Sei sulla pagina 1di 18

MARKETING PLAN OF:

MY LITTLE ART PLACE


(FOR 2016-2019)

Location: 222 Wilson St. Greenhills, San Juan, Metro Manila

Social Media Sites:


Facebook:
Instagram:

Prepared By:

JHUNIE PEARL V. SANCHEZ


Philippine Arts- Arts Management and Cultural Heritage
University of the Philippines- Manila
Table of Contents
COVER LETTER ......................................................................................................................................... 2
Company Profile...................................................................................................................................... 5
Services Offered ...................................................................................................................................... 6
Art Workshops .................................................................................................................................... 6
Workshop Schedule ............................................................................................................................ 6
Workshop Fees ................................................................................................................................... 7
Promos ................................................................................................................................................ 7
Venue Rental and Events .................................................................................................................... 7
Franchising .......................................................................................................................................... 7
Partners ................................................................................................................................................... 8
Ratings and Reviews ............................................................................................................................... 8
Location................................................................................................................................................... 8
Target Market ......................................................................................................................................... 8
SWOT ANALYSIS ...................................................................................................................................... 9
Challenges and Problems ...................................................................................................................... 10
Marketing Goals ................................................................................................................................ 11
Working Towards the Goals (Proposed Actions) .................................................................................. 11
Proposed Vision, Mission of MyLap .................................................................................................. 11
Creation of MyLap website ............................................................................................................... 12
Bring a Friend Friday (B.F.F) .............................................................................................................. 14
#KidsofMyLap and #MyLittleStories Facebook Campaign ................................................................ 14
Concluding Remarks of the Researcher ................................................................................................ 16
About the Author .................................................................................................................................. 17

1|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
COVER LETTER
December 5, 2016

Ms. Grace Dalanta


Management Staff
My Little Art Place
222 Wilson St. Greenhills,
San Juan, Metro Manila

Dear Ms. Dalanta:


Good Day!

I would like to thank you for accepting my request to apply the skills and knowledge I acquired in class
to help your companys marketing department. I would also like to thank you for entertaining my
questions regarding the company regardless of your busy schedule.

Per our previous discussion, enclosed is a marketing proposal to help in the improvement of the
marketing aspects of your company.

After evaluating My Little Art Place (MyLap), I have identified that the absence of company website
posed a major problem in the publicity and promotions of the company. I also found out that the
company in the process of creating the vision and mission, the completion of the vision and mission
will help in conceptualizing the type of marketing strategy is appropriate to the objectives of the
company.

I observed that MyLap pays attention to the sense of intimacy and belongingness of the customers
the company (as the name suggest) and the hands-on, learner-centered and small (one-on-one
altleast) type of workshop that do not pose pressure to the customers. With this we have to preserve
the sense of intimacy and belongingness by using the word of mouth technique in marketing,

I have determined that you can overcome these challenges of your company and reach success
through the following steps:

Accomplishment of the Vision and Mission of the company


Construction of MyLap website
Bring a Friend Friday (B.F.F.) program
#KidsofMyLap #MLittleStory

The aforementioned process in resolving the observed problems will be further elaborated in the
proposal complete with all the details you might need

Please review the attached proposals that outlines an action plan in further detail. Should you have
other questions, you may contact me via e-mail, phone call or text message in
jhuniesanchez@gmail.com and 09128977730.

Wishing you the best in all your endeavors!

Sincerely,

Jhunie Pearl V. Sanchez

2|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
My Little Art Place Marketing Plan

Prepared For:
MyLap's Board of Directors

Prepared By:
JHUNIE PEARL V. SANCHEZ
Philippine Arts- Arts Management and Cultural Heritage
University of the Philippines- Manila

About the Company


Since it opened in January 18 2008, My Little Art Place has become a second home not just
to many young artist but also to adults who find joy and fulfillment in art. It is Located in the hilly
terrains of San Juan City and welcoming atmosphere.
With 20 enrollees during the first batch of Summer 2008, MyLap, as its students fondly call
it, has grown into a vast networks of 3,00 students who take pride in what they have learned and
accomplished, which further encourages us to mentor the next generation of visual artist in the
country.
Aside from being an art school, My Lap functions as an art gallery and has featured emerging
artist like Jigger Cruz, BuenAbrigo, Piaget Martelino, Czarina Yap, YnotPigott, MarcialPontillas,
among many others, as well as art students from different colleges and universities in Metro Manila.

