: Colegio de San Juan de Letran Basic Education (Elementary Level)

Ad Problem: The Letran Basic Education Department, particularly elementary, needs to gain
enrollees and retain its competitiveness among other schools.

Product Characteristics:
Quality standard teaching and values formation
PAASCU Accredited school Level II

Advertising Objective:
a. Help Colegio de San Juan de Letran to re-introduce the basic education department to
the market.
b. To increase and sustain the number of enrollees of basic education department.
Target Market:
Parents who seek for elementary school that caters quality education, yet values oriented
school. Children age 7-15 years old who seeks quality education and at the same time
looking for school that can hone their talents and skills.

Competition: Adamson University and Sta. Isabel College

Statement of Benefit or Appeal:

1. Letran gives quality education

2. Letran has produced leaders since 1620

3. Letran has molded students into good Christian citizens

Creative Theme:

Let the Knight shine in you -Letran

Supportive Selling Points:

1. A Dominican institution so the teachings are known to be good

2. Has flexible payment schemes for affordability

3. Improved facilities to accommodate more enrollees.

VII. Evaluation

With all of the strategies and promotions given, it is expected that at most of the given
objectives would be executed properly. By connecting the various promotions with each strategy
it is expected that Letran’s marketing would increase or gain back the market that they have lost.

VIII. Budget
 Promotion Specifics Unit Cost Total Cost

Press Kit Bond Paper – P1.00/pc

CD – P30.00/cd
Envelope – P5.00/envelope P2.00 x 50 P100.00
Tote Bag – P200.00/bag
P30.00 x 50 P1,500.00
Bag Imprint –
P200.00/imprint P5.00 x 50 P250.00

P200.00 x 50 P10,000.00

P200.00 x 50 P10,000.00

Print Advertising Manila Bulletin – 1/3 page

P 66,600.00/Sunday
(Newspapers) P66,600.00 x 4 P266,400.00
Inquirer – ½ page P 66,
679.20/Saturday
P66,679.20 x 4 P266,716.80.00

APPENDICES
A. ADS
 Integrated Marketing
Communications Plan
By Evenstar Groups

Almario, Alvin Japheth V.

Barretto, Charmaine Rosabelle B.
Durian, Mavelle P.
Flores, Patricia Rose B.
Mauricio, Nico Lew R.
Rosales, Miguel D.
Santos, Liam Renz C.
 Integrated Marketing
Communications Plan
By Evenstar Groups

Almario, Alvin Japheth V.

Barretto, Charmaine Rosabelle B.
Durian, Mavelle P.
Flores, Patricia Rose B.
Mauricio, Nico Lew R.
Rosales, Miguel D.
Santos, Liam Renz C.