IMC Final-Hungry Garrmons

7/27/2019 IMC Final-Hungry Garrmons

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GreenLabel

October 09, 2013

Submitted by:

Rating

Scarlette Joy Coopera 1.0

Janice Gemalaya 1.0

Sarah Mae Miayo 1.0

Richi Ann De Chino 1.0

Ma. Jessica Tabingo 1.0

Mary Grace Tabilog

1.0


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ContentsI. Background................................................................................................................................. 2

II. Situational Analysis .................................................................................................................. 5

Target Community..................................................................................................................... 5

Consumer Analysis ................................................................................................................... 7

Market Analysis ......................................................................................................................... 9

III. Marketing Plan ......................................................................................................................... 9

Marketing Objectives ................................................................................................................ 9

Brand Positioning ...................................................................................................................... 9

Marketing Mix........................................................................................................................... 10

Product Strategy.................................................................................................................. 10

Cost ....................................................................................................................................... 12

Convenience ........................................................................................................................ 12

Promotion Strategy ................................................................................................................. 12

Brand Problem ..................................................................................................................... 12

Marketing Communications Objectives ........................................................................... 13

IMC Mix ................................................................................................................................. 13

Creative Brief and Execution ............................................................................................. 19

Implementation Schedule Budget..................................................................................... 35


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I. Background

Republic Act 9003 January 26, 2001, an act providing for an ecological

solid waste management program, creating the necessary institutional

mechanisms and incentives, declaring certain acts prohibited and providing

penalties, appropriating funds therefore, and for other purposes mandated a

provision on waste segregation.

Republic Act No. 9003 or the Philippine Ecological Solid WasteManagement Act of 2000, is a consolidation of House Bill No. 10651 and Senate

Bill No. 1595 as a bill that was signed and made into law by former President

Gloria Macapagal-Arroyo last January 26, 2001, provides the legal framework for

the countrys systematic, comprehensive, and ecological solid waste

management program that shall ensure protection of public health and the

environment. It emphasizes the need to create the necessary mechanisms and

incentives to pursue an effective solid waste management at the local

government levels (ALAGAD Party-List, 2012).

Waste segregation means dividing waste into dry and wet. Dry

waste includes wood and related products, metals and glass. Wet waste,

typically refers to organic waste usually generated by eating establishments and

are heavy in weight due to dampness. Waste can also be segregated on basis of

biodegradable or non-biodegradable waste.

According to Frederika Rentoy, Quezon Citys Environmental Protection

and Waste Management Division chief, waste segregation is the mother program

of solid waste management because the idea of it is not just waste segregation

per se. The idea behind this is to really minimize or reduce the volume of


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garbage. At the same time, it still wants people to learn how to manage their own

garbage. Thereby, teaching people not to throw wastes in waterways and rivers.

On waste segregation, Alexander Umagat, head of the Solid Waste

Management Office of the Metropolitan Manila Development Authority, said local

government units (LGUs) are the ones that should really take responsibility in

compliance with the provisions of Republic Act 9003.

Every day, the country has a per capita waste generation of 0.3 to 0.7

kilograms of garbage. In 2003, we have generated 27,397 tons of garbage daily,

a step backwards compared to the 19,700 tons of garbage we have generated

daily in 2000 (*based on the study conducted by the NSWMC-Secretariat and the

Metro Manila Solid Waste Management Project of the Asian Development Bank

in 2003). That is tantamount to ten million tons of garbage generated in 2003.

The Ateneo de Zamboanga University - La Purisima campus conducted a study

and results showed that most of the respondents have appropriate knowledge

and positive attitude on waste segregation strategy of the program. On the other

hand, majority of the respondents did not practice waste segregation properly

which was further confirmed by the presence of bin contamination in most of thetrash receptacles. (Fronda, 2007). The respondents of this study came from the

university itself. Despite all the efforts in teaching proper solid waste

management, most of them do not practice it. This involves Administrators,

Faculty, and most of all, Students.

