music festival
TRANSCRIPT
I. CAMPAIGN TITLE
iMUSika is a music festival, a concert that will feature Noel Abad
and his accomplishments and contributions in the town of Imus. This
event will serve as Noel Abad’s “thank you” for the people of Imus. It
will also be a means to encourage potential investors to partner with
Noel Abad.
Artists such as Parokya ni Edgar and Noel Abad’s son-in-law’s
band, Kamikazee will be expected to participate in the event. It will be
hosted by the country’s sought after stand-up comedian and host,
Pokwang, to attract more audiences.
II. BACKGROUND INFORMATION AND RESEARCH
Noel Abad is one of the most prominent businessmen in the
town of Imus. He graduated with Bachelor of Arts in Political Science
at San Beda College and finished his Master in Business
Administration at De La Salle University – Manila. Before venturing
into business, Noel Abad was the former vice president of the
Philippine Air Lines and retired from his job in 1996. He has also
worked as marketing trainer consultant for other companies before he
diced to manage his own business. During the year 2000, Noel Abad
pursued the plan of putting up a school. Backed up by his experience
in marketing, he first did a feasibility study and found out that the
business has a potential to succeed. He hired educators (since he
has no background of teaching children) and equipped the school with
new facilities, “What they have, I should have. What they didn’t have, I
should have too.” Noel Abad said during the interview. In 2001 he
opened Benedictine Institute of Learning which is now the forerunner
among private schools in Imus. Apart from this, Noel Abad also owns
Abad Homes, a subdivision in barangay Medicion where Benedictine
Institute of Learning is located.
The family of Abad’s has owned the reputation of being
businessmen in Imus. Abad supermarket is the most common
establishment that they own. There are two Abad supermarkets in
Imus alone. There are still other branches in Kawit and other towns in
Cavite. The family also owned few stalls in the town market and made
income out of them by renting them to other entrepreneurs.
III. ANALYSIS
SITUATIONAL ANALYSIS (S.E.T.)
SOCIAL
The Benedictine Institute of Learning has brought prestige to the town
of Imus. In last year’s NSAT examination, the students have scored
exemplary results making Benedictine Institute of Learning rank as 16
among 1,600 schools throughout Cavite. The pride that the school has
brought to the town helped increase the esteem of the people and
gain confidence on the school’s excellence in education. With the rank
given to Benedictine Institute of Learning, it only shows the quality
education provided by the school to the youth of Imus.
ECONOMIC
Tax is very vital for a country to prosper. Every business
contributes to the country through this. Noel Abad and his family are
well-known businessmen in the town of Imus. Their family own a
school, subdivision and supermarket. The Abad family is
commendable for they pay their taxes on time. Because of the
businesses that they own, they contribute a significant amount in the
municipality’s income. This helps in sustaining the financial need of
the town and helps them implement more programs and projects.
Aside from this, their businesses created employment for the people
residing in Imus. With the job that they have provided, the workers
were able to fulfill the needs of their family. They increased the
salaries of their educators in Benedictine Institute of Learning in
exchange to increasing population of their students. With this, both the
school and the educators benefit from it.
TECHNOLOGY
The Benedictine Institute of Learning believes that the youth of
today could be the future of our nation in general and a valuable asset
to the community in particular if given the proper educative process.
Benedictine Institute of Learning is a highly- technological academy.
Noel Abad assured that the facilities are not just comfortable for
teachers and students but also modern yet very accessible. In fact,
one of their new implementations for the school year 2010-2011 is to
provide e-Notebooks for their students. Through these e-Notebooks,
the students in Benedictine may not necessarily need to bring heavy
and plenty of books everyday because their lessons will be equipped
in that certain gadget. Furthermore, if ever a student misses a day in
school, the missed lessons and home works will be sent to him or her
through electronic mail so that he or she would be able to cope
immediately. In addition, the students are encourage to study harder
due to the convenient classroom setting which includes white board,
projector, air conditioner and complete computer facilities fitted in the
present generation. The school take into consideration the
convenience, comfort, savings and security of the children which play
an important role that would enhance and ensure the opportunities for
the future millennium.
