The marketing plan applied the New Customer Path Theory on Facebook to promote retirement planning. The objective was to raise awareness of failures and regrets of retirees in Tacloban City. An initial post and paid promotion reached 1,696 people, gaining 133 likes compared to the initial 3 likes. Lessons showed digital marketing's ability to measureably engage targeted audiences cost effectively. Future plans aim to improve engagement across the customer path and promote retirement planning.

1. Facebook
Marketing Plan

2. Outline
 What theory was applied? How?
 What was the plan? Objective?
 What was the result (metrics)
 What were the learnings (plan vs result)
 What shall I do in the future because of my
learnings.

3. Theory Applied
The New Customer Path Theory was applied in this
marketing plan
Aware
Appeal
Ask
Act
Advocate

4. Aware
 Almost all Filipino are aware that we spend money everyday & before we
acquire that money we have to work as employee, self employed or OFW.
 To make them aware that when we stop working money will stop coming
in, & it will happen when we retire.
 That is why we should save for that real future.

5. Appeal
 We should realize that planning for retirement should be included in
our priorities.
 There are things we should understand to effectively prepare for it &
that includes learning more about it & the discipline to execute
faithfully what we have learned.

6. Ask
 We should be able to change & improve the mindset of all Filipino on
retirement planning, by successfully engaging them to have the desire to
learn more about:
 how to prepare? health, financially…
 what are the available options to grow our money, save & invest…
 how much to save for retirement?
 when to start?
 how to sustain?
 how to involve other members of the family?

7. Act
 Decide to save the amount early & consistently that would be sufficient to
sustain the lifestyle they aspire after working for 30 to 40 years, & be
confident that there savings will sustain them 30-40 years after retirement.
 Commit to act early, the best time to start saving & planning for retirement
is as early as 25 years old or the 1st
time they earned their 1st
income.
 The earlier they save, the easier & the earlier they will achieve their
retirement goals.

8. Advocate
 With the realization that Filipinos are least knowledgeable when it comes
to preparing for retirement (East Asia Retirement Survey), there is a need
to educate other Filipinos

9. Advocate
Philippines is highest on dependency with the government about their retirement

10. Advocate
 Philippines is number 2 on workers who are anxious about their retirement

11. How was it applied?
The new customer path theory is applied in a through a
Facebook page campaign to reach out the target market.
Awareness- Facebook page was created & promoted, target
market was identified, make invites with FB friends to connect with
more people
Appeal- Advertise the website to get more visitors
Ask- Promote to get more people to see & engage with page posts
Act- Connect more people to the page
Advocate- Boost the post to get more people to see & engage with
the Page posts

12. The Plan/Objective
 The plan is to promote the page to instill awareness &
curiosity on Retirement Planning by emphasizing the
failures & regrets of our existing retirees so us not to
repeat their mistakes.
 Page promotion for 1 day
 Started Jan 14, 2019
 Target Age 17-50
 Location Tacloban City, Eastern Visayas
 Spent P260.00

13.  I posted 3 pictures depicting Retirement Planning to attract
attention to my page

14. Initially after creating my page, I invited 10 of my friends to like my
page, immediately after 30 minutes I received 3 likes.
Then I promote my page for P260.00/day for 1 day with estimated
reach of 988-4.9k/day. Age group 17-50 years old, within Tacloban
City.

15. The Result
Relevant portions of the campaign
(Before)
Page Reach: 1
Page Views: 13
Page likes: 3

16. Before

17. Before

18. Before

19. Relevant portions of the campaign
(After)
Page Reach: 1,696
Page Views: 38
Page Likes: 133

20. After

21. After

22. Learnings
Facebook Campaign-
Has the ability to reach targeted audience
Advertising is fast
Drives immediate results
Builds brand awareness
Advertising is measurable (number of likes…)
Helps increase touchpoints
Can engage website visitors
Builds engagement
Budget friendly

23. Learnings
 Marketing has changed because of technology, from traditional to
digital.
 Marketers needs to brace for the changes & adopt to the fast
developing digital economy.
 It is now easy to reach potential customers to make them aware of
products & services
 Authenticity or the brands character is very important, we cannot
deceive our customers as they have access to information & they
are socially connected to each other.

24. Plans in the future
 Improve the page to engage more audience
 Promote more to be able to improve on other touchpoints of the
customer path, the APPEAL, ASK, ACT & ADVOCATE.

25. Thank you Prof & classmates for the learnings. God bless us!