Problems

1. Absence of a Company Website

2. Completion of the Vision and Mission

3. Finding the appropriate Marketing Strategy

Proposed Solutions

Upon the discussion of the problems and challenges that the organization faces, the researcher took
the liberty in brainstorming of possible ideas that MyLap may use to further reach their goals. Also
included are possible campaigns and programs for the said goals

Proposed Vision, Mission of MyLap

Vision

My Little Art Place as the mentor of the next generation of visual artist in the Philippines.

Mission

To be a second home to young artist and adults in the Philippines that provides an outstanding art
courses in various visual art forms through our exemplary hands-on teaching techniques and learner
centered approach.

3|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Creation of MyLap website

Having a website means customers are always able to find you everyday, 24/7. Meaning
even at weekends and evenings your business is still accessible. It offers the customer convenience
as they are able to access the information they need in the comfort of their own home, with no
added pressure to buy. In general, it is much easier to click a few buttons online than to make the
trip to a physical store to hunt someone down for information. It also prevents little annoyances
such as waiting in queues.

Paying for a web designer cost a lot, there are free sites wherein you can make your own website
like wordpress and wix.

Bring a Friend Friday (B.F.F)

This type of marketing strategy is evident in the sports and fitness industry wherein a
member can bring a guest during Friday for a free trial of the services offered by the company. Since
the primary strategy of MyLap is through word of mouth this is a great wat to level up the traditonal
word of mouth marketing. Since MyLap develops this sense of making the place yours, it is best to
leave the marketing of the place to the second owners of the place which are the students.

1. A student who purchased an 8 or 24 sessions of art course can bring a friend during the first and
the last Friday of each month.

2. Nofriend must be repeated. The friend can also experience the same course the student
purchased.

3. The parent or guardian together with the friend can undergo into orientation while waiting for the
session to end.

#KidsofMyLap and #MyLittleStories Facebook Campaign

Moms are 20% more likely to use social media than the average consumer. Millennial moms in
particular belong to 3.4 social networks each, on average. Facebook remains the platform of choice
for mothers as well.Given their propensity to utilize social media, its only reasonable to expect that
mothers will also be key influencers on social networks. This means that business owners trying to
increase their penetration of this segment would be well advised to try to tap into mom bloggers
as key influencers to spread their message.

1.Invite the moms of the Kids to post a pictures of their kids inside MyLap and then use the
#KidsofMyLap.

2.MyLap can also ask question to the kids that they will answer via video posted on Instagram using
the #KidsofMyLap.

3.Invite the moms of the kids to share their #MyLitteStory regarding the development of the kids in
MyLap in their facebook accounts while tagging MyLap account the chosen story will be featured in
MyLapYoutube account.

4|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
My Little Art Place Marketing Plan
Company Profile

Since it opened in January 18 2008, My Little Art Place has become a second

home not just to many young artist but also to adults who find joy and fulfillment in

art. It is Located in the hilly terrains of San Juan City and welcoming atmosphere.

With 20 enrollees during the first batch of Summer 2008, MyLap, as its

students fondly call it, has grown into a vast networks of 3,00 students who take

pride in what they have learned and accomplished, which further encourages us to

mentor the next generation of visual artist in the country.

Aside from being an art school, My Lap functions as an art gallery and has

featured emerging artist like Jigger Cruz, BuenAbrigo, Piaget Martelino, Czarina

Yap, YnotPigott, MarcialPontillas, among many others, as well as art students from

different colleges and universities in Metro Manila.

5|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Noted for its cozy atmosphere and relaxing interior, MyLap has also been a

venue for events, gigs, and small gatherings as families, friends, and art enthusiast

enjoy the bright and friendly ambiance the place has to offer.

My Little Art Place is aptly named because it connotes a sense of

belongingness. Just saying My Little Art Place, makes it yours as well. Its a small

place, but its warmth and coziness generates a conducive atmosphere for art and

makes you feel right at home.

My Little Art Place has primarily prospered through recommendations by

satisfied parents, who found that our guidance has not only honed their children

artistic skills, but it has also improved their academic development. Adults have also

enjoyed our workshops because of our hands-on teaching techniques and learner

centered approach.

Services Offered
Art Workshops
They offer art workshops for kids and adults and they offer five art

courses:

- Drawing and Painting for 4 years old and above.

