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UP Junior Marketing Association Official Publication

Aug-Oct 2012

The Power Issue


LETTER FROM THE EDITOR Working on this 2nd issue, I realized it never gets easy. Sure we’ve experienced and learned a lot from working on our 1st issue and we were much chiller in our 2nd editorial shoot (no, seriously), but no. In fact, I think it has gotten even harder. Why? Because of the standard we set. We raised the bar for all future issues and so our 2nd should surpass that, which is how UP JMA is. Every semester, we execute well different projects and the next semester’s projects should even be better. Constantly aiming for the best is what we do and most of the time, it’s hard because you have a new team, a new function, a new head, and new teammates. But that’s what makes it so exciting and beneficial for all of us. This challenge is what keeps our image soaring high, what keeps our organization healthy, and what keeps us motivated. The theme of this issue is obviously marketing. We were aiming to make a Lightning Lumine issue of the Marketing Dossier but we thought for our 2nd issue, since One Mark is a return to the basics and since our foundation and essence is marketing, why not just merge both. So here we give you The Power Issue, and on the cover are eight of the outstanding marketers of the semester, both process and events-based. Here they share their experiences in marketing where you can learn a whole lot if you plan to take a marketing career path in JMA or in your actual career, or if you’re just dazed by your past experiences. We also have columns or opinions on marketing and its different aspects, written by fellow JMAers (who can possibly be thought leaders in the near future). We also give you the scoop on how ADHOC: Unbound Legacy, particularly ProCreate, was able to pool in that much crowd, for the benefit of the next sem’s (shout out to my new teammates Alfred and Pilarts) and future ProCreate or Promo teams. We also have a visual feature on power dressing, with a self-presentation twist to it. And of course, we have all the news on our events and fun stuff like JMA Statistics and the much-loved Gossip Gok. I would like to take this opportunity to thank our photographers Roch Venturina and Kean Lim, and our impromptu makeup artist Denise Chan (who only came to accompany Patty). Of course I would like to thank our cover boys and girls Diane, Car, Ryann, Gama, Sophia, Patty, Spencer, and Richard, as well as our other models for our features, Dan, George, and ADHOC ProCreate. Thank you all for taking the time to shoot since that week was hell week for most. Thank you all for being so cooperative. Thank you to our contributors Ralph and Ryann. It really means a lot to us for you to submit high-quality articles on time. Thank you to Eena Fortun for lay-outing and designing our gimmicks portion at the last minute because our creative juices weren’t flowing anymore. We owe you definitely. Thank you to our Chair Benjie, for being present in our shoot and for taking the time to post-process most of our pictures. We love you! And of course, thank you too to our VP Giselle, for giving us valuable advice and being there for us. Thank you for being patient with us. To my Team - Aileene, Baschia, Gian, and Jem - thank you for being just great. I will definitely miss our once-in-a-while Thursday meetings at ROC where we brainstorm themes and topics, and discuss and/or validate goks. I just love how we’re all so comfortable with each other now. Truly, words cannot express how happy I am to have a team (first team I headed) composed of you guys. I am so happy we were able to produce a great 1st issue and the very first ADGOK (thank you for the idea, Eto!), to which I hope future teams will continue. I believe we’ve left our mark. Getting good reviews from our 1st issue was definitely uplifting but we definitely felt the pressure to deliver an even better 2nd issue, and here it is finally. Again, nothing is more fulfilling for a publication than to see their very work appreciated by its targeted readers. Signing off as Press Head (and Gok Queen), enjoy!

Cover Credits

TEAM PRESS

Chelsea Sullivan Editor-in-Chief

Jem Abel Aileene Alfaro Baschia Mariano Articles Officers

Gian Chua Layout & Graphics Artist

Behind the Scenes

Photography by Roch Venturina & Kean Lim Makeup & hair by models & Denise Chan Post-processing by Benjie Baladad Clothes & accessories by Team Press & models Special thanks to Ryann Lim Photos & videos by Baschia Mariano


NEWS By Jem Abel

MONEY MATTERS p. 4 Funds Event HIRAYA Arts and Music Festival Publicity Event

COMBO p. 5 VIRAL Alternative Classroom Learning Experience

DISNEY MEETS K-POP! p. 6 UP CBA Student Council’s OrgPres

MAJOR KIDS DAY OUT UP JMA INVITATIONAL CUP

p. 7

Entrepreneurial Project

SPRINTHOC The White Shirt Party

ADHOC: UNBOUND LEGACY

p. 8

Ad Hoc Major Event

NO TOMORROW p. 10 Members’ Marketing Event

PROJECT: LITTLE MIRACLES Public Relations Event

PLAYGROUND MNL p. 11 Applicants’ Project

HAPPY UP YEHEY Campus Relations Event

ROADVOCACY p. 12 Major Marketing Event

THE MARKETING DOSSIER POWER p. 14 Editorial Feature

The Benevolent Assimilation of Digital and Traditional Marketing

p. 26

On going digital and social media

ADHOC: Unbound Legacy

p. 28

Team ProCreate The story behind the record-breaking legacy

It’s All About Experience

p. 30

Thoughts on Branding

10 Steps to Help You Get A Venue for Free

p. 31

The Rules of Marketing Engagement

p. 32

A feature on power dressing

Marketing Bloopers

p. 37

JMAers share their funny/weird/embarrassing experiences while marketing.