According to NSCB, there are 19, 252, 557 students in the Philippines

which comprise 18% of the total population. After their education, these numbers

will become part of the work force and will have their own family. As students arethe next generation, they need to be educated in waste management (Yakob,

Esa, & Yunus, 2012) . A study to understand the perception, attitude and

behavior of students towards solid waste management would help in formulating

strategies that could shape more responsible and cooperative citizens in the

country. Their belief about waste management should be high to ensure that they


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have a good attitude to waste management (Yakob, Esa, & Yunus, 2012). If we

fail to impart in their learning minds the practice of waste management, the ever

issue in improper waste management will never cease nor improve for the better.

Solid Waste Management programs intended to penetrate students are

continuously being implemented by Iloilo Citys Local Government Unit

specifically the General Services Office. However, students level of participation

to such programs is still relatively low. As a response to the problem, the results

of this research will aid in formulating marketing strategies to effectively increase

level of adoption of solid waste management programs among students.

The members of Solid Waste Management Program Board of Iloilo City

are multi-sectoral. Members of the said board incorporate the programs of the

city to their own offices for better implementation.

Right now, the collection of garbages all throughout the city is contracted

to JS Layson. The city government pays JS Layson certain amount per day per

ton. JS Layson collects almost 150 metric tons of garbage per day.

The city government of Iloilo is now implementing the sanitary landfill in

Kalahunan. The open dump site has been closed and an engineering process is

being utilized so that the bad odor of the garbage being dumped there in the past

will be lessened. The engineering process will also transform the dumpsite into a

sanitary landfill.

For a more effective implementation of the Solid Waste Management

prescribed by the law, the city government passed the REGULATION

ORDINANCE NO. 2004-149 or best known as the ILOILO CITY ENVIRONMENT

CODE OF 2004. Section 3 of the said code states its purpose, The Iloilo City

Environment Code of 2003 is a legal and policy framework for a holistic

management of environment and natural resources of the City Government of

Iloilo. It primarily aims to contribute to the attainment of sustainable development

goals by instituting legislative measures and reforms that can facilitate the

effective implementation of local environmental management programs. The


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ultimate purpose of this Code therefore, is the attainment of a better quality of life

in the context of ecological, social and economic security.

II. Situational Analysis

Target Community

University of the Philippines in the Visayas has two campuses, the Iloilo

City campus and the Miag-ao Campus. The Iloilo City campus has three courses

offered specifically BS in Accountancy, BS in Management and BSBA Marketing.

The idea of preserving the natural environment is not a novel concept among the

students of the university. University of the Philippines Visayas (UPV) Miag-ao

campus spreads out over 12 km on the outskirts of the Miagao town proper. This

is the main campus of UPV and a home to the College of Fisheries and Ocean

Sciences (CFOS), College of Arts and Sciences (CAS) and the School of

Technology (SoTech).Both campuses have an organization that aims to educate

the student populace of the importance of preserving our environment and has a

lot of projects that support this cause. One of the projects that they are currently

pushing is the simple segregation of our waste. This practice is not entirely newas almost every tier of the society also makes use of this method- from the

simple household unit to a nationwide scale.

The orgs have disseminated a number of segregation trash bins across

the campuses. These bins are labelled Madunot (Biodegradable), Indi

Madunot (Non-Biodegradable) and Mapuslan (Recyclable). Another set of bins

which is basketball-themed are also being placed around. These bins are

exclusively made for plastic bottles. The presence of such bins in the campuses

has the goal of encouraging the student population to segregate their waste in

order for a much proper waste disposal for the university as a whole.

Per se, the programs implemented are considered to be ineffective.

Although there are labelled trash bins, some students are still not segregating


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their waste properly. The focus group discussions conducted last September 13,

2013 uncovers several reasons including inadequate segregation trash bins for

the whole campus. For instance, the segregated trash bins are located near CM

rooms but is lacking in areas near LTA, PA rooms and GCEB. In the Miag-ao

campus, there are also segregated trash bins but only in dormitories and

selected areas. This inconsistency discourages and demotivates students to

segregate their waste. Also, the students reasoned that the design of the cover of

the trash can is unsanitary. Other complaints from the students include full

garbage bins, inconsistent labelling, lack of maintenance, confusion due to

similar trash bin colors, and others are also not following segregation and the

utilities personnel are mixing the trash as they dump it on the garbage trucks so

they feel that their efforts are not justified.