- Sketching for 7 years old and above.

- Anime/ Comic Strip for 6 years old and above.

- Advanced Painting for 9 years old and above.

- Pen and Ink for 9 years old and above.

Workshop Schedule
There are 2 time slots from Monday - Saturday

- Morning shift: 9:00pm - 12:00nn

- Afternoon shift: 2:00pm 5:00pm

6|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Workshop Fees
Php. 950 per head for 1 session of 1 course

Php.6,500 per head for 8 sessions of 1 course

Promos
Group Discount

- Enroll and pay for 3 students (one-time payment only) and get

Php. 150off on each student.

Package Discount

- 16,500/ 24-session Workshop (must be completed on or before

March 2017, not applicable with group discount)

Venue Rental and Events


- This service offered by MyLap is not posted online or printed

their fliers this service is known and purchased by their

members.

Franchising
- MyLap is now franchising and their recommended areas for
franchise are main roads near private schools in:
o BGC, Taguig
o Capitol Commons, Pasig
o Eastwood,QC
o Makati: Salceda, Legaspi, Rockwell
o Binondo, Manila
o Alabang
o Nuvali
- Due to their increasing numbers of customers and the goal of
widening their customer reach they plan on branching out on
different areas in Metro Manila. This is to maintain the homey
and intimate feeling of a place by taking the place to where the
customer is.

7|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Partners
According to Ms. Dalanta they do not invest in partnerships because they are
just a small business and partnerships sometimes cost a big amount of money but
we can consider Lucy in the Sky as a partner.
Lucy in the Sky is a caf inside MyLap it offers a wide variety of food
selections and it serves as a waiting spot for the guardians of the kids enrolled
in MyLap.

Ratings and Reviews


The Facebook likes of MyLap As of December 5, 2016 is 2,955 and its
Instagram followers are 965. Its ratings in Facebook are4.9 out of 5 stars. Almost all
of the reviews are positive reviews.

Applesanddumplings.com published an article about MyLap and Lucy in


the Sky Caf posted by Mrs.CaiSio last June 2016. Mrs. Sio posted a positive
review of the company.
Mymommyology.com also published a positive review of the company last
July 2016.

Location
San Juan is a very strategic location especially for starting businesses
because it is in the heart of Metro Manila it is practically near to other cities in the
Metro. Choosing Wilson St. is also a plus because it is practically a business street
and a main road. There are also orange cabs passing by Wilson St. The problem is
since MyLap is in the middles of all other establishments with powerful colors and
signboards you tend to pass through it because of lack of visibility in the chaos of
establishments in Wilson St.

MyLap must have a signage visible to both northbound and southbound

Target Market
My Lap offers workshop both for kids and adults but most of the time kids are
their customers. Based on their marketing strategies they target moms.

Moms- Mothers are the gateway to sales women make 85% of purchasing
decisions in a household, and often that woman is a mom. She's not just
buying for herself; she's also buying for the baby, the toddler, the teenager
and for the entire soccer team. And she's not just buying Cheerios and baby

8|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
wipes she's purchasing electronics and other household items, sometimes
even from her smartphone, since 70% of moms now own smartphones.

Kids- represent an important demographic to marketers because in addition


to their own purchasing power (which is considerable) they influence their
parents buying decisions and are the adult consumers of the future.Todays
kids have more autonomy and decision-making power within the family than in
previous generations, so it follows that kids are vocal about what they want
their parents to buy. Pester power refers to childrens ability to nag their
parents into purchasing items they may not otherwise buy. Marketing to
children is all about creating pester power, because advertisers know what a
powerful force it can be.

SWOT ANALYSIS

STRENGTHS WEAKNESSES
Sense of intimacy and belongingness of the Absence of company website
customers to the place. Signage is not visible in one of the lanes and
Warm and cozy ambience that generates an it is not noticeable enough to compete with
encouraging atmosphere to create art and to the other signage in the street.
release creativity. A somehow weak social media impact and
The quality of the service offered because of presence.
the hands-on and learner-centered approach The ongoing creation of vision and mission of
in workshops. the company that affects its marketing
Their student to teacher ratio which is (3:1). strategy and upsets the development of the
That prevents the kids to be pressured while companys unique selling point.
making their art. The overlapping of recent and old
The place is organized and the caf inside announcements and promotions in
serves as the waiting area for the guardians Facebook.
wherein they are not bored while waiting,
There is abundance of art materials that the
customers are able to use.
They have social media accounts which
areFacebook and Instagram.
Positive and outstanding reviews from
satisfied customers.
OPPORTUNITIES THREATS
Their franchising service will increase Economic downfalls that questions the
customer reach. familys budget priorities.
Moms with blogs/mom bloggers writing Other companies that offer the same
positive reviews. services. (Young Artist Studio, Global Art
The increasing awareness and need for the etc.)
arts.
Studies that proves art is essential to childs
physical, mental and social wellness.