S.W.O.T. ANALYSIS
STRENGTH
He is a respected and
established businessman
He is a former marketing
consultant
He belongs to a family of
entrepreneurs
WEAKNESSES
There are 52 other private
schools in Imus
Competition in real estate is
steep because there are new
subdivisions being built
throughout Cavite.
Has a low profile
OPPORTUNITIES
The event could increase his
popularity
It could increase his
businesses’ marketability
THREATS
The venue where the event is
to be held could only
accommodate a few number of
people compared to the whole
population of Imus.
IV. PROBLEM AND OPPORTUNITY STATEMENT
Noel Abad and his family own several businesses all throughout the
town of Imus. However, majority of the people in Imus do not know
who Noel Abad is, they are just familiar with his businesses. Through
the event, iMUSika, Noel Abad would have the opportunity to
introduce himself to the people whom his businesses have served.
This would help Noel Abad to further reach his publics.
V. GOALS AND OBJECTIVES
iMUSika must be able to make Noel Abad more visible to the people
of Imus. The event must lead him into gaining the confidence of the
people.
Build Credibility and Increase Sales -The iMUSika objective is to
bring popularity and increase the profitability of the businesses of
Noel Abad.
Forge a Customer Relationship - The event must be able to
highlight and make the people know who the man behind the
business is.
There must be no conflict all throughout the event, from the
preparation and during the event itself.
VI. TARGETED AND SEGMENTED PUBLICS
1. Residents of Imus
- Teens (potential enrolees of Benedictine Institute of
Learning)
- Young Adults/ Young Parents
- Others ( Minimum-wage earners to middle class families)
2. Investors
- Other business men (those who are willing to put up a
business and can be potential partners of Noel Abad)
- Entrepreneurs
3. Clients and Consumers
- Parents of the Students of Benedictine Institute of Learning
- Students of Benedictine Institute of Learning
- Stock holders of Benedictine Institute of Learning, Abad
Homes and Abad Supermarket.
4. Employees
- Benedictine Institute of Learning (Faculty and Staff)
- Abad Supermarket
5. Sponsors
- Colgate-Palmolive Phils.
- Uniliver Philippines (Surf, Vaseline Shampoo)
6. Government
- Officials of the Munisipyo who are assigned in giving out
permits
7. Other Organizations
- Abad Home’s Home Owner’s Association
- Benedictine Institute of Learning’s Parent-Teacher
Association
VII. STRATEGY OPTIONS
Organize a music festival without spending too much money.
Cooperate/collaborate with other businesses to lessen the
expense.
Convince huge companies for sponsorship (tactics)
Encourage the people to patronize the business.
VIII. STATEMENT OF LIMITATIONS
Budget
The estimated budget for this music fest is 613,600 php. The
budget can only be extended up to 700,000 php to better support the
event. Also, the music fest chose to highlight two bands, the Parokya
ni Edgar and Kamikazee. This will help to trim down the budget
because the Abad family has a connection with these bands.
Location
The event will only be held in Imus municipality. This is because
the targeted publics are mostly from Imus, Cavite and the businesses
of Abad are located in Imus.
Time
The time span of the event will only be within four months, from the
first week of June to the 18th of September 2010 .
