Pr o j ec t Wi p eMax Rel ax i n g Oi l A Communication Plan
Prepared by: Bolo, Melanie Ruth Y. Cubio, Mikee T. T. Gemina, Emmanuel Macalinao, Amy A. Villaester, Maurice Jitty
AMMME Health Care and Pharmaceuticals Inc. Project Name
Introduction of WipeMax Relaxing Oil in Cebu Market
Project Acronym
Project WipeMax Relaxing Oil
Start Date of Project
10/05/16
Duration of the Project
Six months
Executive Summary As part of AMMME's commitment to provide relief to every Filipino household, the company saw the opportunity to craft a new product that would address the needs of stress-magnet individuals. This led to the innovation of WipeMax Relaxing Oil, a powerful blend of Eucalyptus Oil and Peppermint Oil which help relieve travel and motion sickness, headache and dizziness, stuffy nose, minor stomach and abdominal pains and itchiness due to insect and mosquit o bites. Whenever experiencing these discomforts, one could instantly smell and rub an ample amount on the affected area, thereby, experiencing a feeling like no other but relaxed. During this six-month period, the main goal of Project WipeMax Relaxing Oil is to introduce the said product and develop a sense of awareness to the Cebuano market. This will be achieved by using various media, whether it may be traditional or online, to disseminate information on the benefits of the said product. The team members will also be developing and utilizing some innovative tools and methods, such as Google Analytics and SEO for online, to ensure that there will be no miscommunication with the message. These methods have been tested before in real-life situations and has provided all stakeholders with accurate and useful information on product awareness. This communication strategy supports the overall goals of the Project WipeMax Relaxing Oil project. Situation Analysis Project in General
Project Name (short)
Introduction of WipeMax Relaxing Oil in Cebu Market
Project Name (full)
Project WipeMax Relaxing Oil
Dates Start Date:
10/05/16
Total Duration:
Six months
End Date:
04/05/17
Coordination Coordinator (representative)
AMMME Health Care and Pharmaceuticals Inc. Inc. (Maurice Jitty M. Villaester)
Deputy Coordinator (representative)
AMMME Health Care and Pharmaceuticals Inc. Inc. (Amy A. Macalinao)
Management Project WipeMax Relaxing Oil Support Team
Contact:
[email protected]
Project Information Website
www.ammme.com/wipemaxrelaxingoil
Funding Funding Scheme
AMMME Finance Department
Fund
Php 10 Million
Project objectives and key deliverables
The Introduction of WipeMax Relaxing Oil in Cebu Market (Project WipeMax Relaxing Oil) is an innovation project that comprises a communication plan to introduce the said product and develop a sense of awareness to the Cebuano market. This will be achieved by utilizing various media, whether it may be traditional or online, to disseminate information on the benefits of the said product. The team members will also be developing and utilizing some innovative tools and methods, such as Google Analytics and SEO for online, to ensure that there will be no miscommunication with the message. These methods have been tested before in real-life situations and has provided all stakeholders with accurate and useful information on product awareness. The main goal of Project WipeMax Relaxing Oil will be achieved by utilizing various media, whether it may be traditional or online, aiming at these strategic, tactical, and business goals:
Developing a comprehensive set of knowledge and attitudes about WipeMax Relaxing Oil of the target market, its uses, benefits, and advantages compared to other brands with the same nature to its target market Providing a regular flow of necessary information to the key stakeholders Gathering feedback from the key stakeholders to ensure the maintenance of standards of care and support
These said communication plan also aims to receive this expected impact:
Raise awareness and change the attitude of the project’s target market and their involvement in the project by 70 % Ensure that 50 % of the target market are well-informed about the product Gain target groups’ positive rating by 80 %
Who are we?
