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AD3 - IMC Conservatory of Music (3AD4) ©JOVIEDAYON

AD3 - IMC Conservatory of Music (3AD4) ©JOVIEDAYON

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AD3 - IMC Conservatory of Music (3AD4) ©JOVIEDAYON

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  1. Intro VIDEO: Tribute to the Thomasians • Youtube Video

  2. CONTENTS • 1. Executive Summary • 2. Goals • 3. Client Background • 4. Internal Situation Analysis • 5. External Situational Analysis • 6. IMC Objective • 7. IMC Tools and Strategies • 8. ADS

  3. Executive Summary IMC plan that we have come up for the Conservatory of Music. In this report, we will further introduce our client background, the internal & external situational analysis, and why a new IMC plan is needed.

  4. CONTENTS • 1. Executive Summary • 2. Goals • 3. Client Background • 4. Internal Situation Analysis • 5. External Situational Analysis • 6. IMC Objective • 7. IMC Tools and Strategies • 8. ADS

  5. GOAL • Our main goal is to get more enrollees or increase college admission for Conservatory of Music thru our Ad Campaigns. In order to do so, we have looked at the strengths and weaknesses of the Conservatory of Music as well as the opportunities and threats and have included them in our marketing plan.

  6. GOAL We will avert people’s thinking that studying music is a no-money course – that no opportunity awaits them after. • Only a ratio of 1/100 in a batch of graduating high school students takes up Music.

  7. CONTENTS • 1. Executive Summary • 2. Goals • 3. Client Background • 4. Internal Situation Analysis • 5. External Situational Analysis • 6. IMC Objective • 7. IMC Tools and Strategies • 8. ADS

  8. Client Background VIDEO: UST CONSERVATORY HISTORY • Youtube Video

  9. Client Background About the Department Established on 1945. As one of the two Centers of Excellence in Music, the UST Conservatory of Music has maintained its efforts and achievements to be a premiere music school.

  10. Client Background The Conservatory of Music choral groups: The Coro Tomasino The Liturgikon Vocal Ensemble UST Singers

  11. Client Background VIDEO: UST SINGERS “Choir of the World” • Youtube Video

  12. Client Background It also has Instrumental groups: The UST Jazz Band The UST Guitar Ensemble Rondalla Woodwind Quintet Brass Quintet USTeMundo

  13. Every year, the Conservatory takes most of the major prizes in competitions such as the National Music Competition for Young Artists (NAMCYA) and in other national music competitions.

  14. Client Background The Conservatory of Music is very proud that in terms of population, it is the biggest music school in the country and is able to graduate a considerable number of competent and talented musicians every year.

  15. Client Background Course/s offered: •Bachelor of Music in Piano •Bachelor of Music in Music Education •Bachelor of Music in Guitar •Bachelor of Music in Voice •Bachelor of Music in Music Literature •Bachelor of Music in Music Theory •Bachelor of Music in Composition •Bachelor of Music in Conducting •Bachelor of Music in Percussion •Bachelor of Music in Violin / Viola / Cello / Contrabass •Bachelor of Music in Flute / Oboe / Clarinet / Bassoon •Bachelor of Music in Trumpet / Trombone / French Horn / Tuba To be offered starting A.Y. 2009-2010: •Bachelor of Music in Musical Theatre •Bachelor of Music in Music Technology

  16. CONTENTS • 1. Executive Summary • 2. Goals • 3. Client Background • 4. Internal Situation Analysis • 5. External Situational Analysis • 6. IMC Objective • 7. IMC Tools and Strategies • 8. ADS

  17. Internal Situation Analysis a. CURRENT TARGET MARKET Our main target markets are high school junior and senior students who are in the stage of planning for their next steps in preparation for college careers and life.

  18. Internal Situation Analysis b. POSITIONING IN THE MARKET • UST’s Conservatory of Music dominates them all • in terms of talent, competition, achievements, recognition, and CHARACTER.

  19. Internal Situation Analysis c. SWOT ANALYSIS: STRENGHTS

  20. STRENGHTS • Offers highly visible, excellent, extensive and varied programs. • Strong academic music program, one of the only two Centers of Excellence in Music granted by CHED. • Well-known for its competitive nature.

  21. STRENGHTS • Only the UST Symphony Orchestra has a regular concert performance at the CCP Main Theatre. • It is the only music school in the Philippines which has an all-student symphony orchestra and an all-student symphonic band. • Famous pianists are mostly UST alumni.

  22. STRENGHTS • The best and renowned music mentors, professors, conductors and instrumentalists are either student or faculty member of the UST Conservatory. • UST Conservatory of Music resides in the heart of Manila which is more accessible than any other music schools/colleges. • It is the biggest music school • in the country.

