Advertising and promotion plan

ATHENA TRAININGCENTER
ADVERTISING& PROMOTIONS
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SANTA ISABEL COLLEGE of MANILA
210 Taft Avenue, Ermita, Manila, Philippines
BUSINESS ADMINISTRATION PROGRAM
Final Project & Exam
Submitted to
Prof. Maria Loreto T. Mas, MBA
In Partial Fulfillment
of the Requirements for the Course
Advertising & Promotions
Submitted by:
Amper, Patrick Junius.
Besas, Jona Mae
Cruz, Mark Christian
Cunanan, Ronalyn
Rosario, Maria Rosalyn F.
Vicente, John Christofher
November6, 2017

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TABLE OF CONTENTS
I. Product Description...........................................................................................................2
A. Features of the Product
B. Branding Strategy
 Name of the Product
 Logo
II. Business Location
III. Target Market Description
A. Demographics
B. Psychographics
C. Behavioral
D. Geographic
IV. Advertising Objectives
V. Creative Media
A. Print
1. Flyers
2. Magazine
3. Catalogues
B. Radio Script
C. Video Advertisement
D. Brochure
E. Outdoor Board Design
F. Sales Promotion layout
G. Internet Advertisement
1. Website
2. Facebook Page
VI. Media Strategy
A. Media Objective
B. Media Plan
1. Print
2. Television
3. Radio
4. Outdoor
5. Internet
VII. Advertising Budget

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I. PRODUCT DESCRIPTION
Athena’s Training Center (ATC) was built on 1990 in Manila. It is a vocational center that offers
(4) short courses: Computer Systems Servicing, Housekeeping, Bookkeeping and Cookery. It
implements both directly to the students. The ATC is a pre-educational training that targets the
students as secondary schools in Metro Manila.
Mission
Our mission is to provide technical and vocational training & development to all types of people
in the society that can help them to have a transformational life status through the skills learned
in ATC.
Vision
To be the leading vocational schools in the Philippines that caters the need for training &
development of Filipinos.
Partners

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A. FEATURES OF THE PRODUCT
Athena’s Training Center (ATC) offers the following vocational courses
 Bookkeeping – This course shall instruct you regarding the posting of transactions,
preparation of trial balance, and preparation of financial reports and review of the internal
control system. The ATC will also train on how to lead workplace communication, develop
and practice negotiation skills, solved problems related to work activities and etc.
 Housekeeping – Is being offered by ATC which will train you in preparing guest rooms,
cleaning premises and equipment, washing linen and guest clothes, providing housekeeping
services and providing valet services to hotels, resort, and luxury liners. Completing of this
short course will grant to have a title of being professional housekeeper. It is different from
being ordinary cleaning services because you will get a privilege to work abroad. The ATC
will acquire them to develop and updating industry knowledge, observing workplace
hygiene procedures, providing Housekeeping services to the guest and etc.
 Cookery NC II – The ATC will offer training on how to cook, prepare and serve food that
are listed in the menu with the proper portioning or weighing meat cuts, food presentation
procedure, receiving kitchen supply, food recipe preparation and most importantly good
customer service techniques and process.
 Computer Systems Servicing NC II – The ATC, established to teach us how to diagnose and
troubleshoot software and hardware problems in our computer. Let’s be honest, admit it or
not, most of us know how to operate or use computer, whether it’s basic or intermediate, but
only few are wise in using it. The ATC will give give them more knowledge this course
contains lessons about troubled shooting, options we may use to repair the systems of or
computer and other skills that we may acquire once you enrol in this program. The
competences offered of this school are: Preparing and interpreting technical drawings; using
hand tools; terminating and connecting electrical wiring and circuit; and etc.

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B. BRANDING STRATEGY
The brand name Athena Training Center was inspired by the Greek goddess of wisdom
which is Athena. Since Athena is known for her wisdom and skills, the ATC used it as an
inspiration to be like Athena who is not just skillful but is also full of wisdom.
The book and light covered by wreath symbolizes education as a hope of everyone.
Through proper education and training, everyone can achieve their dreams and can help their
families and themselves to rise above poverty and compete in the real word.
The head with tools signifies the knowledge and skills that ATC wants to impart to its
students. While the Toga, signifies the ultimate dream of ATC for its students, TO GRADUATE
with mastery of skills.

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II. BUSINESS LOCATION
ATHENA TRAINING CENTER is
siutated at 1555 Adriatico Interior
Street, Malate Manila. Our chosen
location is near Pedro Gil, Street that is
nearby at school and mall. Our target
markets are professionals already that
want to pursue their secondary course,
and for those students who are
graduated in high school.