AMMME Health Care and Pharmaceuticals Inc. started humbly in the garage of Emmakim Ruth A. Villaester’s home in Cebu City in the late 1900s. Her optimism and love for new things led to create new variety of soaps, shampoos and other hygiene products. She gave samples to her
friends and got positive response from them. It gave her a clue to start it as a business and later developed into a small sized company and now a business leader in the locality. The company was now passed to its 4 th generation. The company had ventured into becoming the biggest pharmaceutical company in the Philippines, with a market share of more than 30 percent which had been consistently maintained through the years. Its portfolio includes some of the biggest prescription, consumer healthcare and personal care brands in the country. AMMME was known to be one of the few companies in the industry that had succeeded in keeping majority of its manufacturing base in the Philippines. The company had also been a leader in introducing new technologies into the country since the early days of its existence. The 2010s has seen the company focusing on several improvements in the Environment front of which was the introduction of the first 100% biodegradable detergent bar in the Philippines. It was working closely with the community and other NGOs to protect and improve the environment. They expanded their operations and transformed into a leading manufacturer of home and personal care products, foods, and ice cream. Its roster of brands include Hammer, Great Treats, Serve & Sweet, Air, No More Dandruff, ZoomOut, Cream Cotton, Peacock, Leader, Ocean’s, Knock, Mama’s Choice, Teethton, Lux, Cokedent, Clear It, Rexodium, Choiceta, Moonlight, Moonsilk, Trek, Alex & Guy, and Floweline. Who are they? (target audience)
Aromatherapy covers both use of essential oils by professional aromatherapists and personal use by consumers based on retail purchases. In a recent 2013 survey of trends in the aromatherapy market in the Cebu, over 62% of professional aroma therapists also made up products for re-sale in additional to their professional use. Almost all aromatherapists are selfemployed, running their own small practices, but many also worked in education role (40%) and in retail/wholesale (26%). The market is therefore very fragmented, made up of large numbers of small operators. This is reflected in typical purchase volumes, with a significant % (43%) only purchasing each oil in small quantities (0.5 to 1 litre/yr) as opposed to 50 litre to drum quantities by the others. Geographic: Located within any Philippine State or territory, either as a resident or a visitor. Demographics: Female 25 years old and above (determined 5 years below the average of Filipino mothers currently documented at 30 years old.) With at least one child Single mother, married, in de-facto relationship, separated, divorced/annulled or widow.
The significance of the female customer who is fulfilling a caring role either for children, her partner, or parents takes into consideration the contemporary circumstances facing women which involves health problems like arthritis and other forms of muscular, bodily, and joint pains brought about by advancing age. The most relevant data on the female target market for the purpose of Wipemax Relaxing
Oil’s marketing would be the prevalence amongst households in permitting the females to primarily decide on the expenditures for pharmaceutical drugs as shown in the diagram below.
In terms of behavior, women are more likely to acquire a positive opinion about products if they were recommended by people she personally knew. However the effectiveness of learning about products (in terms of their presence, features, benefits and value proposition) from other forms of media can also play a significant part in cultivating purchase decisions of women.
Countries Vietnam North Korea Philippines
Television Word of Mouth Television
New Products Internet Searches Direct Mail Internet Searches
Word of Mouth Television Word of Mouth
Project WipeMax Relaxing Oil's target audience can be divided into two subgroups: Internal: Board of Trustees AMMME Health Care and Pharmaceuticals Inc. Inc. Employees
External: Vendors and vendors' associations Construction workers and construction workers associations Labor Unions Community Leaders Secondary, Tertiary, and Graduate School Students Healthcare Professionals Pharmaceutical Industries BPO and Contact Center Workers Micro, Small, and Medium Enterprises Patients and patients organizations Physical therapists and masseurs
Competitors
Katinko
The Pain and Itch Expert Brand Extensions and – Liniment, Alcohol ATL Reports – Radio Endorser – Team :Pacquiao
Efficascent Oil
Focused on the Power of Touch “Trusted by generations, tested through time” ATL Efforts – Ad Placement Eat Bulaga Internet Website and Facebook Fan Page
Omega Pain
Same as company as Efficascent Oil Focuses on Muscle Pain ATL Efforts – TV Commercial Internet Website and Facebok Fan Page
Vicks VapoRub
Brand Extension – Inhaler Focuses on Cough, Colds, and Fever ATL Efforts – TV Commercial, Radio Commercials, and Print Ads Internet and No Facebook Account for the Philippines
Pau “Walang Aww sa Pau” Same benefits as White Flower ATL Efforts – TV Commercials, Radio Commercials, and Print Ads Sponsorship – Fun Run with ABS-CBN
White Flower Print Ads Endorser – Donalyn Bartolome Internet Bloggers Television Commercial in Hong Kong Started TV ads in Philippines Past Advertising Well “Be Well” White Flower Therapy
