MMSTRAM INTEGRATED MARKETING COMMUNICATIONS PAPER

Research Title: Knowledge of Senior High School Students about Intellectual Property
Rights in Selected Catholic Private Schools at Metro Manila

Researchers: Miguel Augusto Besa, Bachelor of Arts in Multimedia Arts, De La Salle-

College of Saint Benilde

C. Situational Analysis

C.1 SWOT-TOWS

STRENGTHS WEAKNESSES
- Motion graphics can - As a new website, the
provide a fun and project doesn’t have a
interactive learning well established
through the use of reputation yet.
animated texts or
graphics.

OPPORTUNITIES SO Strategies WO Strategies

- The project will try to
establish a more
interactive website for its
users.
- Create a strong and - Integrate user feedback
powerful story by to enhance the website.
transporting your - Increase awareness by
audience into the video. sharing the project
- Enhance immersion through various social
among users. networking sites.
- Change people’s
perception and beliefs
through the use of
narrative transportation.

THREATS ST Strategies WT Strategies

- Similar existing projects
may affect users visiting
the website.
There is a possibility that
partnership agreements
may fail.
- Create a strong - Create an innovative
advocacy project to and unique website in
allow successful order to attract visitors,
partnerships. sponsors, and partners.
 C.2 PESTLE

Political:

- Data Privacy Act

- Student handbook policy
- Government policy
- Intellectual property violation

Economic:

- Budget

Social and Cultural:

- Age
- Gender distribution
- Lifestyle attitudes
- Cultural norms
- Student population

Technological:

- Intellectual property issues

- Technological awareness

Legal:

- Intellectual property rights

- Copyright and patent laws
- Intellectual property licenses

Environmental:

- Not applicable
D. Competition

D.1 Identification of Competitors

D.2 Profile of Competitors

WIPO (World Intellectual Property Organization) and IPOPHL

(Intellectual Property Office of the Philippines) are websites that focuses on
the policies about intellectual property in an international level and local level
respectively. The website offers detailed information about the policies
implemented and services they offer.

FutureLearn offer a diverse selection of courses from leading universities

and cultural institutions from around the world. It’s purpose is to transform access
to education. The courses are delivered one step at a time, and are easily
accessible on mobile, tablet, and desktop to learn everywhere you go. To make
learning an enjoyable and social experience, they offer the opportunity to discuss
what you’re learning with others along the way, which helps the person make
fresh discoveries and form new ideas.
 Future Living is an interactive, participant-driven project. Over a one-
month period, Arte’s online viewers shared their opinions on futuristic living
space projects. Their votes helped craft a depiction of how the world of the future
might look like. Far from overcrowded megacities and all-out urbanism, this world
fosters diversity and reflects our shared desire to take a fresh look at how and
where we live. The project proposed 20 different futuristic habitats and the 5
most popular living spaces rely predominantly on plant and solar energy.

TED-Ed is TED’s youth and education initiative. Its mission is to spark and
celebrate the ideas of teachers and students around the world. It is an education
platform that produce a variety of original animated videos, provide an
international platform for teachers to create their own interactive lessons, help
curious students around the world bring TED to their schools and gain
presentation literacy skills, and celebrate innovative leadership within TED-Ed’s
global network of teachers. TED-Ed Animations creates short animated
educational videos that are usually aimed at children. It is paired with questions
and resources and make up what we refer to as TED-Ed Lessons. These lessons
were created in collaboration with experts, such as educators and animators.

Pottermore is the official fan website for the Harry Potter series. The
website allows fans to be sorted into their Hogwarts houses, find their magic
wands, learn about their Patronus, and so much more.

E. Experts

1. Atty. Macris Mallari – She is the Intellectual Property associate of the De La

Salle-College of Saint Benilde who assists in the security and order of creative and
research works of the school.

2. Mr. Dennis Casanes – He is the principal of the HUMSS Strand of De La

Salle University and addresses the concerns of the Senior High School students.
 3. Ms. Socorro Perpetual Escarez – She is the Assistant Principal for Student
Affairs and Formation at the Ateneo De Manila University-Senior High School. She
accommodates the discipline and the character formation of the students.

II. The Story Telling

A. Target Market

Private Senior High Schools around Metro Manila who wants to spread intellectual
property awareness and inspire a community of creative learners.