This being said, the projects have not been met by success. Even there

are a lot of available thrash bin-set with the proper labels, the what goes where

aspect is not properly followed. The recyclable bins are still filled with the

biodegradable waste and vice versa. And worst, some wastes are not even

thrown in trash bins. This just doesnt make the surroundings seem pesky and

dirty but also pollutes the very earth that we live in.

Although a big slice of the problem can be attributed to the students who

just throw their trash wherever and whenever, the management is also to be

blamed. The success of a task lies upon the apt implementation of the said task,

however in the universitys case; the implementation is not followed by the proper

supervision. There is no penalty or castigation for those who break the rules.

Therefore, the students dont really take the weight of this project seriously. An

additional thing that discourages the students from segregating is the lack of

follow-up on the part of those who are in charge of disposing whats inside the

segregation bins. Students who may have wanted to segregate cannot really do

so seeing that the proper bin for his waste is already prompting him to throw it on

the other bins instead even if that bin is not the proper segregation can. Arch.


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Luis Rabut III, OIC of CDMO, admittedly said that the waste just mixed as it goes

to the garbage bags that are to be picked up by garbage trucks. Therefore, the

managements lax approach is partly responsible for the lack of success of the

segregation project.

Another interesting thing to look at is the location of the campuses, most

especially, the city campus. The campuses are located in the centre of a bustling

commercial area. Ergo, the students have a lot of places to visit and spend their

money on. The point of which, the students tend to visit these establishments

before going inside the school premises. On most occasions, they tend to bring

what they have bought to school, which mostly food products and dispose of the

products packaging with negligence. Styrofoam of food wastes or plastic bottles

of slurped-out beverages are just left on the tables or chairs, inside and outside

of classrooms alike.

The main problem here is that students find it uninteresting to segregate

their wastes despite the efforts of the management. To put it more bluntly,

students are not motivated to throw their thrash in the proper bins at all. The

segregation campaign started by the environmental academic organizations is

not effective enough to catch the interest of the majority of the student populace.

There are still a lot of things to improve on and to develop. And the

communications between the parties are a little bare if not non-existent at all.

Consumer Analysis

There are several factors that need to be considered which influence the

implementation of the adoption of the project, and one of the factors is the social

factor. Many of those students who claim that they segregate theirs waste say

that they are doing it out of habit since they have been practicing segregation at

home. They are also concerned of what their friends will think about them. It is

important to them that they would not be mistaken as stupid since they were


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branded as Iskolars ng Bayan though they admit that the responsibility of waste

management is not restricted to UP students only.

On the personal, they claim to segregate based on what their consciencetell them. The benefits they seek on segregation consists self-satisfaction and

self-gratification. They can feel success when they do something right. Feeling

good about themselves are important to them.

Its not as if the students dont care about segregation. In fact, some

students will reprimand their classmates and accused them in a friendly way

when they see them not throwing in the right can. However, most of the students

are plagued with the bahala na attitude. This means they dont care where theyput their waste as long as they put it in a garbage can.

A marketing research conducted last March 2013 by UPV marketing

students reveal the following insights:

Students do not care about Solid Waste Management Act when there are

no rewards and punishments since they have nothing to lose and nothing

to gain from it.

Students are not interested in engaging Solid Waste Management

Programs such as segregating their trash because it is not Self Relevant

to them.

Students feel helpless when they see others not engaging in Solid Waste

Management Programs.

Students want to see the results of their efforts.

Students are into interesting and engaging activities.

Students want fun and excitement to spice up their life.

UPV students are into activities that involve collaborative effort.

UPV students see problem on waste segregation as a never ending cycle

that will not be solved. They see this as a hopeless case. Students pass the

blame to the management or the administration. The administration conversely


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put the blame on the lack of discipline and irresponsibility of the students. No one

is taking responsibility and accountability to the problem.

Market AnalysisArch. Luis Rabut, III, the Officer-in-Charge of the Campus Development

and Maintenance Office (CDMO), estimates that 80% of the garbage in the

campus is generated from students. To solve problem, we plan to direct our

marketing efforts to the students. The team are expectant to penetrate 75% of

the target audience at the first three months after implementation.