Communication strategies Key message
Project WipeMax Relaxing Oil Tagline: Project WipeMax Relaxing Oil: Padayon pa, Higala! Project WipeMax Relaxing Oil Standard text for communications: As part of AMMME's commitment to provide relief to every Filipino household, the company saw the opportunity to craft a new product that would address the needs of stress-magnet individuals. This led to the innovation of WipeMax Relaxing Oil, a powerful blend of Eucalyptus Oil and Peppermint Oil which help relieve travel and motion sickness, headache and dizziness, stuffy nose, minor stomach and abdominal pains and itchiness due to insect and mosquito bites. Whenever experiencing these discomforts, one could instantly smell and rub an ample amount on the affected area, thereby, experiencing a feeling like no other but relaxed. During this three-month period, the main goal of Project WipeMax Relaxing Oil is to introduce the said product and develop a sense of awareness to the Cebuano market. This will be achieved by using various media, whether it may be traditional or online, to disseminate information on the benefits of the said product. The team members will also be developing and utilizing some innovative tools and methods, such as Google Analytics and SEO for online, to ensure that there will be no miscommunication with the message. These methods have been tested before in real-life situations and has provided all stakeholders with accurate and useful information on product awareness. Project WipeMax Relaxing Oil Source stories: For example: The most common oils used for massage are olive oil and sweet almond oil, however, there are several other options, too. We talk to oil manufacturers and retailers to understand their challenges and how they go about circumventing them. The oils used for massages have a major market in India. From carrier oils to essential oil, the market has a fair number of them. Here we explore the ‘massage worthy’ nature of carrier oils and even some essential oils. Massage has immense therapeutic value. To obtain the maximum benefi ts from a massage, the most suitable oil should be chosen for that purpose. Communication opportunities
Project WipeMax Relaxing Oil communication opportunities include: At launch of the project press release launch of website Radio, Print, and TV ads Sponsored Ads on Social Media Sites Connection with Bloggers and Social Media Influencers During the implementation of the project Key events conferences/events organised by third parties or target audiences AMMME events (info days, stakeholders’ forums, etc.) Deliverables (results)
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Roles and Responsibilities
Who Prepares
Communication Task
Steering Committee
Coordinator
Project Consortium
Communication group (Work package 1)
Work Project (WP) Leaders (2 Groups- WP1: Internal (within the company and its affiliates); WP2: External (the consumers in general and other stakeholders)
Communication strategy and dissemination policy Approval for project publications on partners’ websites Spokespersons for media AMMME conferences Liaison to AMMME Executive Office communication team Identification of communication opportunities and target audiences Approving press releases and audiovisual presentations and annual reports Drafting of Press Releases, Newsletters, Project Leaflets, Scripts, etc. Keeping the communication plan and website updated
Ensure timely dissemination of outcomes of their WP Responding to ad hoc questions Review and approval of Press Releases, Newsletters, Project Leaflets, Scripts, etc. presentations input on progress and achievements Drafting, editing and approving Press Releases, Newsletters, Project Leaflets, Scripts Initiate publications on success stories, support drafting of communication materials as appropriate Disseminate project achievements at board meetings
Communication organizations
experts
from
partner
AMMME Executive Office Communication Team
Provide info on company, logo and other visual identity/visuals as appropriate General guidance on Communication Providing overall AMMME key messages Providing helpful communication material (brochures, slide sets …) Approval + advise on draft project publications
Tracking of the Communication
The Project WipeMax Relaxing Oil Management Support Team has put in place a Presentation and Publication Tracking Tool. Tracking tables for presentations and publications of various materials are held by the Project WipeMax Relaxing Oil Support Team in house (at EMA) and also online (restricted to participants) at the Project WipeMax Relaxing Oil eRoom. The tables are updated on an on-going basis to always reflect the current status as regards planned, submitted and published/held publications and presentations as well as any other dissemination of project results or to present the project in general. Tactics/Communication Channels and Tools Communication tools and channels