GIMMICKS JMA Statistics

p. 38

Gossip Gok p. 39 ACKNOWLEDGMENTS p. 41

Table of contents


NEWS 4

MONEY MATTERS FUNDS EVENT

JMAers learned more about finance and its different aspects at Team Funds’ financial summit, Money Matters, last August 17, 2012 at the UP School of Economics. Aside from the usual entrepreneurial projects, Eric Nicdao of Philam-Life focused on the practical ways to make, earn, keep, and save money.

HIRAYA Arts and Music Festival Publicity Event

Hiraya, the first collegiate arts and music festival in the country, featured cultural performances, hip hop numbers, DJ sets, indie music, digital projections, and street art from various artists in the country last August 17, 2012 at Bonifacio Global City, Taguig. Festival-goers were treated to drinks, adrenalineinducing cupcakes, and independent label t-shirts, while enjoying non-stop performances.


NEWS 5

LEGACY

Combo: Coalition of marketing and Business organizations

UP JMA, Ateneo Junior Marketing Association (AJMA), and DLSU Junior Entrepreneurs’ Marketing Association (DLSU-JEMA) came together for the Champion’s Cup, a two-day team building and marketing seminar, last August 18-19, 2012 at Shercon Ecology Park and Resort, Batangas. The three marketing associations combined forces and made the whole experience unforgettable, with good food and great company, proving that Combo is definitely here to stay.

VIRAL

Alternative Classroom Learning Experience

About a hundred students attended UP JMA’s Alternative Classroom Learning Experience (ACLE) VIRAL last August 22, 2012 at the UP College of Business Administration. This school year’s ACLE, spearheaded by Team Public Relations Solutions, tapped into the unique and ever-growing field of viral marketing as Jovan Cerda of the Philippine Star talked about effective viral marketing tools and proper information consumption and Arlene Amante of L’Oreal talked about proper image presentation.


NEWS 6

MAJOR KIDS Disney DAY OUT Meets K-Pop! UP CBA Student

Council’s Orgpres

UP JMA, in collaboration with the UP Society of Emancipated Men (UP SEMen), won second place in UP CBA Student Council’s annual Orgpres with their performance “Beauty and the Beast with the Super Juniors” last August 31, 2012 at Amoranto Theater, Quezon City.

The 35 KIDS of UP JMA learned more about science, the earth, and outer space in their field trip to the Mind Museum at Bonifacio Global City, Taguig last September 8, 2012. The kids explored the park, interactive areas, 3D shows, scientific clips, and the mini space dome, and also participated in a workshop on parallel vision and 3D images.


NEWS 7

UP JMA Invitational Cup Entrepreneurial Project The 2012 UP JMA Invitational Cup hosted an 18hole golf tournament last September 10, 2012 at the Forest Hills Golf and Country Club in Antipolo, Rizal. A culminating lunch and awards ceremony capped off the event.

SPRINTHOC The White Shirt Party A white shirt party dubbed as “Sprinthoc� boasted a pool, dozens of bottles of liquor and beer, glowsticks, and a good time last September 14, 2012 at the Golfhill Terraces clubhouse in Old Balara, Quezon City.


NEWS 8

ADHOC: UNBOUND LEGACY Ad Hoc Major Event

ADHOC Unbound Legacy broke previous records with a crowd of 6,000 urban youths rocking the World Trade Center Tent, Pasay City on the night of September 1, 2012. The event hailed as “the biggest college party in the Metro� boasted hip-hop beats, nonstop drinks, and a midnight reveal like no other. Although only a select few can probably remember what exactly went down that night, surely no one could forget the magnitude of what they had all achieved: a night to remember and a night for the ages. Indeed, a new legacy was born.


NEWS 9


NEWS 10

NO TOMORROW Members’ Marketing Event The Finance Committee bested the four other committees with their campaign “Project JMAte” on the culminating night of this semester’s Members’ Marketing Event: No Tomorrow. Held at the Roof Deck of LPI Centre Residences, Pasig last September 15, 2012, JMAers were challenged to interpret and conceptualize a campaign for the slogan “No Tomorrow.” The speakers for the event were Joana Tirados of McCann Worldgroup, who talked about creativity for account managers, and Greg Martin of Ace Saatchi and Saatchi, who talked about the foundations of advertising. They also served as the judges together with Juni Ty, UP JMA alumnus and currently a corporate associate trainee for Nestle.

RANKINGS: 1 Fin Project JMAte 2 Pub Snapshot: Capture the Moment and X May Piso, May Plano 3 SPR Project Life: The Chance to Make It Right 4 Int The Bucket List Project

PROJECT: LITTLE MIRACLES

Public Relations Event Making little ones' dreams come true one wish at a time. Erase apathy. Reconstruct hope. Color your gray skies. The Launch UP JMA Team PR Event and the Make-AWish Foundation launched PROJECT: Little Miracles, a fund-raising event for the benefit of three children inflicted with cancer, last September 16, 2012 at the Alabang Town Center, Muntinlupa, where families, teenagers, and children alike participated. Balloons with the participants’ wishes were altogether released towards the sky at the end of the program, which included a dance contest, free dance workshop by the UP Streetdance Club, and a performance by jazz band Extrapolation.

