TRUTH BE TOLD
An Integrated Marketing Communications Planfor Advocacy on
HonestyPresented to the Department of Business AdministrationSchool
of Business and EconomicsUniversity of San CarlosCebu City,
Philippines
In Partial Fulfilment Of the Requirements for the Course
Mark34Integrated Marketing CommunicationsSummer 2015
By:
ALINABO, RUBEN B. JR.BARBA, DANICKA VICTORIA L.LI BI, TRINA
MIKAELA B.RECAMADAS, SHERYL A.VALDERRAMA, ALEXANDRA NICHOLE S.
MAY 2015TABLE OF CONTENTSThe Executive Summary.. 3I. Situational
Analysis 5II. SWOT Analysis.. 5III. Objectives 6IV. IMC Strategies
and Tactics 7a. Creative Strategy.. 7b. IMC Media Application 8V.
Timetable 10VI. Budget Utilization.. 11VII. Statement of
Evaluation.... 11
LIST OF TABLESTimetable.. 10
LIST OF FIGURESBudget Utilization 11
BIGSEED
I. CAMPAIGN TITLE: TRUTH BE TOLD
II. STATEMENT OF THE PROBLEM: Not all dishonest acts are
identified as dishonest. Also the mentality that dishonest acts are
skilful sometimes prevails over following the rules. Many people
believe that their actions do not harm others. They justify
dishonest acts for personal interests without concern for the
social consequences and do not feel part of a civic society.
Relationships are broken and chaos rise because of this.
III. INSIGHTS AND LEARNINGS: Though dishonesty or lies havent
yet been considered a norm, it is expected and often believed as
default. The world is entertained by stories where dishonesty comes
in the picture. Seldom do we hear stories of people doing honest
acts and we are reassured that these things still actually happen
when really they should happen more often. We are taught not to lie
as children but one way or another with the slip of the tongue we
end up lying too. Lies and untruths seem to be repeated over and
over again, and even embellished more with time, by our media and
social networks, perpetuating dishonesty to an even greater
extent.
IV. OBJECTIVEThe goal is to convince people that dishonesty
comes with a cost for ones self and for others. To make it clear
how a white lie could be something big to someone else and how each
lie could turn to a web of lies and that every lie we make
unconsciously liberates others to do the same. To let people
understand acting honestly allows personal and social development.
It is necessary to have more honest people in the world to create a
world of peace.
V. OVERALL STRATEGYWe will provide evidence of the consequences
of dishonesty and generate its public disapproval. We will promote
honesty through the experiences of other people and its effects how
it could make the world a better place. We would like this honesty
movement to be very interactive especially through social media
with the #honestymovement and through shares of the articles,
pictures and videos we will be posting. We would like to be visible
not only digitally but physically as well. With our honesty posters
around places where dishonest acts usually happen to remind people
to think twice before committing something dishonest. Merchandise
like posters and pins with honesty quotes will also remind people
to be honest with other people they meet.
VI. DETAILS OF THE PLAN1. Positioning Statement: The
inconvenient truth is that lying is often believed a default
because of this corruption is rampant, criminal rates are high and
divorces are a fad. We need to make a difference and convince
people that even the smallest lie has a consequence to ones self
and others. In order for our country to progress, honest acts are
required of us to personal and social development.
2. Target Market: Our target market is the young people
specifically ages 8 to 18 years old and their parents residing in
Cebu City. This is in order to give hope to the future of our
country by teaching our soon to be leaders the value of honesty. 3.
Specific Strategies Through social media, we will post touching
articles or stories, videos and pictures on honesty acts on a daily
basis. Create a contest with the participation of different schools
on a short film or music video against dishonesty. Create a
documentary contest where honesty and dishonesty in real life takes
place promoting honesty. We will challenge people to do one honest
act a day for 30 days and post it on social media with the hashtag
#honestymovement and share their experiences of how it challenged
and changed them. Create a parenting group where parents will learn
how to approach their children on how to be honest. We will create
banners and small posters where dishonest acts usually happen with
sayings like, Be honest even if others are not. Be honest even if
others cannot. Be honest if others will not. or Honesty is the best
policy. Or God is watching you. Or The world will be a better place
with more honest people around. all with the #honestymovement on
it. Create merchandise specifically shirts and pins with honesty
quotes and an honesty movement kit which will serve as a fund
raising activity at the same time advertise the campaign. Seminars
with influential speakers sharing their experiences of honest acts
Create a National Honesty Day where people will be challenged to be
nothing but honest acts that will flood or create traffic on social
media Create an insightful Honesty Self Evaluation Test to know
yourself better and know where you stand Have a premiere or movie
watching of the chosen music video and documentary of the
contest.