III. Marketing Plan

Marketing Objectives

60% of the target market will adopt the project and realize the

benefits of Waste Management and Segregation thereby reducing the

problems posed by lack of waste management and segregation at the

next 3 months.

45% of the target market will advocate and encourage peers to

practice waste segregation and treat segregation as a habit by the end of

January.

Brand Positioning

To all UPV students from both Miagao and Iloilo City Campus who are

environmentally concerned, socially responsible and want to achieve an

additional satisfaction when segregating waste, Project Hungry Garmons is the

only waste segregation program that provides exciting and satisfying segregating

experience by establishing a creative, fun, and engaging way of well-segregating

waste with its cool, and non-mediocre scheme redefining waste segregation into

a different level


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Marketing Mix

Product Strategy

Consumer Solution

Core Benefits

The core benefit of this consumer solution is that the college students of

the University of the Philippines Visayas will be given the chance to change

their old habit of improper waste segregation and bahala na attitude. This

consumer solution will provide a unique and satisfying garbage segregation that

will justify their efforts to segregate, and in turn mitigate the problems posed by

waste segregation.

Basic Product

Basically, our proposal is a provision of trash bins that are designed like

Hungry GarMons. These trash bins will also provide Wi-Fi connection. The trash

bins will be colored accordingly to avoid confusion among the students.

For the first year of implementing the product, it will be of the famous

Despicable Me minions design. In the succeeding years, batches will have to

compete for the bins best GarMon design. The competition will be an approach

in preventing the product from getting close to obsolescence.


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Expected Product

Trash bins with labels Madunot (Biodegradable), Indi Madunot (Non-

Biodegradable), and Mapuslan (Recyclable) is the expected product.

Augmented Product

The Madunot (Biodegradable) will go to the vermi compost and the

others which are not suitable for composting will go to the garbage bags wait for

garbage trucks. Same goes with the Indi Madunot (Non-Biodegradable). The

Mapuslan (Recyclable) will be sold to the junk shops and livelihood

organizations that can utilize them. The proceeds will be accumulated to be

divided amongst casual utility personnel.


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Cost

As stated above, more trash bins will be provided in key areas to make it

easier for them to throw their garbage to reduce effort..

The garmons trash bins will be colored Yellow, Red, and Blue for

Madunot (Biodegradable), Indi Madunot (Non-Biodegradable) and

Mapuslan (Recyclable) respectively to ease their identification of the

trash bins where their garbage should go.

This project will have a revised design of the trash bins so that it is easier

for them to throw garbage. Its height should make it convenient for them to

throw their trash.

The revised design, minion style, will make throwing the garbage more

fun, exciting and less filthy to reduce psychological cost.

Convenience

These trash bins will be strategically placed near the tambayans where

most or majority of the people are within its radius.

The trash bins should be present in not more than five meters and all the

tambayan or places where students settle most of the time.

Promotion Strategy

Brand Problem

UPV students see Hungry Minions Basurahan as something that

only gives them a momentary happiness through its trendy designs. Aside

from the satisfaction they get from segregating, UPV students want more

tangible benefit.


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Marketing Communications Objectives

To create awareness of 85% of the target audience by the end of

the 1stmonth of the implementation of the Hungry GarMons trash

bins promotions.

To increase understanding of the 80% of the target audience on the

Hungry GarMons trash bins and its benefits at the end of the 6

weeks of the promotional campaigns.

To increase by 75% the target audience who associate the benefits

of segregation to Hungry GarMons trash bins by the 2nd month of

the promotional campaigns.

To encourage 73% of the target audience to segregate waste

through the Hungry GarMons trash bins by the 1st quarter of the

promotional campaigns.

To encourage more frequent practice of segregation through

Hungry GarMons trash bins by the end of the 2nd

quarter of the

promotional campaigns.

IMC Mix

1. Interactive Posters / Interactive Tablet with games

Interactive Posters are posters that have games which

silently shout statements that will promote Hungry GarMons trash

bins as well as waste segregation in general. Unlike the common

2D posters, these are more fun and interactive. The students will be

enticed to gather around and work together to play these interactive

games.