Interactive Cooking Demonstration JMAers and guests experienced an interactive cooking demo by Culinary Head Chef Cheong Yan See last September 29, 2012 at Enderun Colleges. 1st Wish Grant Marife Catan wants to be a chef and so she had a one-on-one cooking session with Chef Cheong Yan See at Enderun Colleges.


NEWS 11

PLAYGROUND MNL Applicants’ Project

The UPJMA One Mark applicants threw a kiddie party-inspired event, Playground MNL, last September 28, 2012 at the Decagon, Silver City, Pasig for their final applicants’ project. Bubbles, candy, and inflatables filled the place as they transformed the night into one huge playground and guaranteed playtime.

HAPPY UP YEHEY Campus Relations Event The UP community enjoyed the Happy UP Yehey variety show last October 6, 2012 at the UP College of Science Amphitheater. Kicked off by a talent competition, the crowd was in awe of the stunts performed by remarkable individuals such as singers, dancers, beatboxers, and even jugglers. Kouichiro Yanga, a Japanese exchange student with superb dance skills brought home the grand prize of Php10,000. Dane Hipolito and Erika Lualhati won 2nd and 3rd place respectively through their musical skills. The UP staff joined the games after and no worker went home empty-handed as each participant was given a goodie bag at the end of the night. The event by UP, for UP definitely gave the UP community a breather from all their hard work.


NEWS 12

ROADVOCACY: A Road Responsibility Marketing Competition Major Marketing Event Team Supreme emerged champion in UP JMA’s Major Marketing Event (MME) 2012, ROADVOCACY: A Road Responsibility Marketing Competition, and brought home the Php100, 000 grand prize at the MME Culminating Night last September 29, 2012 at Arts in the City, Taguig. Teamptation and Team MMDA were 1st runner up and 2nd runner up respectively. The night was filled with inspiring presentations, great music by Extrapolation and Magismen, and impactful entertainment by Comedy Cartel.

Orientation Seminar August 18, 2012 UP National Engineering Center


Photography by Roch Venturina & Kean Lim Post-processed by Benjie Baladad Words by Chelsea Sullivan


Marketing is more than just presentations or proposals, but these eight marketing officers of the semester make it look so easy. Read on as they share their experiences, challenges, resolutions, and insights and know more about the other side of the activity we JMAers hold near and dear our hearts.


DIANE SAMSON

Strategic Marketing Head Take It Easy with Keds

What exactly is Team Strategic Marketing? Basically, Team Strategic Marketing is the only team in Externals that execute event projects to one specific company. To understand this, the difference between Stratmark’s event to other JMA teams is that StratMark actually collaborates with only ONE company. We make sure that we meet the company’s expectations and needs. So if other events in JMA look for SPONSORS we look for a PARTNER. This semester is actually interesting and at the same time fulfilling for me and my directors. We made it our objective to look for OUR partner, since for the past semesters, Stratmark was always the one waiting for the company offers. So start palang ng sem, we were marketing our team to the companies that we wanted. We made it our objective to make the company see that they actually NEED our help. For this semester it’s KEDS PHILIPPINES. Start pa lang achievement na agad getting them. Why? Because Keds is not a local brand. And this is actually their first time to invest in any student organization plus, they never had an event as big as this. But of course with this in mind, we have to take care of the brand. We need to “think Keds!” How was marketing for your event? It was challenging but I believe our hard work paid off. I had a good team behind to support the event so basically it was hard, but at the same time fun. What were the challenges? Since we have a collaborating brand, we actually had a hard time in terms of getting sponsors, ‘cause one of the problems that we encountered was that they said that Keds will be the only one who will be highlighted and their brand wouldn't get that much promotion. And Keds was very particular also with the brands that they wanted so we had to ask permission if they were alright with some brands that we were targeting. We had to take care of the Keds brand. As a team, we had to execute and plan in line with their company. How did you overcome these challenges? Prioritize! Plus, work harder! The thing is, as I said before, our objective is to make our company happy, so we need to reject (of course, nicely) some sponsors that Keds didn’t approve of. So we needed to work harder. Epiphany about marketing and advice Marketing is like courting. I would always say to my directors “Niligawan mo na ba (name of brand)?” You need to make them feel that you know what they want and you will be happy doing that deed for them (even though it’s hard, make them feel you know what you are doing). Assuring them is the key and of course, fulfilling your promises is also important. Whenever we meet with a company, it is important that we know what we are selling to them. We ourselves should love it ‘cause it will reflect. Know what you are talking about! Always be prepared and of course remember, companies are like girls, they have different personalities, some like chocolates and others love flowers. Different! As such, you should prep for it! Ligawan lang yan.

