Page 26 - IRC Research Abstracts _ Souvenir_Neat 9 6

RESEARCH-BASED INTEGRATED MARKETING COMMUNICATION PLAN FOR
THE LETTER JOURNEY PROJECT

April Joy L. Decena
Masters in Communication
Polytechnic University of the Philippines, Open University
Manila, Philippines

ABSTRACT

The era of the digital revolution paved the way for quicker and efficient communication,
particularly in expressing what we want to say. One thing that has become rare in this generation
is the traditional sending of personal letters or snail mailing: scribbling with a pen, choosing
envelopes, stamping, and sending through the post office, this process may be perceived as
vintage and laborious especially to the youth who are accustomed to instantly sending messages
anywhere and everywhere with the snap of their fingers. In the global view, the number of mails
sent through Postal Services decreases 50% and beyond, not including holiday cards and
invitations. In the Philippine setting, governments’ post offices are still determined to enliven the
industry but cannot deny that the number of “walk-ins” or people sending individual letters
through the post office is undeniably decreasing or almost dying. The advocacy project, The
Letter Journey, is a project platform that offers the service of letter sending as a unique mode of
communication, through calligraphy art, crafts, and sending letters the old-fashioned way. With
in-depth research provides the combined features of a structured Integrated Marketing
Communication Plan to promote an old but new face-form of traditional communication by
setting appropriate positioning and action items ideal to drawback and re-orient the present
generation. A well-planned and structured integrated marketing communication plan would help
the project to further increase its audience, promote familiarity, and ensure visibility with a
strong brand image, positioning, other creative digital/ media marketing key strategies that would
positively affect the marketability and sustainability of The Letter Journey Project by depending
on the market behavior, disposition and perception toward snail mails. Results suggested that
Digital Marketing-Social Media platforms are the high access tools to promote the said project.