CONSUMER PROFILE Janine Sta. Ana, 23 years old, works as an accounts management trainee at a top advertising agency.

Located in Bonifacio Global City. Belonging to t he socioeconomic class of B, she recently graduated two years ago from De La Salle University-Manila with a double degree of BS Advertising Management and AB Philippine Studies major in Filipino Mass Media. She owns a condo unit in BGC, which she and her parents bought with Janine having a large contribution. In her stay in college, she has been a consistent 1 st Honor's Dean's Lister and was able to clinch an honorable mention award during graduation. Aside from her academic achievements, she was also active with her professional organization as she served as an assistant vice-president for a year, in which her main line of work was about creating relationships with companies for tie-ups with her org. Whenever there are out-of-town team-building activities in her org, she never misses any of those because she loves going to places wherever they may be. Until now, she uses these opportunities to unwind and enjoy since she enjoys trying new things. Also, she also flies to Cebu to attend the Sinulog every January (until now) with her friends. Janine, on a more personal note, is a very social-oriented person as well as she spends most of her weekends now partying at bars and clubs regularly, and she usually does these with her friends or her boyfriend, whom she has been with for four years already. To her, friends are the most valuable support system in her life. She cherishes every spare moment she has with her friends but despite all the fun, she still never fails

John Derick E. Flores

to proritize her work. As an account management trainee in an advertising agency, she earns about PHP35,000 per month. Career-driven, she also takes up her responsibilites and tasks to heart. Her work sometime requires her to go to certain areas in the Philippines to set-up business meetings with clients or oversee a production at certain location, all expense-paid by her company. On the other hand, whether attending an event or simply going home after work, she surfs the internet via her smartphone or her laptop on a daily basis, most of which is spent on checking e-mails from corporate contacts, uploading photos from her night out or weekend spree in Instagram and Facebook, tweeting about her current activity, and searching about something that interests her at a certain moment. Surfing the web has been usually done by Janine at her office and at home. The sites she commonly visit everyday include Facebook, Instagram, Youtube, Pinterest, Twitter, her company's website(for work-related purposes), Yahoo and Google. She also frequently visit deal sites like CashCashPinoy, Ensogo and MetroDeal to check out discounts especially on travel deals and fashion items. She can do these all as she has a mobile line subscription with a telecommunications operator and her condo offers free Wi-Fi access to owners. During Sundays, she sometimes spends the time with her family by going to casual lunch or shopping at the mall. She regularly reads fashion and travel magazines and blogs, to grab the latest fashion updates and hottest destinations in the local and international scene, and she likes to do either at least thrice a week. Playful and willing to experiment, with her look, she's not afraid to try out things in the name of fashion and adventure. CHANNEL MIX

John Derick E. Flores

CHANNEL Facebook Display ad SEO Website Facebook page

DETAILS This will be utilized to attract traffic to the official Compass Website and Facebook page. SEO will be managed by Compass to gradually increase the result rank of Compass in search results. The site is the main channel for posting main content about the company, travel packages, and transactional activities An FB page will also be managed for sharing links to the website that contain info about promos, PR activities initiated by Compass, and answering consumer inquiries coursed through FB posts Permission-based e-mail will be used to send audience who agreed content about the latest promos and exclusive discounts through e-mail that will also contain links to the website for official transactions. Local travel-related blogs would be tapped (e.g. WhenInManila) for press releases of Compasssponsored travel packages. Writers will be given a free accomodation and they will have to write about it and Compass will be in-charge of disseminating the PR article further. Compass will partner up with deal sites to have their promos posted in the sites and they will have a share on every deal purchased and Compass will pay for performance.

E-mail

Online PR

Partner sales

CUSTOMER JOURNEY

John Derick E. Flores

AWARENESS ACTIVITIE S -Sees Facebook display ad -Sees a shared article/press release about Compass by a travel page -Saw the link to the website upon searching in Google -

RESEARCH

PURCHASE -Visits the website -Checks and reviews packages and services -Inquires through email -Secures a purchase

OUT-OF-BOX EXPERIENCE -Visits the website -Checks and reviews packages and services -Inquires through e-mail -Secures a purchase

MOTIVATI ON

-Clicks the Facebook ad(which leads to the site) -Reads the review and sees a link to the Facebook page -Searches more about Compass: services, packages, blogs, reviews -Asks friends for advice -Wants to -Reviews the unwind packages to - Try something pick the best new one - Bonding time -Satisfy want with friends for adventure -Fulfills the need to travel -Could I trust Compass.com? -How much are their packages? -What does it offer? -How was the people's experiences about their service? -Is it more worth it than other travel agencies? -Does it have an official office address? -Are there other promos? -Are there hidden charges? -Honest, unbiased reviews from travel sites

-Promo ongoing Recommend ed by top travel sites

QUESTION S

-Do I want their packages or promos?

-Enjoy the inclusions of the packages -Feel happy about traveling -Share photos to social networking sites -Is the service recommendabl e? -Is the cost more worth it than others? -Does the packages include insurance?

-Trusts the travel agencies she has booked with already John Derick E. Flores -Not interested in the promos -Better promos BARRIERS

-Destinations wanted are not offered -Promos are less appealing than other travel

-Trust issues -Not much time to compare prices

John Derick E. Flores