Carissa Vicencio

Marketing Solutions Head

What is the marketing function of TMS? We basically handle all the marketing letters. All the marketing letters of each team goes through us for us to check the content and layout as well, so it’s professional and at the same time eye-catching. We do sponsorship marketing and we also hold marketing seminars for both the apps and the members for them to be refreshed about marketing and the basics. To what extent does TMS regulate the marketing process of each team? We’re the guidance of the teams in JMA. It’s not like we spoon-feed them. We give them layouts and samples of content but we encourage them to give us a unique marketing letter. We help them through that but then also let them off on their own so they can learn from their mistakes. What were the challenges, especially in sponsorship marketing? I guess since our events are internal, it’s hard to get sponsors to want to shell out cash for us because they don’t really know how much promotion we can do within our org. How did you overcome the challenge? Negotiations are always the best and good persuasive communication. I’ve always resorted to that especially when it’s the last straw. Just learn how to talk them through and always let them know what they’re gonna get out of it. Epiphany about marketing and advice It’s complicated. Everyone thinks it’s just getting sponsors or getting money but it’s really a complex process ‘cause it’s not just sponsors but building relationships with the sponsors or the companies. You have to do work to please them and in order to also make your event a success you just can’t get any sponsor. It’s more of aligning sponsors to your event.


What kind of marketing do you do? R: We do more face-to-face marketing. We go to different establishments and give them our marketing proposal and try to strike deals with them. For example we usually go to restaurants and ask for discounts for the memcard holders or we ask for freebies and GCs to help promote their brand, while at the same time JMAers get discounts and good deals from the places they want to visit and/or visit regularly. G: It’s more of a really personalized kind of marketing, other than the usual calls or usual emails. It’s different from a sponsorship. We see it as really more of a partnership, a long term thing. What were the challenges? R: Probably trying to offer them something new because honestly like what we, JMA, can offer is just promotions on their part but we have to make them realize that we can really help them promote and that our member base is more than enough to benefit their events or their establishments. We can offer them enough support. I guess another challenge are the bigger orgs from other schools who have more members and sometimes a lot of companies really approach them and partner with them so it’s more of how we can set ourselves differently or how we can set ourselves apart from the competition. G: It’s really more of the time that we have to give them. As we get more and more partners, it’s just really hard to allot a certain period of time for them given that we’re still students as well and have a lot of other responsibilities. With the number of partners increasing, it gets really hard to keep personalized with them ‘cause we have other partners as well and realistically speaking, we don’t really have all the time in the world to be with all of them. How do you overcome these challenges? G: It’s really making a solid structure where we make sure that none of the partners get lost in our time allotment for them. It’s more of working with them effectively rather than just outright making your way. You have to step back and look if there’s something you can do better or is there something wrong or if you can change something. Epiphany about marketing R: It’s already a known fact that marketing is really hard like trying to get people to say yes to you. I guess an epiphany is that you should never stop trying. We started marketing since May, way before school started, but then we only started getting partners August, so that’s three months down the road. It takes a lot of time and it also involves a lot of luck. Sometimes you just really get lucky. G: Speaking of hard things, marketing is really a lot like love. Love is hard and sometimes you just have to keep going and going amidst all the no’s and all the times that you think you can never get that one yes from a specific partner. You just have to keep going. There’s a quote on the internet from some writer, “it’s not the moment where a man gets his beloved trophy, wife, or partner in life. It’s more of the scars he bared going through.” R: I think what Gama means, in relation to marketing, is that it’s not about getting people to say yes but the journey to get the partners. At the start of the sem, we had a target of at least 20 partners and I think we’re close to reaching that target. By the end of the sem, when we look back, it’s not about how many people said yes to us but it’s rather how much we were able to convince people that UP JMA is the right partner for them.


Gama Garcia & Ryann Lim

Brand Communications Co-Heads


G: And when they say no, just have to keep on trudging. Try to look for other ways that you can make the target say yes. Advice R: Face-to-face marketing, for one you have to smile a lot ‘cause you are the front line of UP JMA. You’re representing UP JMA as an org, you’re representing all the members and what it stands for so you have to smile and at the same time, most partners would try to ask about the org so you have to know your stuff. You have to know who you cater to, what event, who your beneficiaries are. All these things go into play because when you talk to or convince your potential partners, the more they learn, the more they get convinced and it’s gonna be easier for them to say yes. G: As for personalized marketing you have to know where you’re coming from first of all. You have to know what you’re offering them and what they will realistically get in return. You have to be accountable for what you do, meaning you have to be responsible for the outcome of whatever you do. For example, you go to the marketing meeting for the potential partner and you don’t even know who they are, what they serve or what their products are. That’s not you making a yes happen. It’s more of you just going there to throw your marketing letter. In personalized marketing, we’re the go-getters. We want you for a reason and we’re intentionally going there to make something happen. It’s being responsible or intentional, making a yes happen, like love.