1. Demographic:
- Age: 16 and above years old
- Gender: Male and Female
- Socioeconomic group: Senior High Students / Academic Administrators,
Coordinators, and Teachers
- Social Class: Class B - C
2. Psychographic Description:
- Personality: Aware, Creative, Nationalistic, Respectful, Diverse
- Activities: Attend a lot of intellectual property events, looking for the latest
updates in Intellectual Property Code of the Philippines, conduct and
attend workshops and seminars, wants to promote innovation
3. Behaviour:
- Talk a lot about intellectual property, advocates academic integrity, looking
for opportunities to patent their ideas, access the latest news through
social media, looking for platforms to showcase their works

B. User Persona

Alice Montero is a 30 year old art director at a web and design studio. She’s also a part
time professor at De La Salle University in Senior High School. She has been
participating in various intellectual property events locally and has witnessed the
development of local intellectual works. She wants to create a program about
intellectual property for senior high school students to ensure that they understand the
value of creativity, protection of rights, and respect towards creators. She also
encourages students to upload their work online. Her job as an art director also allows
her to encourage students to think outside the box. One day, she would like to see her
students present their original creation in front of international clients.

Clayton Francisco is a 16-year old student in Lourdes School in Quezon City. He is a

student who is aware of intellectual property but does not find it interesting.
Understanding that intellectual property is not the most exciting of lesson for him, he
has long been reprimanded by his teachers from time to time. He is a good boy, but he
feels that he needs to know how intellectual property works to widen his creativity and
also avoid plagiarism. He is always open to learning and tries to develop his creativity to
achieve his greatest potential.

C. Direct Observation

Intellectual Property was known for the researcher as a protection against theft
and imitation. The researcher as he did the paper saw that intellectual property, was
very relative. To some of his interviewees, it focused relatively on research, stories, etc.
Others stated it focused on art (designs, colors, movies, music, etc.). He decided to
integrate them together and he saw them go together.

D. Creative Strategy
Anchoring on your BIG IDEA, come up with the following marketing content:
D.1. Digital Print Advertisement

Print Ad
D.2. TVC
AV Concept Paper:

PROJECT TITLE StewardshIP

TOTAL RUNNING TIME 3 Minutes

TOPIC / CLIENT / PRODUCT The purpose of this motion graphics video is to inform the
BACKGROUND audience (SHS students) regarding intellectual property, and how
it is applied and why it should be followed starting from a specific
age.

AVP OBJECTIVES  Define intellectual property.

 Enumerate its kinds and provide real life events about it.
 Explain its relevance and how to protect one’s property.

TARGET AUDIENCE 16-17 years old, Male & Female, Class A-C

CREATIVE GUIDELINES Not Applicable

CREATIVE TREATMENT  There will be a voice-over of a female student from a generic

Catholic School. There will be bright, solid colors, with assets
that are made from Adobe Illustrator.
 

KEY MESSAGE  Manny Pangilinan cited sayings from movies which

made him lose his title.
 TurnitIn is a platform where teachers monitor plagiarized
content.
 Intellectual Property is something taken into heart in
preparation for life after school.

SCRIPT/SEQUENCE OUTLINE TYPICAL OUTLINE OF A VIDEO FEATURE

(the project objectives should Estimated Total Running Time: 2 minutes & 55 seconds
be translated in the sequence
outline) I. Opening Billboard or OBB (5 seconds)
 Icon of the project.

 Shows the project name.

 To provide an overview of the infomercial.

II.  Introduction (5 seconds)

 Definition of IP
 Classifications and examples around its school of
thought
 Icons, symbols and vector images
 To give a brief overview of IP
 To set the ball of the video rolling

III.  Significance (10 seconds)

  Relevance and rationale of IP
 Vector images of IP and rationale
 To expound why IP is important and its essence

IV. Violations (10 seconds)

 Provide the violations, the offenses around it
 Vector images of denial
 To provide a glimpse of why they are wrong and how
they could affect character

V. Special Features (5 seconds)

 Known events of IP and what has happened in the world
 Vector images of people and figures
 To narrate briefly about events and news about IP in a
more concise and simple way

VI.  Solutions (10 seconds or minutes)

 Provide how to follow IP rights and how the school
follows the IP law
 Images of IP and the logos of its solutions
 To provide a solution to the audience (the students) how
to avoid plagiarism and its other offenses

VII.  Conclusion (5 seconds)

 Summary of IP with the overview to the solutions
 Images from the past sequences and an overview
 To provide a rundown of the infomercial.

V. Closing Billboard or CBB (5 seconds)

 Credits of the video and content author
 Acknowledgement of music
 Sources of events and assets

AV Script:

OPENING BILLBOARD
Icon of IP, then the word, “StewardshIP” wipes in.