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If the posters are monitored as successful, we may consider

evolving to Interactive Tablet with games. A touch screen monitorwill be placed to grab the attention of the target audience. Here, we

intend to use Lenovo 27 inches touch PC. The tablet then will also

serve as a medium for announcements of any inter-school activities

and will cater advertisements that may generate funds for the

maintenance of the gadget per s.

For these Interactive Tablets to get attention from and be

accessible, it will be placed in the Accounts bulletin board near the

JES table for the city campus. While in Miag-ao, it will be sited in

front of the CUB where most students do pass by all the time.


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2. Wi-fi Meter

Wi-fi Meter will be launched together with the Hungry

GarMons trash bins. Wi-fi meter looks like a Wi-fi connection icon

which represents how soon the Wi-fi connection will be installed.

The icon will be partly colored red in every day that the students are

proven to be segregating waste. Wi-fi connection will be installed if

the Wi-Fi meter is completely colored red. That is when students

segregate waste for 30 days. A day of not segregating will reduce

the red color. This requires collective effort from students to

encourage each other to segregate waste properly. This will serve

as an additional benefit or incentive that will motivate the students

to properly segregate their waste. At the time that the Wi-Fi

connections are already installed, the students are still encouraged

to segregate their waste properly. If they fail to segregate their

waste on a current day, the Wi-Fi connection will be temporarily cut

for the next day. The students should segregate their waste

properly in order to bring the Wi-Fi connection back the next day.

These Wi-Fi Meters will be strategically placed on particular areas

in each of the campuses which most of the students considered to

be there tambayans. We will have one for the city campus. It will

be positioned near the JES table, beside the bulletin board where

students most likely to be checking in on. For Miag-ao campus,

there will be four and it will be sited on the CAS, CFOS, SoTech

and there is also one in the dormitory area.

A representative from the student council will be the one to

monitor these Wi-Fi Meters before the garbage is dispatched by the


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CDMO. The representative is also responsible for the charging of

the device which he/she will be getting at the end of the day.

The Wi-Fi Meter Icon will be put above the Hungry GarMons trash bins.

3. Jingle

The jingle entitled The GarMon Song aims to become a

reminder for the students to segregate through Hungry

GarMons trash bins.

Hungry GarMons Song

Hungry GarMons has come to town

Feed them garbage, ease their frown

If you have some garbage to throw

Hungry GarMons will take them all

From the city to Miag-ao


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Hungry GarMons is all around

Caring for the environment

By eating all the trash you send

Hungry Garmons, are super eco-friends

Super Epic, Super cute garbage monster bin

Segregating our garbages has never been fun

Hungry GarMons, Hungry GarMons, Hungry GarMons, so

awesome

Yo, students from the city

And also from Miami

Listen to me, listen to me

Are you tired of your boring garbage cans

That are frickin plain and is no fun

Well we have a solution for you

That is much awesome and cuter too

Hungry GarMons, good garbage monsters

A nice, fun way to manage litter

4. Videos

There are four videos in the one year integrated

marketing communications plan.

First video is the product introduction video that aims

to increase both awareness and knowledge.

Second video is the I Segregate to Help which

intends to target the affect of the target audience.

Third video is the I Know Better video that expects

to influence and affirm the resolve of the audience to engage

their selves into waste segregation.


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Fourth video is the Thank You for Saying I Care

video where in the students efforts to segregate will be

acknowledged.

5. Flash Mob

Gaining early interest will most likely gain more

support. On the start of the semester, the opening exercises,

we will have a flash mob wherein the people dance while

throwing garbage. This event will be attended by both

campuses.

Creative Brief and Execution

Wi-Fi

Brand Problem

UPV students see Hungry Minions Basurahan as

something that only gives them a momentary happiness through its

trendy designs. Aside from the satisfaction they get from

segregating, UPV students want more tangible benefit.

Job Description

The creative should craft a long-lived happiness and

additional satisfaction to target audience by installing Wi-Fi.


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Target Audience

The target audience is all UPV students from both Iloilo City

and Miag-ao campuses who are already using the Hungry Minions

Basurahan. They find fun, excitement and satisfaction through

using the internet. They consider internet as an essential part of

their daily lives (researching about assignment, reports, etc.)