Sophia Tayag & Patty Coronel

Publicity Event Marketing Officers HIRAYA Arts & Music Festival

How was marketing for your event? P: It was a lot harder than what I originally thought ‘cause our span was so much broader than what I thought we would originally be doing. Our event was Filipino pride, so all Filipino food or all Filipino brands but the extent was just so vast so it was a challenge but a learning experience. S: It was challenging. At the beginning, we narrowed down our sponsors and I don’t know, but you get to the point where all your target sponsors don’t actually wanna sponsor you and you don’t understand why. So we basically started marketing to every other company out there. It was difficult ‘cause how many people can you contact in one day and we really had limited time ‘cause we started marketing in May and our event was on the 2nd week of August. By that time, I think I sent letters to over 150 companies and in the end how many sponsors actually said yes. So it was a challenge but it was really a learning experience. You get to be more patient and you persevere through everything as fast as you can. Who did what? P: Well we divided the work but we kind of divided it wrong (laughs). We divided it according to the number of companies but like Sophia said we narrowed it down then eventually contacted everyone. S: Yeah we divided the companies by type but in the end, crunch time, we started randomly calling companies. Whoever said yes na lang. How was it working with each other? S: I think Patty balances me out ‘cause I have very intense stress levels like I can just snap at people and Patty’s very calm and chill about everything. Her calmness really balances my intense mood swings. P: I’m definitely the calmer one. Sophia can get very emotional like one time I was going home at 8 and she calls me and just starts ranting over the phone so I just said my usual lines to calm her down. I don’t even remember what she was talking about (laughs). Advice S: Just work hard, persevere. And for the first time a sponsor says no to you, you’re gonna feel so bad and you wanna understand why, but then later on you realize there are other sponsors out there. And you shouldn’t be beggars. I forgot who said it but “sponsors need you as much as you need them.” P: Just work hard and keep on going. I got 3 no’s in one day so that really broke me. Just work really hard and make the most of your time. I guess it was in line with me being calm like when negotiating with sponsors I’d be the one to bend but then I learned you have to stand your ground also. Just ‘cause we’re the students and they’re the professionals doesn’t mean we have to be the weaker ones.


Spencer Cheng

Major Marketing Event Marketing Head

ROADVOCACY: A Road Responsibility Competition

How was marketing for your event? Difficult since companies aren't really attracted to the idea of MME since it’s a small scale event, though some were more than willing to sponsor since it was seen as a corporate social responsibility. How did you overcome the challenges? We just constantly persevered and tried as much as we can to get the sponsor no matter what. Epiphany about marketing and advice Marketing is a give and take relationship where both parties try to come to an agreement where everyone wins. Don't give up, just keep pushing. It's really rewarding in the end.

Richard Juan

Ad Hoc Major Event Marketing Officer

ADHOC: Unbound Legacy

How was marketing for your event? It really was a time-consuming and mentally-exhausting experience. Instead of having a day off to catch up on school and sleep, that day had to be used as “marketing day,” where I just call and send emails to potential sponsors. Don’t listen to what they say that marketing for ADHOC is easy – it’s not THAT easy! But at the end of everything, on the day itself, when you see the setup of your sponsors, it is one of the most fulfilling feelings ever. You’ll be like, “Wow, I am part of this marketing team that made all this happen. Without us, there would be no this, and no that.” What were the challenges? People usually say that the most challenging part is getting rejected. I think I have already overcome that problem when I did marketing for Team Athletics, as in I don’t fear rejection (for marketing) anymore. The biggest challenge I’d say for me is fixing my schedule – making full use of the 24 hours I get in life every day. How did you overcome the challenges? The four key components that you need if you’re marketing for ADHOC are: Sleep, Academics, Marketing, and Meetings (S.A.M.M.). What I realized is that I could only fit in three out of the four. So each week, I had to weigh in and see which one is the most important and rank them for the week. The last one is usually the one I give up on. Advice Organize a face-to-face meeting with potential sponsors rather than doing it via the phone. Success rate of that is usually higher. And most importantly, be charming (even if you have to fake it!).


The Benevolent Assimilation of Digital and Traditional Marketing On going digital and social media By Ralph Dantes

There’s obviously logic behind marketing. More than that, marketing has flourished to be an industry laden with processes, systems, channels, and key people wielding and mobilizing these forces to achieve their desired conclusion. As members of the premier student marketing organization in the Philippines, marketing obviously isn’t a foreign concept to us. We’ve been introduced to two key approaches to marketing and advertising: traditional marketing, the tried and tested approach to exposing a product or an event to your target market and digital marketing, an auspicious newfangled device that everyone is trying to learn and use to their advantage. The classic approach, traditional marketing, would of course include ad spots published in newspapers, magazines and other print materials, and TV advertisements. It also encompasses the distribution of flyers, posters, and person-to-person networking. Traditional marketing takes a lot of effort and, most notably, a hefty sum of money in order to accomplish. Traditional marketing is still believed to be the most consistent way to reach a target audience, and arguably still the most immediate way to do so. The return of investment with traditional marketing is marked and good, however, this consistency and efficacy comes with a high barrier of entry for those without the requisite resources and manpower to do traditional marketing. At the other end of the marketing spectrum is digital marketing, which has been gaining steam rapidly through the past few years in marketing. Digital marketing is centered on employing the vast and limitless potential provided by various social media platforms. It includes techniques such as putting up websites and blogs, broadcasting podcasts, and most commonly, sharing posts, digital videos, and digital images in key online social networks. Digital marketing is decidedly novel, and it rides the endless wave of advances in technology and online interactions. As the generation most privy to these developments, we marketers are now essentially able to take our audience over the metaphorical line in the constant commercial race of converting your target audience into an actual participating audience. Armed with some fairly avant garde digital stratagems, we can now reach our audience through more meaningful, tailored, and relevant brand engagement experiences. THE MARKETING DOSSIER 26

