MARKETING BUDGET PLAN

CATEGORY ESTIMATED QUATITY ESTIMATED COST PER UNIT ESTIMATED SUBTOTAL

RESEARCH

Research Firm 1 1,000,000 1,000,000

Independent 3 240,000 720,000

Research

Research total cost 1,720,000

COMMUNICATION

Video Campaign 1 100,000 100,000

Promotional 10, 000 50 500,000

Brochures

Television 5 1,000,000 5,000,000

Radio 1 500,000 500,000

Newspaper Ad 4 200,000 800,000

Web/ Social Media 5 20,000 100,000

Communication Total Cost 7,000,000

DISTRIBUTION

Tour Operators 30 10,000 300,000

Travel Meeting

Other Expenses 50,000 50,000

Distribution Total Cost 350,000

SALES AND PROMOTIONS

Trip Giveaways 2 15,000 30,000

Sales and Promotions Total Cost 30,000

SPECIAL EVENTS

Sinukwan Festival 1 900,000 900,000

Special Events Total Cost 900,000

GRAND ESTIMATED MARKETING TOTAL 10,000,000

VI. MARKET PERCEPTION

According to Mayor Alejandrino E, Arayat is for everyone that makes the target audience of Arayat
broad. Local, international youth, adults, adventurous, outgoing etc. But since Arayat is seen as an eco-
tourism destination and has the activities like trekking and hiking, more midcentric tourists which are
travelers that fall between the allocentric and psychocentric types are targeted. These are travelers who
are not exceptionally adventurous but is still open to new experiences. The Slogan “A home away from
home” and the online campaign “#YOLOArayat” (You Only Live Once) aim to give an unforgettable,
youthful experience and Euphoria for every tourists through exploring the different eco-parks
surrounded by nature’s beauty that are peaceful and relaxing to the mind and soul and resorts that are
truly nature- friendly which makes Arayat a worth it experience. The slogan and the campaign were
created to convey a message to everyone that Arayat experience is a must and a home for every one of
us.

This campaign will assure every tourists that they will be engage to go and experience Arayat. Since,
Arayat is a destination that once started from ashes and now it is starting to become a greener pasture
the campaign assures the tourists that today, Arayat is better experience than before that with every
seed planted by the people can help to produce a blooming field of success. Target audience are
expected to feel the urge of visiting the new, better and greener version of Arayat due of their curiosity
that leads them to participate and be involved in the different activities that the Arayat offers.

In able to achieve our campaign goal, one must always be optimistic in creating and developing tourism
market. We will center in the development and transformation of Mt. Arayat as an ecological
destination for eco- tourism, recreation and education. The model reforestation project through bio-
diversed restoration of Mt. Arayat. The activities will be undertaken with the participation of the local
government and the community. The development of the place includes the cleanliness and
maintenance of surroundings and improvement of existing facilities. We believe that the main objective
for us to achieve our campaign goal is to work together to implement and sustain our eco-tourism
destination.

VIII. COMMUNICATION STRATEGIES

Communication campaigns are all around us and it is possible to avoid them in contemporary
environment of traditional and new social media. In addition, these are series of coordinated messages
or other promotional efforts that are purposely designed to achieve predetermined goals or objectives.
These communication campaigns are presented in different forms and they serve different purposes.
The strategies may include opposition research, specific audience targeting, constant adjustment of
messages and minute by minute tracking of issues. Through the use of these communication strategies
the formulated campaign will be able to meet the measurable goals.

The formulated campaign wish to convey or showcase an experience intentionally put together for the
satisfaction and enjoyment of tourists that there are actually many diverse opportunities of experiences
you can have with nature. An attraction alone is not a tourism product that can already be sold because
it is the experience that gives most of the nostalgia to the tourists. In addition, the campaign also
conveys that by simply visiting or experiencing the destination you are able to build thriving
communities, job opportunities and economic development, as well as promote conservation of natural
resources with eco-tourism.