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    Marketing Plan-PCU

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    Jeffrey Perida
    PCU developed a marketing plan to promote its programs by visiting schools and placing promotional materials. It segmented students by grade level and targeted specific grades. While traditional promotion methods were impacted by the pandemic, PCU increased its use of online promotion through site coordinators and social media, which helped sustain enrollment especially in graduate programs.

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    Marketing Plan-PCU

    Uploaded by

    Jeffrey Perida
    130 views3 pages
    PCU developed a marketing plan to promote its programs by visiting schools and placing promotional materials. It segmented students by grade level and targeted specific grades. While traditional promotion methods were impacted by the pandemic, PCU increased its use of online promotion through site coordinators and social media, which helped sustain enrollment especially in graduate programs.

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    PCU developed a marketing plan to promote its programs by visiting schools and placing promotional materials. It segmented students by grade level and targeted specific grades. While traditional promotion methods were impacted by the pandemic, PCU increased its use of online promotion through site coordinators and social media, which helped sustain enrollment especially in graduate programs.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    130 views3 pages

    Marketing Plan-PCU

    Uploaded by

    Jeffrey Perida
    PCU developed a marketing plan to promote its programs by visiting schools and placing promotional materials. It segmented students by grade level and targeted specific grades. While traditional promotion methods were impacted by the pandemic, PCU increased its use of online promotion through site coordinators and social media, which helped sustain enrollment especially in graduate programs.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Philippine Christian University

    1648 Taft Avenue corner Pedro Gil Streets


    Malate, Manila

    Marketing Plan
    PCU has provided a marketing and promotion plan in order to propagate and
    communicate our products and services. We have contacted various schools within the
    vicinity of PCU to request for an audience to promote our school by visiting the office of
    the Principal and Guidance Counselors and schedule a career talk to their Grade 6,
    Grade 10 and Grade 12 students who will be our potential enrollees for our Junior,
    Senior High School and Bachelor Degree programs. We also established Site
    Coordinators from various organizations and institutions to also serve as marketing arm
    to recruit students for our Graduate School programs

    Promotion

    We conducted our promotion by visiting various schools and placing our tarpaulins in
    strategic places around the city to provide visual aids as well as brochures, flyers and
    other items that bear the logo and name of PCU. Apart from in-house activities, the
    External Affairs Office pumped its efforts to increase the number Site Coordinators to
    serve as marketing arms reaching out to the working class segments.

    1. Segmentation

    By dividing students into different levels, PCU is better able to meet consumer needs,
    and increase positive response. During the promotion process, the marketing team
    decided which grade level to target in order to customize the plan for each segment.

    2. Targeting

    Targeting is the best way to communicate with the chosen segments. The coordinators
    ensured the best possible customer response. The marketing plan was detailed how to
    target the intended grade levels, and define the PCU marketing objectives which is to
    attract potential students to enroll in our university.
    Philippine Christian University
    1648 Taft Avenue corner Pedro Gil Streets
    Malate, Manila

    Marketing Communications
    Advertising for the PCU Marketing and Promotions used the following:

    TYPES OF ADVERTISING – MASS MEDIA

     Outdoor Ads: Tarpaulin


     Directories: List of Schools from DepEd
     Brochures
     Flyers

    SALES PROMOTION

     Coupons
     Mugs and other paraphernalia
     Discounts
     Referral Programs
     Calling Cards for Site Coordinators

    PUBLIC RELATIONS

     Media Introductions
     Hosting the Gawad Tanglaw
     PR Events and chartership with Lions Club International
     Webinars for Students and Non-students
     Outreach projects with other civic organizations
     Tie-Up with other educational institutions locally and abroad
     Partnership with local and international companies to foster continuing education
    to their human resources.

    DIRECT MARKETING

     E-mails
     Point of Sale Displays and Signs-Tarpaulins and Signages

    DIGITAL MARKETING

     Company Websites
    Philippine Christian University
    1648 Taft Avenue corner Pedro Gil Streets
    Malate, Manila

     Social Media - Facebook or Twitter


     Mobile Phone Promotions
     YouTube

    Every one of these promotional avenues has intense competition, however, due to the
    pandemic, it has impeded the projected result our marketing and promotion campaign.
    The result has drastically been affected by the closure of schools due to community
    lockdown that was mandated by the government to prevent the pandemic from
    spreading.

    Because of this, PCU discovered newer ways to promote the university. There are new
    media channels, such as online choices, which add to the choices a company has to
    choose from. The committee chose a promotional avenue of our target audience by
    using online methods. This also led to the increase of Site Coordinators which
    contributed to the success of PCU in sustaining significant amounts of student specially
    for the Graduate School of Business and Management.

    Results on the Marketing Campaign:

    1. Significant increase in Site Coordinators:

    With the increase of Site Coordinators, enrollment became a successful turn up even
    when the Pandemic has hit the global community, and one of the most affected sectors
    is education. These Site Coordinators have averted a catastrophic outcome in PCU’s
    academic and Fiscal year for 2020-2021 and continuing on to 2021-2022.

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