ABAN, JESSIE GENE L.

SWOT ANALYSIS

STRENGTHS

• She became a 2-time Justice Secretary in 2002 and 2004• She has became the 1st female head of the office of the

ombudsman• She has working experience with Philippine Aerospace

Development Corporation, Philippine Presidential Office and National Economic Development Authority

• She graduated from Ateneo De Manila University Law School• She has a wide knowledge regarding the Philippine

Constitution

WEAKNESSES

• Has a bad public image• Her personal background is mostly unknown

to most of the public• It’s her 1st time to run for a public office

OPPORTUNITIES

• Has proven that most of accusations about her are wrong

• Many people still believe in innocence• There are people who believes in her

capabilities

THREATS

• People may think of her as corrupt• People may think that she does not have the

capabilities to be an effective senator• There are complaints about her mishandling

of some cases• Other Senatorial candidates may have a better

popularity than her

MESSAGE

• The Senate needs more than name it needs a person who can act and who is firm in her decisions. A person who can be an effective senator with her knowledge. The Senate needs Merceditas Gutierrez.

Tag Line

• Dapat sa mga Abusado No Mercy kaya Dapat sa Senado May “Merci”

Marketing Objective

• To get 35-45% of the total votes in the senatorial elections

Marketing Strategy

• Through an aggressive IMC plan

Advertising Objective

• To change the mind set of the voters that Merceditas Gutierrez will be an effective senator and that she has an impressive personal background behind the allegations that are being thrown at her

Advertising Strategy

• Through the release of Advertorials, TVCs, Print Ads and Below The Line Ads that showcases what she has done already in her past working experience

Media Plan• February

– Release of TVCs, Print Ads, Below The Lines– Start of Nation Wide Tour for the campaign– Start of Motorcades for Luzon Province– Attendance in Meeting de Avance after the motorcades

• March– Start of Motorcades for Visayas Provinces (1st half of the month)– Attendance in Meeting de Avance after the motorcades– Start of Motorcades for Mindanao Provices (2nd half of the month)– Attendance in Meeting de Avance after the motorcades

• April– Start of Motorcades in NCR Area– Attendance in Meeting de Avance after the motorcades– TV guestings

• May– Hometown Motorcade– Hometown Meeting de Avance

Creative Executions

• Print Ad

• TVC

• PR TVC

Campaign Shirt

Below The Line Ads

Campaign Fan Give Away Calendars

Pin Buttons Key Chains

Media Recommendation TVC will be shown twice (2x) for the following shows• Unang Hirit (GMA 7) Mon-Fri• Eat Bulaga (GMA 7) Mon-Sat• Alakdana (GMA 7) Mon-Fri• Nita Negrita (GMA 7) Mon-Fri• My Lover My Wife (GMA 7) Mon-Fri• Temptation of Wife (GMA 7) Mon-Fri• Magic Palayok (GMA 7) Mon-Fri• 24 Oras (GMA 7) Mon-Fri• Dwarfina (GMA 7) Mon-Fri• I You Pare (GMA 7)♥ Mon-Fri• The Baker King (GMA 7) Mon-Fri• Machete (GMA 7) Mon-Fri• Saksi (GMA 7) Mon-Fri• Bubble Gang (GMA 7) Fri• Sapul sa 5 (TV5) Mon-Fri• Face to Face (TV5) Mon-Fri• Aksyon (TV5) Mon-Fri

• Willing Willie (TV5) Mon-Sat• Babaeng Hampas Lupa (TV5) Mon-Fri• Wowmeganon (TV5) Mon-Fri• Umagang Kay Ganda (ABS-CBN) Mon-Fri• Happy, Yippie, Yehey! (ABS-CBN) Mon-Sat• Mana Po (ABS-CBN) Mon-Fri• Malparida (ABS-CBN) Mon-Fri• Sabel (ABS-CBN) Mon-Fri• TV Patrol (ABS-CBN) Mon-Fri• Mutya (ABS-CBN) Mon-Fri• Minsan Lang Kita Iibigin (ABS-CBN) Mon-Fri• Mara Clara (ABS-CBN) Mon-Fri• Imortal (ABS-CBN) Mon-Fri• Green Rose (ABS-CBN) Mon-Fri• Salamat Dok (ABS-CBN) Sat-Sun• Boys Over Flowers (ABS-CBN) Sat• Showtime (ABS-CBN) Mon-Sat• Failon Ngayon (ABS-CBN) Sun• Maalaala Mo Kaya (ABS-CBN) Sat• Pilipinas Got Talent (ABS-CBN) Sat-Sun• Laugh Out Loud (ABS-CBN) Sat

• ASAP Rocks (ABS-CBN) Sun• TV Patrol Weekend (ABS-CBN) Sat-Sun• Your Song (ABS-CBN) Sun• The Buzz (ABS-CBN) Sun• Rated K (ABS-CBN) Sun• Pinoy MD (GMA 7) Sat-Sun• Hanep Buhay (GMA 7) Sat• Maynila (GMA 7) Sat• Startalk TX (GMA 7) Sat• 24 Oras Weekend Edition (GMA 7) Sat-Sun• Kapuso Mo Jessica Soho (GMA 7) Sat• Imbestigador (GMA 7) Sat• Party Pilipinas (GMA 7) Sun• Showbiz Central (GMA 7) Sun• Pepito Manaloto (GMA 7) Sun• Kap’s Amazing Stories (GMA 7) Sun• Show Me Da Manny (GMA 7) Sun• Mel & Joey (GMA 7) Sun

Proposed Budget

• The proposed budget is P557,500,000