THE ATENEO Junior Marketing Association (AJMA) helped other orgs develop marketing skills during “Lights, Marketing, Action!” on August 1.
“We collaborated with the [Councils of Organizations of the Ateneo] and the cluster heads to create such a program. We would like to share to the other organizations marketing knowledge…with modules [that] were tailor-made [for them],” Project Head Bea San Pedro said.
The seminar was AJMA’s way of reaching out to the whole community, said Recruitment and Secretariat Head Spencer Yu Galan.
Speakers shared tips on marketing and soliciting. Modules on developing a self-image, building connections, and creating partnerships were also handed out.
Marketing tips
Speaker Queen Alandy Dy (BS MIS ‘08), former AJMA president, concentrated on building the reputation of an organization, stressing that “service must reinforce the image.” Every organization must clearly know its image, purpose, and target market.
She added that brands are a distinguishing symbol and therefore should relay a unique message and impress a lasting mark.
Belle de Jour President Darlyn Ty discussed the importance of believing in one’s product, event, or advocacy. She said that having and believing in the values of one’s project will pave the way for a feasible, successful plan.
She added that one should “rise above the clutter” in order to flesh out what is most important and “create an emotional connection” among organizers, sponsors, and even consumers.
A panel with Banapple Kitchen Marketing and Operations Manager GJ Jimenez, Yehey! Corporation Chief Marketing Officer Elaine Uy, L’Oreal Human Resource Executive for Talent Recruitment Michael Mendoza, and Arrow Visions Chief Operations Officer Verna Payawal followed. They gave tips on making sponsorship proposals.
According to Jimenez, event organizers should make regular follow-ups when making their proposals. Uy added that companies are already busy enough as it is. “A reminder would help them take action straight off.”
Mendoza also suggested brevity in drafting proposals. He said that a proposal that stands out and is easy to read has bigger chances of catching attention.
With the rising trend of corporate social responsibility (CSR), companies prefer events that are in line with advocacies of their own.
Mendoza said that L’Oreal is an advocate of women, children, and science. Events or organizations that advocate something in connection with these have better chances of soliciting from L’Oreal, for example.
Respect is also a key component of being able to connect with the sponsors smoothly, said Payawal. Sponsors who have good feedback on efficient-performing organizations would most likely agree to support them again in the future.
The panelists also warned that due to the recession, companies are getting stricter when it comes to sponsoring.
Keynote speaker Chiqui Escareal-Go, Mansmith and Fielders, Inc. Chief Service Strategist, challenged and advised the audience to “be the best in [their] niche.”
Efficient marketing
AJMA Vice President for Events Geraldyn Perez said that orgs need to improve in promoting their activities and dealing with sponsors. COA approached her org with this problem, which led to the seminar.
President Alexis Ventura said, “Organizations will be more dynamic and have more visibility. They will be equipped with the right knowledge in marketing, so that they will be able to establish their ‘brands’ better.”
Ventura said that AJMA also aimed to broaden the knowledge of the non-marketing organizations on efficient marketing practices.
She also said, “We want to revolutionize society through marketing. We would like to convince people to act on issues and to be able to convey their ideas through fresh marketing ideas.”