Marcom Objectives

Within 1 month after the Wi-Fi is installed, 80% of the target

audience will be aware that there is an existing Wi-Fi basurahan

and 60% will engage in proper segregation because of the Wi-Fi.

The frequency of the target audience practicing waste

segregation will increase by 40% by the end of the month.

Single Minded Proposition

Waste segregation has never been this fun and exciting.

Substantiation

Segregation is fun and exciting because of the free Wi-Fi

connection.

Desired Brand Character

Fun. Exciting. Enjoyable.


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Key Response from Target Audience

The aim of the promotion is to raise the awareness of the

target audience pertaining to the extraordinary trash bins which will

make them more interested and motivated to segregate their waste.

Creative Execution

There is already an existing Hungry Minions trash bins and

to further promote these trash bins to the target audience, we will

be installing a Wi-Fi which will serve as an incentive for correctly

segregating the waste. Upon the launching of Hungry Minions trash

bins, a Wi-Fi meter will also be installed. Wi-Fi meter looks like this.

The installation of the Wi-Fi is not done right away. The

target audience should do something before they can acquire the

free Wi-Fi service. The target audience should correctly segregatetheir waste for 30 days. The trash bins will be checked daily to

confirm that these students are segregating their wastes properly.

Even if there is one person that did not correctly segregate their

waste, it will surely delay the installation of the Wi-Fi. In other


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words, there is a need for the collective effort of all the people in the

university.

Once that this 30-day period is completed, it doesnt mean

that they can already throw their garbage the way they want it to

be. The trash bins will be still consistently monitored every day.

Once that they segregate their waste properly, it will be guaranteed

that next day they there will be an internet connection, otherwise

there will be none. So, in order to bring the internet connection

again the next, they should segregate their waste properly. If you

want a better signal for the Wi-Fi, you must stray just near it. So

whenever, there is someone who doesnt segregate his/her waste

properly, he/she will be seen. So Wi-Fi will serve as an incentive for

those who will watch over the trash bins.


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Interactive Posters

Job Description

The creative should craft artistic and interactive activities that

would captivate the attention of the target audience and stimulate

more interest and make them stop, look and engage in the posters

rather than just a fleeting exposure.

Target Audience


and Miag-ao campuses who are already aware of the Hungry

GarMon Trash Bins but do not use them in segregating waste.

Their attentions are not totally captured by the Hungry GarMon

Trash Bins itself; also they have low product recall. They find fun

and excitement in mind stimulating activities.


Segregation has never been this fun, interesting and exciting.

Substantiation

Segregation is interesting and captivating because of the

several interactive posters. These posters are uniquely designed

with different games on it to make it more interactive.


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Fun

Exciting

Enjoyable

Attention-grabbing


The target audiences attention will be fully captured through these

mind-stimulating activities. They easily recall the Hungry GarMons Trash

Bins. Thus, there is a great possibility of increasing product trial among

the target audience.

Creative Execution

After 1 week upon the launching of the Hungry GarMons Trash

Bins, different posters approved by the OSA will be posted in all bulletin

boards of UPV Miagao and City campuses. These posters are not like

traditional printed 2D posters. These are uniquely designed with different

interactive games which are related to waste segregation. Students can

freely play with these 3D posters to experience the fun. Every week for

one month duration of this promo, posters will be changed to let the

students experience more fun.


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Videos

1. Product Introdu ct ion

Brand Problem

The project is new and the students have low level of

awareness and understanding.

Job Description

The creative should craft a music video including the

description of the project which will be shown on social networking

sites (e.g Facebook).

Target Audience


and Miag-ao campuses. These are students who are active in

social networking and interested in learning about the project.

Marcom Objectives

Within 1 month after the video will be out, 80% of the target

audience will be aware that the ordinary garbage bins will be

changed into Hungry GarMons.

After 6 weeks of the video, 75% of the target audience will

procure knowledge of the benefits of Hungry GarMons trash bins.

By the end of the second month, 75% the target audience

will associate the benefits of segregation to Hungry GarMons

trash bins.


Waste segregation has never been more fun and exciting.