INTRODUCTION
(Voice-over of a 17-year old girl)
What is Intellectual Property? Intellectual Property is the ownership of an idea or
design of a person. It is a right of a person to keep, destroy or reproduce the work.
Some examples of intellectual property include patents, copyrights, trademarks,
industrial designs and utility models.
 SIGNIFICANCE
(Same voice-over)
Why is intellectual property important? It is important because it respects the author’s
output. The writer worked so hard just so that he/she could produce the
accomplishment. Each composition is a way to give back to the community.

VIOLATIONS
(Same voice-over)
How can you tell if intellectual property is violated? It is violated when somebody
creates the same work without crediting the original author. This is what we call
plagiarism. Plagiarism means making the same work without crediting the one who
made it first. When you plagiarize, you ruin not only the creator’s good name, but you
lose your sense of originality, and trust.

SPECIAL FEATURES
(Same voice-over)
One known event of intellectual property being disobeyed is the speech of Manny
Pangilinan, the former head of PLDT. He cited quotes and mentioned sayings from
Harry Potter. The script and the context were the same, but he did not credit the
quotes. He stepped down from the Board of Trustees of the Ateneo de Manila
University after the incident.

SOLUTIONS
(Same voice-over)
How can we avoid plagiarizing and destroying our integrity? We have to cite our
sources! There is a thing that our teachers make sure that when we submit our
research papers, everything written on it is original and/or properly cited. It is called,
“TurnitIn”. TurnitIn is a platform for teachers to make sure that when they check
papers, nothing is improperly cited. Another solution is that we should make sure that
everything we create is original, so that we can gain the trust from our teachers and
people higher than us.

CONCLUSION
(Same voice-over)
Intellectual property is a way for others to respect works that are original. This is to
ensure that we protect our good name and ensure honesty.

CLOSING BILLBOARD
Miguel Augusto A. Besa (Motion Graphic Artist)
(Name of narrator)
(Source/s of assets if not original)

CONTENT REFERENCES

Intellectual Property Licensing: Forms and Analysis, by Richard Raysman, Edward A.

Pisacreta and Kenneth A. Adler. Law Journal Press, 1998-2008. ISBN
9781588520869.

ABS-CBN News. (2010, April 06). MVP admits mistake in speech, offers to retire from
Ateneo. Retrieved July 28, 2019, from
https://news.abs-cbn.com/lifestyle/04/03/10/mvp-admits-mistake-speech-offers-retire-
ateneo

Severino, H., & Faustino, P. (2010, April 04). MVP 'borrowed' from other grad
speeches, says sorry. Retrieved July 28, 2019, from
https://www.gmanetwork.com/news/news/nation/187652/mvp-borrowed-from-other-
grad-speeches-says-sorry/story/

D.3 Guerilla Marketing

Bus Stop Advertising

 Coffee Cup Advertising

Tote Bag

III. The Ever After

A. Conclusion
The online informative and interactive website will serve as a platform for students to
gain knowledge and awareness about intellectual property. It will contain in-depth
information about intellectual property rights, the rationale, IP related events and news,
the violations, and solutions against IP infringement. It will be a visually-driven website
and will only contains minimal text which will feature graphical and supplementary
images, illustrations, and motion graphics infomercial that will allow the users to have a
better understanding about intellectual property.

However, not all lessons capture the attention and interest of students, motion graphics
and narrative transportation has the ability to capture your audience and immerse them
into the story world. These motion graphics lesson videos can provide a fun and
interactive learning through the use of audio-visual storytelling. It also encourages
active learning through interaction and participation between web users.

B. Recommendation

Since the target audience is updated with the latest technology and mostly spend their
time on social media, the advertisement should reflect the brand values and must be
relevant and engaging to your target audience. The advert should feature a strong and
snappy headline to ensure that it has a powerful, meaningful, and inspirational impact to
your audience. In terms of the marketing aspect, the way the message is delivered to its
viewers can change the perception of your products and services. It also affects its
credibility and trustworthiness. In order to increase brand awareness, great ad
campaigns deliver their message in novel and thought provoking ways. In effect, it
strengthens brand credibility and awareness because it is being circulated rapidly on the
Internet by fans.

C. Key Take-Away

Developing a brand isn’t easy. We need to take into consideration the big idea, creating
a niche, define a target market and sell them. There is a possibility that your message
does not effectively address the right audience. In addition, there are also a lot of
popular brands to compete with. Today, with the rise of social media and other
technological advancements, it is becoming harder to catch the attention of viewers.
Moreover, there is also a possibility that we neglect to wield the right marketing
strategies that can help fuel our growth. We must learn how to analyse and understand
the basic mechanics of your message to effectively reach the right audience.
E. Gantt Chart

E.1. Budget Breakdown

Payables Budget

Domain $38.34

Adobe CC Software P 1,500

Bus Fare P400.00

Token for Talent P200.00