The boon in digital marketing is certainly social media. Social media represents low-cost tools, which are typically internetbased that combine technology and social interaction. In other words, these are the websites wherein our generation sinks thousands of hours in such as Facebook, Twitter, and YouTube. Social media gives us marketers a voice and a way to communicate with our peers and target audience in order to pursue marketing. Given the nature of the interaction and its grassroots nature, social media helps us personalize the "brand" and spread our message in a relaxed and personable manner. Despite some early criticism and continued skepticism with regard to its viability and sustainability, digital marketing is looking more and more like it’s here to stay, if only going by the continued efforts to integrate it into the overall marketing mix not just by upstart marketers like us, but also by established companies and brands who want to create a more compelling


The 10 Types of Companies

How certain companies can be a lot like your crush, significant other, or ex. By Aileene Alfaro 1. Those that make you wait but never sponsor in the end 2. Those that are easy to get 3. Those that are very demanding and take up every minute of your time 4. Those that are clingy and constantly text and/or send e-mails 5. Those that think they are too good for your event/project and do not even give you a chance 6. Those that show signs of interest but do not want to commit 7. Those that remain aloof even after you’ve offered them all you have 8. Those who suddenly back out, which leaves you wondering what could have possibly gone wrong 9. Those who forgive you and still stay even after you make a mistake 10. Those who constantly sponsor your events/projects and stick with you throughout the years

experience for their target audience. Whether or not people are still adverse to mechanisms that take advantage of technology, digital marketing is getting assimilated into the overall marketing continuum. The marketing scene is experiencing an overhaul with the advent of digital marketing. And as anything that experiences a slew of changes, opposition and skepticism accompany these changes. Some people have chosen to look at the changing marketing scene as a heated scuffle between the old and the new, traditional marketing vs. digital marketing. However, successful marketing campaigns have shown that, for those who can, the best marketing plans combine traditional and digital marketing techniques. Finding out who’s “winning” the battle between traditional and digital marketing shouldn’t be the primary concern of marketers, but rather how the latter can complement the former in achieving the goal of better

audience engagement. It shouldn’t be looked at as a battle at all. History tells us there’s always merit in discovering the new, but at the same time, we need not discard the old. Digital marketing methods are new, evolving, and exciting. There’s a rush in seeing your original content go “viral” and proliferate in social media because while it’s an accessible medium, it’s definitely not the easiest to master. To pique the interest of the internet citizens can seem like a herculean task. Even prominent companies and individuals recognize this challenge, seeing as social media integration in the form of Facebook and Twitter pages, online contests, and online videos uploaded on official company Youtube accounts are becoming increasingly de rigeur for companies. Memorably, Obama’s road to presidency was paved by social media hype through Facebook and Twitter. Digital marketing can feign a proximity to your audience. It crosses geographical boundaries and marketers can build relationships by delivering personalized content to their audience. To maximize the presence of digital marketing, one must inevitably integrate it with more traditional vehicles of marketing. For marketers and professionals perhaps looking to compel a large number of people to actually buy a product or participate in their event, traditional marketing still generates the greatest amount of awareness, but it’s digital marketing that can project a more comprehensive and personal touch to their brand. Successful marketers are moving more toward developing comprehensive campaigns that use a combination of digital and traditional marketing. It’s simple: at the end of the day, the costs of being active in digital marketing do not exceed those of being inactive digitally. The world is moving towards being more active in the internet and in social media, and this includes the various audiences too. They must be able to sink their teeth into one’s content, enjoy the flavor, and relish it for a long time.

THE MARKETING DOSSIER 27


Breaking Grou ADHOC: Unbound Legacy

Team ProCreate

The story behind the record-breaking legacy

Despite the fact that ADHOC is well-known for its ability to gather people from different universities and colleges all over the metro in one alcohol-filled, entertaining, and unforgettable night, it still came as a wonderful surprise when ADHOC: Unbound Legacy broke records last September 1 as it filled the entire World Trade Center Tent. From maximizing the power of social media through Twitter and Facebook, to releasing teaser videos, revamping ADHOC’s official website, doing campus tours, and of course, throwing a launch party, we have ProCreate to thank for the success that is ADHOC: Unbound Legacy. Despite all their promotional feats, ProCreate agrees that it was their org partnerships that made the difference. “We tried as much as possible to involve our org partners in the process. From the very beginning, we knew which specific organizations we wanted to work with,” ProCreate head Tikay Yu said. Further, she said that their partners were able to help them during the various campus tours by serving as the ‘lingering promotional voice’ in their respective universities. “By creating close ties with each organization and not just making them sell tickets as their only purpose, we got them hyped up to actually attend and bring their friends to ADHOC,” Tikay added. The support from these different organizations surfaced on the night of September 1, when ADHOC: Unbound Legacy tallied up approximately 6,000 attendees, putting in a thousand more people to the previous record of 5,000 attendees.


