I.

Situation Analysis
-

Electricity is the main source of innovation in the modern world. Most of

the things we do rely upon the use of energy. Almost everything we can
see is powered by electricity. It plays a crucial role in our lives. It serves as
a light in our homes and workplaces, another source for better education
through the internet and power point lessons, provides us with our
necessities in eating food through cooking. Without electricity, we would
have a problem in doing the things that we were used to.

The campaign would be focused on the possible shortage of

energy/electricity by 2015. It would make the target audiences aware and
prepared for the upcoming crisis. It will help in coping and prevent a total
shock if notified early. Marketing strategies would be made to deliver the
message to targets in a positive way which would make themselves
prepared and be ready for other possible ways of living even without the
use of electricity. Through this, awareness and the proper use of electricity
will be shown. Conserving energy would be the main priority. We would be
using the IMC Tools such as Print Ads, Radio Ads, and TV Commercials.

DEMOGRAPHICS, SOCIO-ECONOMICS & PERSONALITY

Gender
Males, Females, LGBT
Age of Target Market
School-Age Children, Tweens (8-12 years old), Generation Y or
Millennial (13-19 years old), Generation X, Baby Boomers, Silver
Market
Education
Elementary level, High School, Collegiate level
Socio Economic Class
Class A,B, C, D and E
PSYCOGRAPHICS AND VALUES
VALs Segmentation
These are men and women who are aware of the issue and is finding a
(Thinkers, Experiencers,
way on how to deal with the problem. They focus on issues about
Makers)
societal well being and seek on the use of technology.
VALs Segmentation
These are people who value their goals and objectives more than the
(Achievers and Strivers)
other groups.

II.

SWOT Analysis

STRENGTHS

WEAKNESS

The indigenous gas fuels three natural

gas-fired powered stations that have a
generating capacity of 2,700 MW that
provide 40-45% of Luzons
requirements.
The government is finding ways to
generate electricity to supply the whole
country by 2015.
OPPORTUNITIES

Malampaya can serve as a model/basis

in constructing power plants.
Malampaya also known as Department
of Everything so it means they can
produce or support everything.

THREATS

III.

IV.

Lack of funds to generate more sources of

electricity.
Lack of political skills and corporate skills to
deal with stakeholders upon making power
plant projects.

They ask the government for additional 500

MW instead of just 200 MW so they can
support places that are in need of power
supply but the President disallowed it.
There is a possibility to have a total black
out in the Philippines.
Power plants are expected to shut down.

IMC Objectives
To make our country aware and be prepared of the 2015 power shortage
To increase awareness by 70% regarding energy crisis with a minimum reach of
50%
To make them conserve electricity.
To help them cope with the upcoming crisis by suggesting alternative activities.

IMC Strategy and Tactics

Creative Brief
Why are we advertising?

Increase awareness by 70%

Whom are we talking to?

Those who blame the government for this crisis and those who drag politics in
this crisis (see case above).
Those who are unaware of the crisis
Those who are not prepared for these future crises.

What would we like them to think?

That power crisis can provide a buffer in case the projected deficit becomes
bigger.

What is the single most persuasive idea we can convey?

Power crisis looms in 2015 declare a state of emergency or crisis in the power
sector to allow the government to tap additional power capacity next year.

Why should they believe it?

The country offers a wide range energy/power to help your place.

Are there any creative guidelines?

30-second commercial
Billboard
Radio Ads

D. IMC Media Applications

Media Objective

The objective is to inform the 70% of the target audience towards the power crisis in
2015 with a minimum reach of 50% during January through July of 2015.
I

Media Scheduling
Outdoor Billboards- it will be used in creating awareness in places where
people stay for long.
Internet Advertising- it will be used because most of the consumers today are
using social media as part of their daily lives. It will help in communicating and
reach the target audience in easiest way to give them information about the
energy crisis.
Broadcast Media
Television- these medium will help a lot especially during rush hours because
it provides the audience a visual message that will help them to understand it
easily.
Radio- will be used suited for every one of all ages and personalities; it is
useful during rush hours, early in the morning and after work.
Print Media
Newspaper- this will be used for those who like to read newspapers while
taking up their breakfast.

II

Media Planning and Buying

Vehicle Selection
Coverage: Metro Manila, Luzon, Visayas, Mindanao provinces( Mindoro,
Davao, Bicol, Palawan)
Tv commercial- 30/s on television during breakfast, lunch, dinner and peak
season
Radio commercial- 30/s ads, AOB in chosen radio stations in metro Manila
and radio spots on provincial (Mindoro, Davao, Bicol, Palawan)
Print Ad Size: half page, full color, Sunday and Wednesday edition, Philippine
Star and Abante in front page.
Outdoor Billboard - along EDSA and in those target provinces.

III

Media Scheduling

Television- breakfast, launch, and dinner, 1st week of March to first week of
May (summer)
Radio- 2nd week of January to Feb. before the peak season for Metro Manila
and for the provinces 2 weeks after the TV commercial in national.
Newspaper- will be launch during breakfast with TV ads to support the TV
ads.
Billboards - all throughout the year in national and quarterly in the provinces.
V.

Time Table
The time table shown all the plans and how the Ads will be advertise, the
time, specific dates and so on.

VI.

Budget Utilization
We utilize our budget to use it efficiently and effectively. To give awareness to
the people about the upcoming energy crisis for them to be ready with it in the
most convenient way.
Common Reasons for utilization of Ads Budget

VII.

To maximize the use of it.

To achieve the purpose of Advertising
Choose what advertising medium is the best to use with a least cost
and have a wide reach and frequency.