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Substantiation

The video emphasizes the features and design of the

Hungry Garmons. The lively jingle, viral dance steps and cute

characters would inveigle the viewers on involving themselves into

waste segregation.


Fun

Environment Friendly

Cute

Buoyant

Innovative

Jaunty

Blithe

Beguiling


We expect audience to create buzz and have interest in the

project after viewing the product introduction video.

Creative Execution

This music video of Hungry GarMons is a 3-minute video

with the lively Hungry GarMon jingle. In the video, we will show how

our proposal would make significant difference and the benefits that

await them. The video contains lively colors such as red, orange,

and yellow. It starts with a jingle and the dance. Right through the

video, the Hungry GarMon trash bins will be introduced and

explained. The benefits of the new design will also be emphasand

the preview of the gains of the project will be shown. This is more of


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an animated video showing the difference of the old design to the

new one. They background music is ascending pace which triggers

excitement.

2. I Segreg ate to Help

Brand Problem

The project does not have impact on the affect of the

viewers. The projects benefits are too self-centered.

Job Description

The creative should craft a documentation video of the

utilities people and the students that will encourage collaborative

efforts between two groups to be involved in waste segregation.

This video will be shown on social networking sites (e.g Facebook).

Target Audience


and Miag-ao campuses. These are students who are active in

social networking who desires to be part of a good cause.

Marcom Objectives

In the span of one month, 33% of the target audience will be

heartened to practice segregating waste through the Hungry

GarMons trash bins.


Hungry GarMon is a way of segregation for a cause.


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Substantiation

The video presents the good cause of the project which will

involve proceeds of their segregated recyclables to help the people

on the utilities.


Sincere

Heartwarming

Noble

Concerned

Selfless

Helpful

Gallant


On the initial, we expect that upon viewing this video the

students will sympathize and feel for the utilities people and help

them by segregating.

Creative Execution

Every righteous person wants to become a part of a good

cause. UPV students are generally righteous and helpful. This will

run for 3 minutes and in this video, we will encourage the students

to segregate for the benefit of the utilities personnel of the school

who are in charge of their garbage. The segregated Mapuslan will

be sold to the junk shops and the proceeds of this will be

accumulated and divided equally among utility employees. This

video contains edited documentation of the personal lives of our

utilities personnel and their need for more support. The music is


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slow and light is somewhat gloomy while they are explaining their

current situation. At the middle part of the video where the proposal

for the proceeds of the project will be shown, the music will start to

pick up the pace and the colors will start to lighten to exude exciting

aura.

3. I Know Better Video

Brand Problem

Segregation through Hungry GarMon trash bins may not be

recognized as a self-relevant and self-gratifying thus reducing the

percentage of adoption.

Job Description

The creative should craft a campaign video which will be

shown on social networking sites (e.g Facebook).

Target Audience


and Miag-ao campuses who takes pride on the culture, brilliance

and righteousness that the University of the Philippines upholds.

These are students who are active in social networking.

Marcom Objectives

40% of the target audience will be encouraged to segregate

waste through the Hungry GarMons trash bins.


Waste segregation satisfies conscience and self-gratifying.


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Substantiation

Each UP student is knowledgeable enough to know what is

right and wrong. Each has conscience and holds to their university

pride. This video hits their University pride to make them segregate

because they should know better.


Meaningful

Eloquent

Self-satisfying

Profound

Insightful


The group expects resolution from the target audience to

segregate their waste each and every time not only because it is

their duty and responsibility as UP students but on top of all these,

they have to satisfy their conscience as a righteous person.

Creative Execution

This video is an encouragement film focusing on self-

satisfaction and self-gratification as a result of segregation. This will

be a 60-second video clip. UP students, in general, takes pride on

being a part of a prestigious school known for intellectual brilliance.

In this video campaign where they themselves are the casts, they

will promise to segregate for the very reasons that they know better

on the benefits of segregation and understand better the

importance on taking the initiative. At the start of the video clip the


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scene will show the characteristics that differentiate the UP

students from the other students. It shows the unique

characteristics like students they are the cream of the crop and

known for academic excellence gathered in a countrys premiere

university. These characteristics are shown as texts colored UP

green and UP maroon to accentuate the UP aura. There will be a

representative for each course that holds a placard that has an I

know better sign. No words are spoken. There is only slow-spaced

background music and silent smiles to allow audience to examine

their innate conscience and resolve for change. Silent smiles

because knowledge is something that is visible and not something

to be spoken out loud and bragged about. In the last 7 seconds, all

of the students appeared on the video before will gather all together

and shout WE ARE UP STUDENTS, WE KNOW BETTER!