9|
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Challenges and Problems

1. The absence of a company website.


The absence of a company website is a big problem especially now
that there are great advancements in technology and communication.
Having the website is like letting the customers take a peek inside the
company without going into the place. It is also a means of publicity
and promotion online. It also gives an idea on what the company has
done, currently doing and plan to do. It gives a background of the
company and answers common questions of the customers before
they ask it.

MyLap have lots of great things to offer but some of their publicity and
promotions are covered by recent post because they use Facebook as
their company website. Using social Media as means of promotion is a
great idea but there are important aspects of marketing only a website
can offer.

2. The accomplishment of a Vision and Mission.


It is vital in the development and in the operation of the company. It is
the core of the company, it is the guide of the company in where are
they heading in terms of marketing, services, promotion and target
audiences. The company vision and mission also sets the long or
short term goals of the company. The vision and mission also highlight
the unique selling point of the company. If the vision and mission is
clear the company wont have a problem in selecting the marketing
strategy appropriate for the service they are offering.

MyLap is not that new in the creative industry it will reach its 10 th year
anniversary in 2018. Their Vision and Mission in discernable in their

10 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
company profile its just that it is not polished to pass the requirement
of a Vision and Mission.

In order to provide an appropriate marketing plan that may help


MyLap in their endeavors I would like to propose a Vision and Mission
for the Company.

3. Finding the appropriate marketing strategy.


MyLap has primarily prospered through recommendations and word of
mouth. This is a fantastic way of marketing because it is marketing
based on experience and testimony. It is effective but it can be slow.

Marketing Goals

For the next 2-3 years, the goals of MyLap in terms of marketing are:

To increase the number of students without disregarding the sense of


intimacy and belongingness of the customers to the place.
To increase the engagement of current and future patrons.
To increase online publicity and social media presence.
To present the companys profile, services, announcements and promotions
in an effective manner.
Accomplishment of the company Vision and Mission.

Working Towards the Goals (Proposed Actions)


Upon the discussion of the problems and challenges that the organization
faces, the researcher took the liberty in brainstorming of possible ideas that MyLap
may use to further reach their goals. Also included are possible campaigns and
programs for the said goals

Proposed Vision, Mission of MyLap

A Mission statement is a written declaration of an organization's core purpose and


focus that normally remains unchanged over time. Properly crafted mission
statements serve as filters to separate what is important from what is not, clearly
state which markets will be served and how, and communicate a sense of intended
direction to the entire organization.

11 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
A mission is different from a vision in that the former is the cause and the latter is the
effect; a mission is something to be accomplished whereas a vision is something to
be pursued for that accomplishment.

Vision

My Little Art Place as the mentor of the next generation of visual artist in the
Philippines.

Mission

To be a second home to young artist and adults in the Philippines that provides an
outstanding art courses in various visual art forms through our exemplary hands-on
teaching techniques and learner centered approach.

Creation of MyLap website

Having a website means customers are always able to find you everyday,
24/7. Meaning even at weekends and evenings your business is still accessible. It
offers the customer convenience as they are able to access the information they
need in the comfort of their own home, with no added pressure to buy. In general, it
is much easier to click a few buttons online than to make the trip to a physical store
to hunt someone down for information. It also prevents little annoyances such as
waiting in queues.

In this day and age it is much more credible for a business to have an online
presence. People would likely be distrusting to any business that didnt have a
telephone number or a physical address, and that soon could be said for having a
website and e-mail. They are useful tools to help share further information about
your business with customers answering all the Whats? and Whys? that people
may have. And too, if your website is of a high standard then it is likely to receive
positive feedback with customers spreading positive word-of-mouth about your
business.

Your business will save money in a number of ways from spending less on
printing costs (letters, catalogues etc.), to wages, as a website may mean you no
longer need that extra pair of hands, due to automated processes. A website is a
much more long term form of advertising and more than likely will produce better
results. You can also use your website as ways of collecting cheap market research
by setting up visitor polls and online surveys, helping you to find out what customers
like best and how they feel.