4. IMC Campaign Support and Budgets: We have a budget of P50,000
for the span of the first six months and a total budget of
P500,000. We will be sponsored by the following companies:
Trvaelbee.ph, Mang Tinapay, Nature Spring, Colt 45, Jack Daniels,
Dranix and Cebu Ice Cube.
VII. METRICS AND MEASURESEvaluation research tracks target
audience attitudes, knowledge and behaviour in relation to the key
campaign messages on the best way to achieve a greater level of
honesty.Specifically, the research assesses the:Level of campaign
awareness, message recall and acceptability among the target
audiencesAttitude towards oneselfPerceptions of the risks involved
being dishonestIntentions and behaviours in lying, stealing,
cheating, or manipulate information to conceal it from others
Benchmark research obtains measures of pre-campaign knowledge,
attitudes and behaviour. Post-campaign evaluation research assesses
the effectiveness of the campaign by monitoring changes in these
measures.
I. SITUATIONAL ANALYSISTo be honest means to speak the truth,
even if it's difficult or gets you into trouble. Honest people
communicate in an open, upfront way; they do not lie, cheat, steal,
or manipulate information to conceal it from others. The exception
is occasionally telling a "white lie" to protect someone's
feelings. In recent days we have seen how dishonesty harms other
people, even causing financial and political ruin. Today more than
ever, children need to learn the importance of keeping their word,
telling the truth, and being trustworthy. Whenever you are to do a
thing, though it can never be known t to yourself, ask yourself how
you would act were all the world looking at you, and act
accordingly. Honesty is a rare quality. Honesty isn't just the best
policyit's the only way society can function
II. SWOT ANALYSISSTRENGTHS By using multimedia helps to
reinforce messages and therefore increase convictions among the
target audience We are willing to help people by encouraging them
to be honest to create a world of peace We have a strong content
and a positive sentiment We can lead them to be more closer to God
by telling the truth to everyone
WEAKNESSES People may choose their own perspectives and live
their own lives being a dishonest It is costly to do this campaign/
We are still students and may be limited to giving all our efforts
into this campaign due to the lack of time and risk of our safety
when travelling.
OPPORTUNITIES Through our activities, young people will be
trained at the early age by being honest and when they grow up they
can spread or act as an example to other people about what they
have learned or what are their experiences Our sponsors will spread
the word about this campaign and this could possibly expand our
sponsorships if the campaign is successful
THREATS Not all dishonest acts are identified as dishonest. Also
the mentality that dishonest acts are skilful sometimes prevails
over following the rules People might not participate our
activities due to their other priorities and lack of time to do
it
III. OBJECTIVESThe core values of this IMC campaign is to guide
our continuing standard of our advocacy and commitment to the
well-being of those who are dishonest people as we:
Create a message that could change perceptions of the value of
honesty and result in an attitude change in favour of being honest
with yourself and with others Reflect on the value of honesty
Discuss the meaning of a humorous quote about honesty Lead the
students to recognize that we trust our representatives to keep
their promises and mean what they say because it supports civic
virtue and the success of the community To recognise how their
behaviour affects others
IV. IMC STRATEGIES AND TACTICSA. CREATIVE STRATEGYWe will create
a National Honesty Day and remind people of the importance of being
honest. On the same day we will invite people to join in the fun of
our 30 Day Honesty Movement Challenge where people will post on
social media every day for 30 days of an honest act they did on the
day with the #honestymovement #honestymovementchallenge. At the end
of the challenge, they will be asked to share their experience on
how the challenged changed them. We will create a Facebook page,
Twitter Account and Instagram account, where we will post
inspirational of real life articles/stories with pictures and
videos of people doing honest acts. We will create a documentary
contest that will promote honesty that can later on be of great use
to invite people to join the movement of being honest. We will also
create a contest with the participation of the different schools of
a film or music video against dishonesty. Winners of these contests
will be recognized and be rewarded with a cash prize. Create
parenting groups to teach parents how to teach their children to be
honest. Create seminars with influential speakers to talk about
their experiences of being honest and dishonest so the audience can
clearly understand the gravity of a lie, how it affects us and the
people around us and how the only way for our country to progress
is to have more honest people in the world. To let them understand
that if we promote honesty within ourselves we automatically
liberate others to do the same, alleviate corruption, decrease
crime rates and simply create peace. We will create posters and
banners with honesty quotes like Honesty is the best policy. Or God
is watching you. in places where dishonest acts usually happen.