und

The fact that ADHOC trended on Twitter should not go unnoticed as well. Long after the music had died down, the lights had been turned off, and the crowd had gone home, the hype from the party could still be felt. ‘#ADHOC’ trended on Twitter for two days while people on Facebook could not stop talking about it through their statuses. All these accomplishments may seem difficult to surpass. However, nothing is impossible, especially with all UP JMA’s talented members endowed with creative minds. How can future ProCreate teams step it up even further? “They should go for what they feel like doing,” Tikay said. She advised future teams to throw an even bigger launch party since the event serves as a way of making a good impression, to those unaware or hesitant, and sets the mood for the main event. Also, she reiterates the importance of org partnerships, which contributed to the great reception of the party. Final advice? To enjoy every bit of the planning process. “ADHOC is stressful, but it’s really worth it,” Tikay said. The hard work and immense effort that the A-Team exerted evidently paid off. Truly, ADHOC: Unbound Legacy is the unbound legacy, ensuring that the night of September 1, 2012 would not be forgotten anytime soon and proving that ADHOC really is the biggest and best college party in the Metro.


It’s All About Experience Thoughts on Branding By Ryann Lim

With so many new establishments, businesses, and products popping up everyday and everywhere, how can a brand make itself more memorable than the competition? Nowadays, it seems like every brand has its own gimmick to get other people’s attention. From social media to cool publicity materials to promotions and discounts, it seems like each brand has its own way of making itself as unique as possible. Even very established companies such as Apple or Smart continue to reinvent itself according to the demands and interests of its market. Take the biggest product of UP JMA as an example. In the more recent semesters, ADHOC has been branded as “the biggest and the best college party in the Metro.” However, the A-Team still always finds a way to innovate the way people see ADHOC. It is not simply a huge college party with free-flowing drinks and good music. It is a place for people to free themselves from their inhibitions and let loose even just for one night. Another good thing to think about is the milk tea craze that has taken over the country. Despite the intense competition, many small establishments still take a shot at this business opportunity, with their own gimmick to match. From free wi-fi, modern interiors, good food to putting twists on old favorites, every milk tea shop is making these little innovations in order for more customers to flock to its establishment. And it seems that a lot of these milk tea shops are actually doing pretty well. Now, don’t you ever wonder why, with all these shops offering similar products, you still find yourself trying out a new place with your friends? There is so much more to branding, more than the color scheme for the logo or even the brand name. Yes, the name is important for brand recall, but the name can only go so far. It might not be explicitly stated but a big part of branding is the experience. More than the name, branding is the overall experience of interacting with the brand. Now that’s something to think about the next time you go to your favorite (or one of) milk tea shop.

Frequent Sponsors (through the years) The numbers tell it all. Compiled by Aileene Alfaro

Did you know that… Circuit magazine has sponsored 7 ADHOC parties since Pitchblack in 2009. Clickthecity.com has been a media partner for 19 events, including 3 app parties. Meg has been a media partner and a co-presenter thrice for ADHOC and once for an app party. BusinessWorld has been a media partner 7 times. Liquid Pool and Lounge has been a co-presenter 4 times and a major sponsor and donor once. V.ph has also co-presented 4 times. Clavel has been a co-presenter twice and media partner 5 times, once for an app party. Cossack Vodka (under Tanduay Distillers), Asia Brewery, and San Miguel have all been co-presenter 5 times. (Based on Team Advertising’s publicity archive, from 2009-2012)

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10 Steps to Help You Get a Venue for Free By Ralph Dantes

1 2 3 4

Prepare your event counter-proposal after researching more about the company and their requirements for venue sponsorship. Note which aspects of your event, or even your organization, they might be keen on maximizing and focus on that in your proposal.

Have your event concept ready and prepare a detailed profile of your event.

Look for appropriate venues for your event.

If their requirements for sponsorship are too rigid or difficult, negotiate with them and try to reach a compromise.

Contact companies and inquire about the standard details of your desired event venues like the rates, the capacity, and the restrictions – facts which will help you deduce their conduciveness to your event.

The main goal is, of course, full venue sponsorship, where they will waive the venue fee and other utility fees for your event.

Research on the company that owns your optimal target venue. Know whether or not their market complements or coincides with your target market for the event. Contact the company and inform them again of your team’s desire to hold an event at their venue.

7 8

Inform the company of the venue sponsorship opportunity for your event and inquire about their willingness to be the official venue partner for your event.

5

If the company decides to set a meeting with you, it means that they are showing strong interest in accommodating your event. For your meeting, research well about the company and let them understand that you come from a reputable and venerable student organization. Most importantly, emphasize the conduciveness of their venue to your event and present the most enticing features of your event.