12 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Having a website means a business can change information instantly, from
pricing changes to location changes. By having most of your information on printed
out documents there is a high chance theyll become out of date, fast. It is much
more cost efficient to change information on a website than to reprint updated
information which will likely be old news before they even arrive.

MyLap should create a website of its own because it will also help in finding
future franchisers.

The website must include the following:

Company Profile
o History
o Background
o Location
o Email, Facebook, Instagram
Organizational Chart
Vision, Mission and Goals
Profiles of Teachers
Courses Offered
Photos of the Vicinity
Venue Rental Service
o They can also promote the use of MyLap as a venue for events,
they can post a calendar on their website wherein the customers
can book appointments.
Franchising
o They can upload downloadable application forms so the
application may be a lot easier.
o They can review the MyLap prior the discussion of franchising
details.
o You can upload video and photos on why must the they apply
for franchise.
Testimonials of the Students
Contact Us Page
Frequently Asked Questions Page
o If you find potential clients ask you the same questions think
about adding a Frequently Asked Questions page to your
website. Not only will this save you time by not having to repeat
the same answers, it will also drive additional traffic to your
website and will potentially increase sales of products your
customers did not know about before. If the line of work you're in
is constantly changing, and you want to keep your customers

13 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
up-to-date, add a blog to your website so that you can don't
have to pay a website designer to add your content.

Paying for a web designer cost a lot, there are free sites wherein you can
make your own website like wordpress and wix.

Bring a Friend Friday (B.F.F)


This type of marketing strategy is evident in the sports and fitness industry
wherein a member can bring a guest during Friday for a free trial of the services
offered by the company. Since the primary strategy of MyLap is through word of
mouth this is a great wat to level up the traditional word of mouth marketing.

Since MyLap develops this sense of making the place yours, it is best to leave
the marketing of the place to the second owners of the place which are the students.

A student who purchased an 8 or 24 sessions of art course can bring a


friend during the first and the last Friday of each month.
Nofriend must be repeated. The friend can also experience the same
course the student purchased.
The parent or guardian together with the friend can undergo into
orientation while waiting for the session to end.

This is marketing directly to the children to awaken their pester power now
you can leave the marketing to the kids.

#KidsofMyLap and #MyLittleStories Facebook Campaign


Moms are 20% more likely to use social media than the average consumer.
Millennial moms in particular belong to 3.4 social networks each, on average.
Facebook remains the platform of choice for mothers as well. In fact, more than 60%
of moms visited Facebook more than twice a day in 2015. Note that this 60% is a
notable increase from the 47% of moms who logged into Facebook more than twice
a day in 2014.

Given their propensity to utilize social media, its only reasonable to expect
that mothers will also be key influencers on social networks. For example, most
moms undertake online research, utilize peer reviews before buying, and also
typically share their experiences online with others.

This means that business owners trying to increase their penetration of this
segment would be well advised to try to tap into mom bloggers as key influencers
to spread their message.

Invite the moms of the Kids to post a pictures of their kids inside MyLap
and then use the #KidsofMyLap.
MyLap can also ask question to the kids that they will answer via video
posted on Instagram using the #KidsofMyLap.

14 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Invite the moms of the kids to share their #MyLitteStory regarding the
development of the kids in MyLap in their facebook accounts while
tagging MyLap account the chosen story will be featured in
MyLapYoutube account.

15 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
Concluding Remarks of the Researcher
This marketing plan is fully intended to the development and benefit of My
Little Art Place. This marketing plan provided all the information about the current
situation of the company as well as the things they need to improve on.

The researcher evaluated the company and list down all the problems the
company is facing. The researcher also tried to find ways to address the problems of
the company. All of the solutions are all subject to change, depending on the
circumstances.

16 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila
About the Author
Jhunie Pearl V. Sanchez
BA Philippine Arts - Arts Management and
Cutural Heritage
University of the Philippines Manila

I believe in the power of the arts, especially


the Philippine arts in paving the way to a
more united, inspired, passionate, talented,
creative and nationalistic Filipinos. Power is
the torch and I will be the one to ignite the
fire."

17 |
Prepared by: Jhunie Pearl V. Sanchez | University of the Philippines-Manila