a. Personal int eraction s: Personal contacts, professio nal contacts All partners are encouraged to engage in the interactions to promote the project. b. Events: Standard pr esentations, c onferences, workshops , seminars, media meet up WP co-leaders of relevant work package decide when to present the project or its results. This include a basic massage seminar, media meet-up, sampling booths at malls, games at wet and dry markets, and a raffle draw that will be culminated at the end of the duration of marketing plan c. Publications: Articles, open access publications, newsletters, e-articles, brochures/flyers WP co-leaders manage publication activities of their work package and regularly inform the Steering Committee of their activities. These publication include the 5 major English and Binisaya dalies in Cebu (Banat News, Cebu Daily News, Sun.Star Cebu, Superbalita, and The Freeman). We might also contact them and have a correspondent ask questions regarding the product. We will be releasing a pre and post-launch articles. After, we will be publishing articles on a weekly-basis for a span of one month. d. Press releases The Communication Group will be releasing their final press release and it will be disseminated to the traditional media outlets, bloggers, and social media influencers. e. Website The Project WipeMax Relaxing Oil website is used for external communi cation only. The Project WipeMax Relaxing Oil management support team is responsible for keeping it up-to-date and for managing its content, with the project coordinator being the final approver. The Project WipeMax Relaxing Oil web portal is available at http://www.ammme.com/wipemax and includes three components: a. A webpage accessible to the general public that provides a general description of the product, its components and ingredients, as well as its benefits. The Project WipeMax Relaxing Oil website consists of a number of sections: Homepage with brief description of the project and latest news ‘About WipeMax Relaxing Oil’ section with more detailed description of products’s goals
and product’s composition ‘Objectives’ section describes the main objectives of the product. ‘Benefits’ section describes the various benefits of the product. ‘Users’ section provides some of the testimonies of the users of the product ‘Connect’ section provides some button where the users can share the content of the page
b. A password Project WipeMax Relaxing Oiled domain with access only for employees in Project WipeMax Relaxing Oil (eRoom). The eRoom serves as a forum to post and exchange information and announcements aimed at Project WipeMax Relaxing Oil participants only, including internal guidance documents, meeting dates, arrangements and minutes, other group or WP specific information, and documents for consultation by Project WipeMax Relaxing Oil members. Documents can be shared whilst ensuring version control; The website is hosted by the AMMME website with the eRoom being maintained by AMMME IT Department. f. Social media Currently, the team is planning to use social media (Facebook) for promoting their product. The Project WipeMax Relaxing Oil Management Support team is planning to use social media (Twitter, LinkedIn, Facebook) to promote Project WipeMax Relaxing Oil to a general audience. They will creating pages in these sites, producing and sharing content that is relevant to its target market. This include but not limited to health and wellness. They will also be producing some sponsored ads so that it will reach a wider audience. Aside from this, they will gathering social media influencers, which include but not limited to Medyo Maldito, Snake Princess, among others, so they will also be promoting the product in their respective accounts. g. Other internal communication tools Day-to-day communication within the consortium is mainly based on electronic means. In order to ensure a smooth interaction and exchange of information within the consortium, means and routes for communication have been agreed and established as follows: Project WipeMax Relaxing Oil support inbox: A central email address is used for communication from and with the Coordinator or Management Support Team (
[email protected]). Employees may use this address to provide information e.g. in relation to status of the project, or in case of technical, administrative or financial queries. Project WipeMax Relaxing Oil eRoom: A forum and electronic document management system is used as a central accessible document repository, discussion forum to facilitate group related communication, as well as for sharing of documents and remote editing of documents with version control. The eRoom is available at the Project WipeMax Relaxing Oil website or directly at http://www.ammme.com/wipemax/eRoom. It is open to all employees working in Project WipeMax Relaxing Oil who can request an invitation from the Management Support Team. Groups are created to enable specific exchange of the different bodies and WP in Project WipeMax Relaxing Oil. The full content of the eRoom is accessible even if an individual is actually not a member of a
specific group; however, in that case documents will only be available in ‘read -only’ mode, thereby preventing unauthorized and uncontrolled involvement of non-members. It is possible to activate notifications for any activities or changes to the eRoom or a particular part of it. Partners’ database and email distribution lists: A central partners’ database is kept by the Management Support Team comprising details of all individuals involved. The list provides information, if available, on the contact details (email, telephone , fax, and postal address), job title, affiliation and involvement in WPs or other Project WipeMax Relaxing Oil bodies. The list as well as email distributors for all governance bodies and Work Packages are available through the eRoom to all consortium members.