4. Thank You for saying I Care

Brand Problem

UPV students want to have their efforts acknowledged.

Job Description

The creative should craft a video of the significant people to

thank students for their segregation efforts. These will be shown on

social networking sites (e.g Facebook).

Target Audience


and Miag-ao campuses who exerted efforts in segregation. These

are students who are active in social networking.


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Marcom Objectives

In a month of video display, 30% of the target audience

should have felt that their efforts have been acknowledged and

realize the progress that their efforts built.


Individual efforts to waste segregation will not be put to

waste for these efforts will receive acknowledgement and gratitude.

Substantiation

Everyone has to be acknowledged of the things that they

have done right in order for them to become motivated. Significant

people who are dear and known by the target audience including

their professors and school personnel will thank them and

recognize the efforts they have made

.


Sincere

Salutes Effort

Appreciative

Heartfelt


Target audience should feel touched that their efforts are

seen thus, they would be motivated to continue on segregating their

waste.


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Creative Execution

At the end of the year of the project, a video thanking those

who practiced waste segregation will be displayed to give valuation

of their effort. This video will last only for 30 seconds. This will

feature the people like the professors, canteen staff, CDMO staff,

chancellor, student leaders and the dean thanking them for

practicing waste segregation. These people will mutter the word

thank you one by one. This video will be a simple mixture of words

and video messages. Slow paced music will give the video sincerity

and allow them to ponder. Making these relevant people thank the

students will make them feel that they really have done something

worthy and something to be praised about.

Flash Mob

Brand Problem

The hungry GarMon project lacks awareness for the new

students.

Job Description

The creative should organize a flash mob involving different

students, and school staff.

Target Audience

The target audience is all UPV students freshmen students

from both Iloilo City and Miag-ao campuses.


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Marcom Objectives

In a 15 minutes flash mob, 40% of the target audience

should have awareness and interest in Hungry GarMons project.


Waste segregation is fun and exciting.

Substantiation

The flash mob is spontaneous thus making it exciting. The

cute mascots make it fun to watch.


Cute

Adorable

Spontaneous

Free

Interesting


Target audience should feel happy and motivated to waste

segregation.

Creative Execution

The flash mob will be conducted during opening exercises

where several dance groups from both campuses like Khoryu and

Hublag, together with the seniors will spearhead the dance to

promote Hungry GarMons trash bins. A minimum of 150 students

will constitute the dance. The students will simultaneously dance in

3 different locations to the tune of the Hungry GarMon song

mashed-up with other trending songs. These locations include


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GCEB lobby, CM lobby, and cafeteria area. They will incorporate

the waste segregation to their dance.

Implementation Schedule Budget

Time Table

MONTH IMC ACTIVITIES Budget

August Acquisition of permit

Launch and Airing of the Jingle

Flash Mob

Product Introduction Video

Interactive Posters

Php. 50.00

Php. 10,000.00

Php. 10.00Php. 5,000.00

Php. 1,000.00

September Airing of the Jingle

Product Introduction Video

Launch and installation of Wi-Fi

Php. 10,000.00

Php. 5,000.00

Php. 60,000.00

October If posters are successful, there will be

an interactive tablet installed

Php. 200,000.00

December Project Evaluation

Launch of I Segregate to Help video

Php. 500.00

Php.5,000.00

January Since this is the month where people

are into resolutions, we plan to launch I

Know Better video.

Php.5,000.00

February Express the Love for the Environment

wherein students will provided blank

posters to express their love and

Php. 150.00


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willingness to help the environment and

the feedback they have of the project.

March Project Evaluation

Launch of the Thank You for saying I

Care

Php. 500.00Php. 5,000

TOTAL Php. 307,210.00

Documents

IMC Final-Hungry Garrmons