These places could be places near the cashier of certain stores,
waiting sheds and in the classroom. We will also create big posters
on buses or taxis since theyre mobile and can reach more people
other than tarpaulins we will also be posting. We will have honesty
merchandise specifically shirts and pins this will be remind us to
be honest with the people we meet. It will make people think twice
before doing a dishonesty act when they see the signage, shirt or
pin about honesty. We will also be selling our honesty movement
kits which will contain ways how they can make difference by being
honest inclusive of honesty stickers where they can post around. We
will also create an insightful Honesty Self Evaluation Test that
can be answered online. How else can one improve if they do not
know what to improve on? This test will help people know where they
stand as a person and serve as a guideline to develop them
personally.
B. IMC MEDIA APPLICATIONThe cheapest, easiest and most effective
Intergrated Marketing Communication Tool is Interactive Internet
Marketing. We will be relying on social media sites like Facebook,
Twitter and Instagram to get awareness out for the campaign. We
will make people aware of the National Honesty Day and our 30 Day
Honesty Movement Challenge through social media and also though
radio and Public Relations. We prefer to soft sell our campaign
through PRs compared to hard sell like direct advertising because
not only is direct advertising is more expensive but soft selling
it can be more interesting. When the 30 Day Challenge starts this
will create more buzz about the campaign. Once word gets out we
will advertise or pre sell our merchandise of shirts, pins about
honesty and honesty kits. We will be posting inspirational
stories/articles with pictures and videos of honest acts on our
social media sites on a daily basis as well to keep people reminded
of our honesty movement. We will post our Self Evaluation Honesty
test as well online through our social media and encourage people
to take the test. We will also be posting our honesty posters
around town especially in places where dishonest acts usually
happen. We will also be posting in mobile objects so our signs get
around like buses and taxis. The shirts, pins and stickers will
also serve as an advertisement that will be of great benefit to the
campaign so people will be reminded wherever they go. We will
advertise our documentary and music video contests so people will
participate through social media and radio. After the contest,
winners of these contests will be recognized and have their work
shown on all our social media sites. We will also create a premier
and people will pay to watch their work, it will serve as fund
raising activity at the same time a great way to advertise our
campaign. The winners of these campaigns will then receive a cash
prize during the premiere and give a short speech to the audience.
V. TIMETABLE
VI. BUDGET UTILIZATIONFacebook - Php 44.64/day x 2 months (61
days) =Php. 2,723.04PR - Php 50,000Tarpaulin - Php 300 x 30 = Php
9,000Fliers - Php 3.00/pc x 300 pcs. = Php 900.00Brochures - Php
6.00/pc x 200 pcs. = Php 1,200.00Posters (colored) - Php 25.00 x 50
pcs. = Php 1,250Printing of shirts, pins, and water bottles = Php
200,000Speakers = Php 10,000 3 = 30,000 6 seminars = Php
180,000
VII. STATEMENT OF EVALUATIONTruth be Told Campaign aims to
educate citizens about dishonesty; many people believe that their
actions do not harm others. They justify dishonest acts for
personal interests without any concern for the social consequences
and do not feel part of a civic society. Our objective is to
convince people that dishonesty comes with a cost for ones self and
for others. To let people understand acting honestly allows
personal and social development. We have come up with different
plan and strategies in order to address the problem by providing
evidence of the consequences of dishonesty and generate its public
disapproval. We will promote honesty through the experiences of
other people and its effects how it could make the world a better
place. We would like this honesty movement to be very interactive
especially through social media with the #honestymovement and
through shares of the articles, pictures and videos we will be
posting. We would like to be visible not only digitally but
physically as well. With our honesty posters around places where
dishonest acts usually happen to remind people to think twice
before committing something dishonest. We are hoping that this
campaign will be successful and it would somehow change the
behaviour of the people we are targeting to. This could help to
minimize chaos and trouble in our society especially to younger
generation who are the future leaders of tomorrow. It is necessary
to have more honest people in the world to create a world of
peace.7