Validation/approval for all communications
There are three different routes for approval of communications: a. approval by the whole consortium (publications, AVP, abstracts) Each publication/presentation/abstract which includes new results has to go through a Consortium review as specified in the Project WipeMax Relaxing Oil publication policy b. approval by the Project WipeMax Relaxing Oil coordinator and SC (if needed) (website, press releases, interactions with other research programmes in first instance) Decisions regarding updates of the Project WipeMax Relaxing Oil website, issuing of a new press release and interaction with a new research programme are at the discretion of the Project WipeMax Relaxing Oil Coordinator and deputy Coordinator. c. approval by WP co-leader(s) (personal interactions, interactions with other research programmes in second instance) It is at the discretion of WP co-leaders to initiate and give approval for personal interactions of WP members with external audiences. Once the Project WipeMax Relaxing Oil (deputy) coordinator decides on interaction with a new research programme it is up to the WP co-leaders to manage further collaboration with research programmes relevant to the WP. Visual identity and acknowledgements
Project Logo The Project WipeMax Relaxing Oil logo is used on all communications (articles, project websites, presentations, flyers, press releases etc.). In addition, the IMI, EU and EFPIA logos are also included on all communication products. Project participants’ logos are used on Project WipeMax Relaxing O il website and may be used on communication products (such as posters, presentations, etc.) where relevant participant significantly contributed to the communication product.
2. Templates Templates for project’s presentations, meeting agendas and minute s, posters, leaflets, etc. are available on eRoom. 3. Acknowledgements
All publications or any other dissemination relating to the project shall include the acknowledgement statements as instructed in the Project WipeMax Relaxing Oil publication policy. Budget for Communication Communication budget (funds covering attendance at conferences, preparation of publications or presentations, etc.) is part of annual budget of Branding and Marketing Department of AMMME Health Care and Pharmaceuticals Inc.
National Marketing Banner Ads
October 4,700.00 4,700.00
Q1 November December 4,700.00 4,700.00 4,700.00 4,700.00
Q1 Totals 14,100.00 14,100.00
Local Marketing Newspaper In-Store Marketing Local Billboards
15,000.00 6,000.00 4,000.00 5,000.00
15,000.00 6,000.00 4,000.00 5,000.00
15,000.00 6,000.00 4,000.00 5,000.00
45,000.00 18,000.00 12,000.00 15,000.00
Public Relations Public Events Press Releases Conferences Client Events
20,000.00 10,000.00
10,000.00
20,000.00 10,000.00
10,000.00
50,000.00 20,000.00 5,000.00 5,000.00 20,000.00
Content Marketing Sponsored Content Landing Page
10,000.00 5,000.00 5,000.00
10,000.00 5,000.00 5,000.00
10,000.00 5,000.00 5,000.00
30,000.00 15,000.00 15,000.00
Social Media Twitter Facebook Pinterest Instagram Google+ LinkedIn
12,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00
12,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00
12,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00
36,000.00 6,000.00 6,000.00 6,000.00 6,000.00 6,000.00 6,000.00
Online Blog Website Mobile Alerts Email Newsletters
12,000.00 2,000.00 5,000.00 2,000.00 3,000.00
12,000.00 2,000.00 5,000.00 2,000.00 3,000.00
12,000.00 2,000.00 5,000.00 2,000.00 3,000.00
36,000.00 6,000.00 15,000.00 6,000.00 9,000.00
Category
Advertising Online Print
5,000.00 5,000.00 10,000.00
124,000.00 124,000.00 124,000.00 372,000.00 24,000.00 24,000.00 24,000.00 72,000.00 30,000.00 30,000.00 30,000.00 90,000.00
Radio Television
TOTAL Category National Marketing Banner Ads
20,000.00 50,000.00
20,000.00 50,000.00
20,000.00 60,000.00 50,000.00 150,000.00
248,000.00 248,000.00 248,000.00 744,000.00 Q2 January February March 4,700.00 4,700.00 4,700.00 4,700.00 4,700.00 4,700.00
Q2 Total 14,100.00 14,100.00
Local Marketing Newspaper In-Store Marketing Local Billboards
15,000.00 6,000.00 4,000.00 5,000.00
15,000.00 6,000.00 4,000.00 5,000.00
15,000.00 6,000.00 4,000.00 5,000.00
45,000.00 18,000.00 12,000.00 15,000.00
Public Relations Public Events Press Releases Conferences Client Events
10,000.00