Statement of Evaluation

To people who follow the energy industry closely, its a common occurrence to
come across announcements from companies proclaiming to have developed the key to
the next big thing for solving the worlds energy crisis. Maybe they say they can take
any sort of waste biomass and turn it into fuel ethanol, diesel, pyrolysis oil, mixed
alcohols at very low cost. Or they say they can produce renewable electricity at a
price competitive with coal.
A focus group will be conducted with purposive sampling that will include all ages
living in areas 45 miles surrounding on most affected places. To evaluate their reactions
to power crisis, Open-ended questions should be asked revolving around their

awareness and opinion on power crisis looms in 2015. The video should then be played
and sharing then encouraged to obtain respondents' emotional response to the clip and
what their conceived perception. Testing will be done in November before the release of
the videos to measure the effectiveness of that tactic and to make adjustments if
necessary before the production and release of the other videos.
APENDICES
C. Storyboard for TV Commercial

The camera will focus on the

members of the family

The camera will focus on a 7

year old child watching
television.

The mother is cooking

The father is in an office room
doing office work

Suddenly, something flashes on

the television about rotational
brownout.

His brother is in the room

playing online games

He walked towards his sisters

room.

Her sister is in the room surfing

on the internet
The camera will follow the child
from her sisters room to his
brothers room.

He walks towards his mother

Camera is from his back to

small
He is now in his sisters room.
He sat beside her to tell her
about the rotational brownout.
But she doesnt mind him.

He sees the sign on his brother

door Dont Disturb

His mother explains to him

about rotational brownout and
why it happens.

He thought about the things he

would do if the said rotational
brownout would occur.

As well as to his fathers office

He got all his things, and
appliances in the house that will
give light
He put them all in living room.
When the night came, the said
brownout happened.
All of their gadgets were
drained.
So they came out of their room.

They saw their younger brother

playing with their mother..

The village is very dark and

other houses have current.

And they saw where the lights

come from.

Camera will zoom out and the

whole place will be seen.

The father, sister and brother

joined them to play in the living
room

Title here: Lights Out, Quality

Time

(Background song playing)

Radio ad
FAMILYTIME
SFX: (You can hear someone is watching video, then some on is playing music, and
sound effects of an online game. Then suddenly everything went shutdown)
(sound effect of something had been putted down and a sound effect of
getting something in rush) and every one shouts MOM! HON!
SFX: (a sound of rushing feets and someone going down the stairs, someone running
all leads to the living room)
(A sound of feets stopped. Then a giggle from everyone) a sound effect
of a flashlights being turned on)
(Than an acapella of different human sounds) TUGS! TUGS! BOOM! TUGS! TUGS!
Boom like theyre in a party
VOICE OVER: with a variety of time keep your family bonded even in times like this
Billboard and Newspapers Ads

Chart of Media Scheduling

Ja
n

Fe
b

Marc
h

Apri
l

Ma
y

Jun
e

Jul
y

Au
g

Sep
t

Oc
t

No
v

TV local
PRINT
Newspape
r
Phil. Star
Abante
Billboard
Metro
Manila
Provinces
Radio
Metro
Manila
Provinces

Budget Allocation- Radio

Area

Statio
n

Freq/wee
k

Cost/30
s

Metro
Manila9AOBextra talent cost
60,00)

101.9

M-F

5,000

Period
(week)
3weeks Jan
3weeksMar-Apr
3weeks Jun
3 weeks AugSep

Total
Spot/
week
15
15
15
15

Total
spot
s

Actual
Cost

45
45
45
45

225,000
225,000
225,000
225,000

Dec

Mindoro

M-F

3000

3weeks Jan
3weeks May
3weeks July
3weeks Oct

20
20
20
20

60
60
60
60

180,000
180,000
180,000
180,000

Davao

M-F

3000

3weeks Jan
3weeks May
3weeks July
3weeks Oct

20
20
20
20

60
60
60
60

180,000
180,000
180,000
180,000

M-F

3000

3weeks Jan
3weeks May
3weeks July
3weeks Oct

20
20
20
20

60
60
60
60

180,000
180,000
180,000
180,000

Bicol

93.5

Palawan

89.9

M-F

3weeks Jan
3weeks May
3weeks July
3 weeks Oct

3000

60
60
60
60

20
20
20
20

180,000
180,000
180,000
180,000

Total Cost: 3,780,000

Budget Allocation- Print Media
Publication
Newspapers:
Phil. Star

Freq

W-S
W-S

Circulatio
n
250,000
200,000

Size

Rate

Insertion
Dates

Total
Ads

HPFC
HPFC

150,000
125,000

Jan. (3 weeks)
Mar. (3weeks)
Feb. (3 weeks)
Apr. (3 weeks)

6
6
6
6

40x6
40x6

200,000
100,000

Jan-June
Jan, March,
Sep, Jun, Nov

12
20

Abante
Billrobard:
EDSA Billboard
Provincial
Billboard

6 months
4 months

Total
Cost
900,000
900,000
750,000
750,000
2,400,000
2,400,000

Budget Allocation-for TV
Time (weeks)

Grps

Spots/week

Total spots/30s

5 weeks January-Feb
6 weeks march-Apr
May 3 weeks
2 weeks June
3 weeks Sept
3 weeks Nov.

1200
1300
300
200
300
300

25
30
8
6
8
8

125
180
24
12
24
24

Cost
13,200,000
15,500,000
2,124,000
1,600,00
2,124,000
2,124,000

Budget Allocation Cost Summary

No
.
1

Description/item

Cost

Print Ads
Newspapers
Billboards

3,300,000
4,400,000

Radio Ads
Metro Manila
Provincial

900,000
2,880,000

TV Ads
Local TV

Total Cost
7,700,000

3,780,000

36,672,000
36,672,000
Over All Cost

48,152,000

Budget Utilization

Print Ad
Radio Ad
TV Ad