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III.TARGET MARKET DESCRIPTION
A. DEMOGRAPHICS
The table above shows the demographic segmentation of our target
market. It gives the personal information of the respondents particularly on age (from 16 years
and above) male and female as the gender of the target market, civil status (may be either single,
married, widowed and separated.) and it must be a high school graduate or professional already.
B. PSYCHOGRAPHICS
The table above showcased the psychographic segmentation of our target market
particularly on the personal characteristics and attitudes of the respondents. The lifestyle is a
primarily focus on dependent, family, students, and professionals.
Age 16 years old and above
Gender Male and Female
Profession High school graduate and professionals
Civil Status Single, Married, Widowed and Separated
PERSONALITY Pleasing, Dominance and Attractive
LIFESTYLE Family, Dependent, Student, Professional

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C. BEHAVIORAL
BENEFITS Lots of opportunities local and foreign works, have an
assessment with our partnership like TESDA and other
companies that provide trainings and others.
USAGE RATE 70% are the target market of our Training center.
The table above shows the behavioral segmentation of our target market. It will provide
information for us to know the level of our target market. According to the benefits and usage of
rate. It is more focused on the market segmentation that the group’s consumer’s is based on
specific behavioral in choosing their courses.
D. GEOGRAPHIC
Region Along Malate, Manila, Philippines
Total Population 2,713
The table above shows the geographic segmentation that will provide information for us
to conduct a survey according to the physical location of our target customer or other data
source. Geographic segmentation is often used in marketing, through conducting survey of our
target consumers through our product or services would like to know where their products are
being offered in order to increase their profit.

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IV. ADVERTISING OBJECTIVES
Athena Training Center aims to attain the following advertising objectives:
1. To impart information about the services being offered by the ATC.
2. To increase and build brand awareness through the use of different
advertising mediums
3. To persuade the possible enrollees to take action and consider enrolling in
ATC.

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V. CREATIVE
MEDIA

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A. PRINT MEDIA
1. FLYERS

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2. MAGAZINE

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3. CATALOGUE
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B. RADIO SCRIPT
Talent 1: Wow! That was great!
Talent 2: I made that
Talent 1: really?
Talent 2: Yup!!
Talent 1: Wow, I cannot believe you all did that.
Talent 2: why not?
Talent 1: I don’t know, I just don’t see you doing all that stuff
Talent 2: well! I definitely prove that.
Talent 1: sounds like such an exciting career
Talent 2: it is!, it’s the first school that gives excellent knowledge offers different training
and hands on experience.
Talent 1: Really?! I want to start today, where do I go?
Talent 2: just go to www.athenatrainningcenter.edu.ph or dial number (02) 541-2307
local 35
C. VIDEO ADVERTISEMENT
*Will present on class

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D. BROCHURE
INSIDE

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D.. BROCHURE
OUTSIDE

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E. OUTDOOR BOARD DESIGN
School Entrance
School Gate

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F. SALES PROMOTION
BOOKMARK STYLE

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G. INTERNETADVERTISEMENT

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FACEBOOK PAGE

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VI. MEDIA STRATEGY
A, MEDIA OBJECTIVES
1. To reach the 70 % of the target market with the use of different advertising
mediums and stimulate positive feedback and responseabout the services
offered by ATC.
2.
B. MEDIA PLAN
A. Print
1. Flyers
 Black and white
 1/8 size of bond paper
 places of distribution: outside ATC, along Pedro Gil, or Manila, office
 1,000 copies
2. Magazine
 Full colored
 full page (landscape)
 It will be published on TESDA Magazine mostly on June
3. Brochure
 Fully colored
 Silk paper will be used for printing
 Places of distribution: Office, ATC
 200 copies
B. Outdoor Media
- *Kuya Mark
C.Sales Promotion
- Bookmark style
- Paper used will be silk and hard
- place of distribution: outside ATC, along Pedro Gil, or Manila, office
D. Radio
*Kuya Cris
E. Video

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*anyone
F. Internet Advertisement
- ATC will use Facebook and Instagram as one of internet advertisement medium because
it is timely, trend and it’s almost FREE. The only thing that ATC has to pay is when we
need to boost our posts so that it will reach many Facebook users.
- ATC will also create its own website because it helps the enrollees to stay updated with
the current events of the school and it will bring brand reputation. For this, ATC needs to
hire web designer.

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VII. ADVERTISING BUDGET
ADVERTISING
MEDIUM
PRODUCTION PROPS / PEOPLE/
Materials Needed
ESTIMATED
COST
A. Print
1. Flyers
2. Magazine
3. Catalogue
Layout Artist Name of layout
company
8,000
Editor Name of editor 5,000
Graphic Designer Name of designer 12,000
Magazine Rate 1 month 187,461
Print collateral cost Brochure, Flyer,
catalogue
B. Radio Rate/second 30 sec/ Manila / Easy
rock 96.1
11,550
Audio editor Mixing/Vocal
Editing/Tuning
3,000
Voice Talent 1 Lead Actor
1 support
+10,000
+7,500
C. Television Actual shooting 30,000
Editing 7,000
Product
Tv placement 500,000
Models/ Actors 1 Lead Actor
1 support
60,000
50,000
Properties
D. Brochure
E. Outdoor Board
Design
Installation Fee
Electricity for lights
Printing
187,461
F. Sales Promotion Printing
Layout Artist
Paper
G. Internet
1. Website
2. Facebook
3. Instagram
Website Production
Domain / URL
Web Designer 10,000
5,000
Facebook Boost 1,000
TOTAL:
REFERENCE:

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