6

During the meeting, don’t forget to mention again the venue sponsorship opportunity, inquire about their requirements, and extend the offer to them diplomatically.

Pitch your counter-proposal. Be diplomatic and patient with the process. Prod for updates and persuade them, but don’t badger or kowtow to them. Hopefully, once you get feedback, it’s positive, and they agree to be your venue sponsor, full or partial. If it’s positive, make sure you’re on the same page with the company as to what the conditions for sponsorship are. If what they’re asking seems too much, continue to negotiate until you reach a worthwhile compromise.

If the company you contacted is open for sponsorship, ask what their requirements are. Sometimes the company will want to meet with you in person to give you the opportunity to present your event in detail and to help them decide whether or not they will accommodate you.

However, full venue sponsorship is rare, so remember to be rational with your packages, and present other options for them. Let them know that you’re flexible and willing to negotiate.

9 10

If it’s negative, don’t be disheartened but continue to push for other concessions they might be able to extend to you until the opportunity for concessions is laid to rest permanently. Close the deal through a comprehensive and clear memorandum of agreement.

REMEMBER: It’s important to know that while a company might agree to sponsor your event, there might be other fees or charges that they cannot waive for you. You have to brace yourself for these possible charges, and you have to know them as soon as possible. These charges include incidental fees such as security deposits, security packages, and the like. Ask about all their incidental and miscellaneous charges, which won’t be waived, as soon as possible to avoid any unpleasant surprises when it’s time to settle your contract.

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THE RULES OF MARKETING ENGAGEMENT Photography by Roch Venturina and Kean Lim Post-processing and words by Chelsea Sullivan

Marketing is first and foremost presentation. And it should start with you.


Be Suave. Be Sleek. Be Dashing.


Be Confident. Be Poised. Be Fierce.


And don’t forget to come in proper attire.


Marketing bloopers JMAers share their funny/weird/embarrassing experiences while marketing.

I used the PubEvent e-mail to send a proposal to a sponsor. A week later, he replied to me through my personal email address and ended up sponsoring the event. After some time, I realized there was an unread email in the spam folder. It was from the postmaster saying that the email with the attached proposal was never sent. Up to this day, I still don't know how my sponsor got a hold of me, but thank God he did! Sophia Tayag

I almost gave a photocopy using recycled paper to TeaTap for a marketing letter. Kevin Co

I accidentally asked to be wired to a person from another competing company. Worse part is, they knew the other person. Kar Dimayuga

Last year, when we were still apps, we tried marketing to a lot of different companies in the hopes of getting a sponsor. I then called a company and asked the person who picked up to connect me to their marketing department, to which he replied, ‘Marketing department? Ah...eh, dalawa lang kami nagtatrabaho dito eh. Baka gusto mong makausap yung kasama ko? Dalawa lang talaga kami dito.’ Yna Ortega

When I was marketing head for iRev's app project Emergency, I had ZERO marketing experience. It was the first time I called a sponsor and the line was choppy so I had to spell it out instead. I wanted to sound impressive, so I used the phonetic alphabet (i.e. alpha, bravo, Charlie)... but I only knew up to delta, so for the other letters, I just used anything I could think of ‘watermelon, eggplant, printer.’ The person on the other line was just laughing and I was so embarrassed!” Marty Gonzaga

THE MARKETING DOSSIER 37


JMA statistics

The numbers on JMAers’ characteristics & quirks*

4 out of 10 JMAers have

watched a movie alone.

9 out of 10 JMAers

have been awake for 24 hours straight.

5

out of

10

7 out of 10 JMAers value musical compatibility when looking for love.

2 out of 10 JMAers

are ambidextrous.

6 out of 10 JMAers consider themselves cheesy.

JMAers

can’t live without ketchup.

3 out of 10 JMAers can tie a cherry stem into a knot.

*Team Press surveyed a total of 100 JMAers online.

3 out of 10 JMAers have gone commando.

7 out of 10 JMAers believe in the “5second” rule.

7 out of 10 JMAers are night owls.

GIMMICKS 38


GOSSIP GOK one

One is in cougar mode and the other is still hanging around for cutie pies. I guess the chance really has gone with the wind.

two

A race starts with equal footing but someone always falls behind. But it’s surprising just how much distance can still be appealing.

thr

ee

Make your move, loverboy! We hear you’ve been trying after the solar eclipse.

r u o f five

The test of a true marketing genius is getting herself off it. With a fresh slice, no less.

You may think you’re the “king” but your access to this castle is denied. Maybe you should go try again next time.   

GIMMICKS 39


Team Press would like to thank the following: Roch Venturina Kean Lim Benjie Baladad Carissa Vicencio Diane Samson Gama Garcia Ryann Lim Patty Coronel Sophia Tayag Richard Juan Spencer Cheng Dan Quiaoit George Gonzales Julia Pascual Vamie Marcos Tikay Yu Javee Algenio Dale Sy Denise Chan Ralph Dantes Kar Dimayuga Kevin Co Yna Ortega Marty Gonzaga Ernesto Macatangay Eena Fortun

ACKNOWLEDGEMENTS 41



Mega Lumine: The Power Issue