IX. TIME FRAME
JUNE JULY AUGUST SEPTEMBER
Activities 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Brainstorming and Conceptualizing
Planning of the event
Settle permits and other documents
Meeting with the Sponsors
Coordinate with Resource Personnel and Organizers
Meeting with the performers
Information dissemination, Distribution of Campaign paraphernalia and tickets
Finalize details about iMUSika
Event Proper
Evaluation
X. BUDGET
A. Administrative
Event Organizer 40,000 php
Education Coordinator 35,000 php
Marketing Coordinator 30,000 php
Human Resource 20,000 php
Accountant 40,000 php
Support Assistant 20,000 php
Emergency Fund 40,000 php
TOTAL: 230,000 php
B. Operational
Sounds and lights (with LCD) 25,000 – 30,000 php (iMUSika)
10,000 (Battle of the Bands)
Stage 20,500 php
3,000 php (Battle of the Bands)
Tarpaulin(2x4) 160 php x 10 pcs. = 1,600 php
Leaflet 0.50 php x 500 pcs. = 500 php
Poster 80 php x 50 pcs. = 4,000 php
Ticket 2 php x 2,500 pcs. = 5,000 php
Sticker (colored) 40 php x 150 pcs. = 6,000 php
Baller Bracelets 5 php x 650n pcs. = 3,250 php
Decorations 15,000 php
Local Roaming Van 15,000 php
Venue (Imus Plaza) 20,000 php
Talent Fee:
Pokwang 200,000 php
Bouncer/ Security 10,000 php
Miscellaneous 40,000 php
TOTAL: 383,600 php
Administrative Expenses 230,000 php
Operational Expenses 383,600 php
613,600 php
XI. TACTICS AND TOOLS
INFORMATION DESSIMINATION
A multicab equipped with speakers will go around Imus,
announcing the details of iMUSika.
Announcements regarding iMUSika will be heard through
speakers inside the Abad Supermarket.
Leaflets will be given in strategic places where people can be
reached like the market and malls throughout the town.
Print ads such as tarpaulins and posters will be put up
throughout Imus.
EVENTS ACTIVITIES
A battle of the bands will be held before the iMUSika. Each
barangay would have a representative for the contest. The top
three bands will get to perform in the event together with
Parokya ni Edgar, Kamikazee and other artists.
In the event itself, an AVP (audio-visual presentation)
highlighting the life, works and achievements of Noel Abad will
be shown. It will end with the message from Noel Abad thanking
the people who have supported him and those that made the
event possible, emphasizing his gratitude for the people of Imus.
PROMOTIONAL ACTIVITIES
Stickers will be handed out to motorists for free.
Tickets will have raffle numbers, and prices will be given away
during iMUSika. Prices will compose of a scholarship from
Benedictine Institute of Learning and gift certificates from Abad
Supermarket.
Purchasing of certain products in Abad Supermarkets will give
the customers an opportunity to get a ticket for the iMUSika.
ORGANIZATIONAL ACTIVITIES
Meeting with the officials of Uniliver and Colgate-Palmolive
Philippines regarding sponsorship of iMUSika.
Meeting with the PTA of Benedictine Institute of Learning and
Abad Homes’ Home Owners’ Association, encouraging them to
be involved and tell other’s about the event
Settling of permits and other documents with the government of
Imus concerning the venue, crowd control, etc.
XII. EVALUATION
Goal Achievement
The achievement of iMusika’s goals will be evaluated based on the
increased inquiries about Benedictine Institute of Learning possibly
through phone calls, electronic mails and word of mouth; if the Abad
Supermarket gains more consumers after the event and if there will be
more people interested in residing to Abad Homes as well as the
residents there would want to establish businesses there the
accomplishment of the objective are therefore achieved.
Communication Impact
The success of information dissemination will be evaluated based on
the effectiveness of tools used such as tarpaulins, poster, stickers,
baller ids/bracelets and the announcement through the local roaming
van. It will also be evaluated according to the percentage of the
participants who attended the iMusika, if more than 70% of the
expected attendees will participate in the event.
Activity Impact
The impact of iMusika will be assessed based on the number of
people who went to the event. The success will also be evaluated if
a significant portion of Imus’ population is now familiar with Noel
Abad.
XIII. MANAGEMENT SUPPORT
We need our proposal to be approved before September 18, 2010,
so that transactions can be made with the sponsors beforehand. Two-
thirds of the money needed for iMUSika must be given two months
before the event so that supplies and other requirement for
promotions could be settled. We also expect the availability of Noel
Abad and Rey Abad (the owner of Abad Supermarket) in meetings to
discuss the updates and be for them to be informed of the progress
and developments regarding the planning of the event. We also
expect them to be present in meetings with government officials
concerning filing of permits and other documents needed for iMUSika.