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 WEAKNESSES

• He is a respected and • There are 52 other private

established businessman schools in Imus

• He is a former marketing • Competition in real estate is

consultant steep because there are new
subdivisions being built
• He belongs to a family of
throughout Cavite.
entrepreneurs
• Has a low profile

OPPORTUNITIES THREATS
• The event could increase his • The venue where the event is

popularity to be held could only

accommodate a few number of

• It could increase his
people compared to the whole
businesses’ marketability
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.