20,000.00 10,000.00
10,000.00
40,000.00 10,000.00 10,000.00 10,000.00 10,000.00
Content Marketing Sponsored Content Landing Page
10,000.00 5,000.00 5,000.00
10,000.00 5,000.00 5,000.00
10,000.00 5,000.00 5,000.00
30,000.00 15,000.00 15,000.00
Social Media Twitter Facebook Pinterest Instagram Google+ LinkedIn
12,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00
12,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00
12,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00
36,000.00 6,000.00 6,000.00 6,000.00 6,000.00 6,000.00 6,000.00
Online Blog Website Mobile Alerts Email Newsletters
12,000.00 2,000.00 5,000.00 2,000.00 3,000.00
12,000.00 2,000.00 5,000.00 2,000.00 3,000.00
12,000.00 2,000.00 5,000.00 2,000.00 3,000.00
36,000.00 6,000.00 15,000.00 6,000.00 9,000.00
Advertising Online Print Radio Television
5,000.00 5,000.00
5,000.00 5,000.00 10,000.00
124,000.00 124,000.00 124,000.00 372,000.00 24,000.00 24,000.00 24,000.00 72,000.00 30,000.00 30,000.00 30,000.00 90,000.00 20,000.00 20,000.00 20,000.00 60,000.00 50,000.00 50,000.00 50,000.00 150,000.00
TOTAL Total: Php 1 488 000 Contigency: Php 148 800 Total Cost: Php 1 636 800 Breakdowns
248,000.00 248,000.00 248,000.00 744,000.00
List of Main Deliverables
WP Deliverable Involved 1 Project WipeMax Relaxing Oil Management Plan
Delivery Date* Oct-05
1
Sept-09
1
Project WipeMax Relaxing Oil web portal Periodic report including financial report
1
Publication Plan
1
Communication plan (Brainstorming and creation)
2
Conducting of the pilot study of the product Releasing of the results
2
2
Evaluation and Recommendations
2
Final Deliberation of the Project
2
Submission of the Final Report of the Project Boosting of Project WipeMax Relaxing Oil web portal Boosting of Publicity (Online)
1 and 2
1 and 2
Oct-10; Oct-11; Oct-12; Oct-13; Oct-14 Oct-10; Oct-11; Oct-12; Oct-13; Oct-14 Nov-5-15
Means of Communicatio n Submission to Steering Committee; Project Consortium; AMMME Executive Office Communication Team Internet Access Submission to Steering Committee; Project Consortium; AMMME Executive Office Communication Team
Submission to Steering Committee; Project Consortium; AMMME Executive Office Communication Team; Communication group Submission to Steering Committee; Project Consortium; AMMME Executive Office Communication Team; Communication group Nov. 20-30 WP 2 Team; Project WipeMax Relaxing Oil web Dec.-01 WP 2 Team, AMMME Executive Office Communication Team; Communication group, Project WipeMax Relaxing Oil web Dec.-02 AMMME Executive Office Communication Team; Communication group Dec-03 WP Teams; AMMME Executive Office Communication Team; Communication group Dec-04 WP 2 Team, AMMME Executive Office Communication Team Dec.05-10 Internet Access, AMMME Executive Office Communication Team; Communication group Dec.05-10 Internet Access, AMMME Executive Office Communication Team; Communication group
1 and 2
1 and 2
1 and 2
Boosting of Traditional Publicity (Newspapers, Radios, Flyers, Pamphlets) Preparation for the Official Launching of Project WipeMax Relaxing Oil Official Press Release
Dec.05-10
Dec.10-23
Dec.24
1 and 2
Official Launching of Project WipeMax Relaxing Oil
Dec.25
1 and 2
Focus on the online platform of promoting the product (Twitter, Facebook, Instagram) Focus on the traditional platform of promoting the product (Newspaper Ads, Pamphlets, Brochures, Radios) Mall Events featuring the Product
Dec.26Jan.26
1 and 2
1 and 2
1 and 2
1 and 2
1 and 2
Short Re-assessment of the Plan to determine the need for a TV commercial; if needed, TV commercial will be implemented Airing of TV Commercial (if needed) Evaluation of the Outcome
Jan.27Feb.27
AMMME Executive Office Communication Team; Communication group AMMME Executive Office Communication Team; Communication group AMMME Executive Office Communication Team AMMME Executive Office Communication Team; Communication group Internet Access, AMMME Executive Office Communication Team; Communication group Newspaper Outlets; Radios; AMMME Executive Office Communication Team; Communication group
March 1-15 AMMME Executive Office Communication Team; Communication group March 17 AMMME Executive Office Communication Team; Communication group
March 20 April 1-5 April 7 and beyond
AMMME Executive Office Communication Team; Communication group AMMME Executive Office Communication Team; Communication group