  23. Internal Situation Analysis c. SWOT ANALYSIS: WEAKNESSES

  24. WEAKNESSES • Not as popular as the other courses offered in the University. • Lack of dissemination of information of courses. • Many facilities are inadequate with regard to space and equipment. • Low post-graduation • employment rates

  25. WEAKNESSES • Due to high tuition cost, many aspiring Thomasian musicians are forced to enroll to other music school. • Accepts a lot of students – Inadequacy of Training for Conductors/Choir Trainers/teachers • Observed declining quality of • sound of the orchestra.

  26. Internal Situation Analysis c. SWOT ANALYSIS: OPPORTUNITIES

  27. OPPORTUNITIES • Graduates of this program have career • opportunities as: • Teacher, • Conductor, • Performer in hotels, • Music computer specialist, • Performer in small and big chamber groups, • Back-up musician in TV & radio programs, • Arranger, or Composer.

  28. OPPORTUNITIES • UST Conservatory of Music offers a competitive academic environment. Development and maximization of student talent in all disciplines. • UST Conservatory of Music has developed • close relationships with music schools/ • universities throughout the world for • future involvement.

  29. OPPORTUNITIES • With lack of school art, music, theatre programs offered here in the country, opportunity is • enormous. • The Conservatory offers many interesting • & high quality courses which will attract • budding musicians. • Varied scholarship opportunities in all the • areas of art, music, and theatre.

  30. Internal Situation Analysis c. SWOT ANALYSIS: THREATS

  31. THREATS • UST Conservatory of Music’s rival with UP College of Music is controversial as ever on who is a better music school in the Philippines. • Competition with other music schools • that have lower tuition rates • Sprouting of tutorial classes like self • taught piano and guitar lessons etc. • Self taught online tutorials in the internet

  32. THREATS • UST Conservatory of Music maybe having problems regarding its facilities. But still the best choice if one wants to have a quality Music Education. • Compared to other music schools, • it’s said that UST Conservatory of • Music are slacking in terms of course • requirements.

  33. CONTENTS • 1. Executive Summary • 2. Goals • 3. Client Background • 4. Internal Situation Analysis • 5. External Situational Analysis • 6. IMC Objective • 7. IMC Tools and Strategies • 8. ADS

  34. External Situation Analysis a. CUSTOMERS Ad Campaigns for Conservatory of Music have traditionally been marketed toward the younger, for the incoming college students. • We will add up twist to the demographics that make up the modern market.

  35. External Situation Analysis b. ENVIRONMENTAL FACTOR • UST Conservatory of Music resides in the heart of Manila which is more accessible than any other music schools/colleges.

  36. External Situation Analysis b. ENVIRONMENTAL FACTOR • UST has parks and gardens within the campus, an ideal place where students can practice and be more inspired by the beauty of nature.

  37. External Situation Analysis c. COMPETITION UST VS. UP Conservatory of Music College of Music

  38. UST vs. UP • Proclaimed as the only two to be a • Center of Excellence in Music granted by CHED (Commission on Higher Education) - These are the top music schools in the country; both music schools have their own fortes.

  39. UST vs. UP • UST: for GROUP-natured majors • like choral and orchestral conducting and instruments, (strings, winds, percussions), also jazz and music education. • UP: for SOLO-natured majors • like voice or piano, also add musicology/ethnic music because they started it.

  40. UST vs. UP • Reflection of character on what forte they excel: • UST: SOCIABLE (Group-natured majors) • UP: SOLOISTS (Solo-natured majors)

  41. UST vs. UP • UST: all determined musician aspirants are encouraged for admission • UP: only accepts the finest students (naturally gifted, inborn genius musician)

  42. UST vs. UP • UST: High tuition fee – Private school • UP: Low cost tuition – Government subsidized

  43. UST vs. UP • UST: UST was the best, when UPCM was still nonexistent. • UP: UP College of Music is the best in the Philippines.

  44. UST vs. UP • UST: National Heroes of the Philippines • UP: National Artists for Music

  45. UST vs. UP • UST: encouraging and on-hand teaching method • UP: strict and conservative method of education

  46. UST vs. UP • UST: The world-renowned UST Singers & The UST Symphony Orchestra are made-up of ALL THOMASIAN member ONLY • UP: invites UST choir singers, orchestra or ensemble members to fill up their talent group

  47. CONTENTS • 1. Executive Summary • 2. Goals • 3. Client Background • 4. Internal Situation Analysis • 5. External Situational Analysis • 6. IMC Objective • 7. IMC Tools and Strategies • 8. ADS

  48. IMC Objective • •To move our identified target market from unawareness to awareness (through advertising) • •To admit more students next school year through course offerings aimed at our target market • •To facilitate the successful introduction of the course offering • •To gain customer (students and parents/guardians) trust and loyalty • •To offer a course that is unlike any other in the music schools today, aimed specifically at providing simply the best for our students.

  49. CONTENTS • 1. Executive Summary • 2. Goals • 3. Client Background • 4. Internal Situation Analysis • 5. External Situational Analysis • 6. IMC Objective • 7. IMC Tools and Strategies • 8. ADS

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