STI COLLEGE SAN PABLO CAMPUS

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

S.Y. 2022-2023

In Partial Fulfilment of the Requirements

in
Introduction to Meetings Incentives, Conferences, and Events Management (MICE)
MARKETING PLAN

The Royal Route

June 03, 2023
STI College San Pablo Campus

April 20, 2023

Authors: Lanuza, Aedrienne Anne

Quides, Ammiel
I. Event Introduction
The Royal Route seminar is a perfect opportunity for SHS tourism students as it will
provide informative and helpful topic about the program of Bachelor of Science in Tourism
Management such as the overview of the said program, skills and competencies acquired in BSTM
course, and additional information about job opportunities of tourism students in the future.
This event will be attended by the SHS Tourism Operations students, other interested
students of STI College San Pablo, speaker, and the event organizers. The event will be held in the
STI College San Pablo Campus. The event will be on June 03, 2023 at exactly 8 o'clock to 11 o'clock
in the morning. The event's organizers may ensure that it is a huge success by putting a strong
emphasis on efficient marketing tactics, developing an enjoyable and engaging environment, and
making sure the event is well-organized.

The Royal Route

June 03, 2023 at 8:00 AM
STI College San Pablo Campus
Program of Activities
Time Activity Person-In- Venue
Charge
8:00 AM Registration
9:00 AM Opening Program
9:30 AM Topic: Overview of Bachelor of
Science in Tourism Management
9:40 AM Topic: Skills and Competencies
Acquired in BSTM Course
10:20 AM Topic: Job Opportunities of
Tourism students
10:40 AM – Closing Program
11:00 AM
Table 1. Program of the event.

II. Project Background

STI San Pablo campus has a lot of program that can be offer in SHS students. One of the
best courses here is BS Tourism Management. However, there are still some problems faced by
the students who have this course. Some of them experience negative comments with this course.
That’s why the event management team decide to have this seminar to clarify and elaborate what
is BSTM all about and what are the benefits of choosing this course.
This event is named The Royal Route because the event management team wants the
attendees to feel that the path, they are taking is the one of the right paths that will lead to their
success on what royalties does. The Royal Route's logo has simple design and in line with the
event's goals and objectives, such as promoting knowledge about BSTM. Simple but elegant is
what royal means. The globe and airplane represent an exciting route that the event's attendees
will undertake.
 The objective of this event is:

 To define Bachelor of Science in Tourism Management.

 To widen the knowledge of the future BSTM students.
 To give additional information about the jobs that is under in BSTM.

III. Situational Analysis

A. SWOT Analysis
Internal Forces External Forces
Strengths Weaknesses
 Teamwork  Attendees’ lack of focus
 Sufficient knowledge of the event  Lack of funds
organizers  Technical issues
 Convenient location  Time commitment
 Effective speakers
Opportunities Threats
 Potential sponsorships  Competition from other event
 Enhancement of skills  Calamities
 Possibility of inquiry  Security threat

Table 2. SWOT Analysis

Strengths
This event has to be organized and have a preplanned system. The organizers plan
their day and set targets for themselves. In this event, teamwork is the key. Getting along
well with the people on the committee can help to accomplish tasks quickly and create an
enjoyable environment for everyone. Since the event will be held on the school campus, it
will be easy for attendees to get to the venue. Information is conveyed by an effective speaker
in a captivating or entertaining way that can hold the attendee's interest. In an event like this,
it can be very crucial to speak in an interesting way to keep the attendee's attention
throughout the seminar.

Weaknesses
The weaknesses of an event may contribute to failure of an event. Some of the
attendees have trouble staying on focus or have short attention spans. They struggle to focus
during seminar in extended study hours. Events that are planned with limited funds may end
up failing. Technical issues could ruin the entire event, causing the event to be delayed, and
render the program unsuccessful.

Opportunities
This event can give attendees and the organizers a great opportunity to establish
connections with professionals in the field. They might learn more about tourism industry,
look into possibilities for employment, and develop collaborations with other professionals.
This event might give the organizers a chance to learn new skills or develop on ones they
already have that they can use for the future events. Data collection and study on many
aspects of the tourism industry is possible through this event. Students may benefit from
gaining information and understanding of the industry.
 Threats
Having competitors enter the scene and offer a similar event with extra features is one
of the threats to an event. Attendance may decrease or the target number of attendees may
not be reached. Uncontrollable events like earthquakes and fires cannot be avoided as well
as the security of the attendees might be at stake. These causes have resulted in significant
disruptions to numerous significant events.

B. PESTELI Analysis
Factor/Aspect Indicators
Political  Transition of Government and Changes in Policy
 Corruption
 Increase of tax rates
Economic  Shortages of resources or materials needed for the event
 Lack of committee members
 Inflation Rate
 Work Force Productivity
Social  Diverse attitudes and perceptions of the attendees.
 Different expectations of those attending the seminar.
 Delays in workload may result from different committee
attitudes.
 Changes in the student population that might have an impact
on attendance
Technological  Technology interruption before or during the presentation is
quite possible.
Environmental  Attendees' attitudes could be affected by temperature and a
crowded venue.
 Climate change
Legal  Securities Law
 Health and safety law
 Records of attendees must be managed by the committee who
has access to them in compliance with regulations and data
protection.
 There are concerns with intellectual property to take into
account while developing and presenting matters.
Industry  Emphasis on the seminar's value based on outside factors.
Table 3. PESTELI Analysis.

IV. Target Audiences

A. Profile of Current Audience
Demographics
 Male and Female
 18 to 25 years old
 Senior High School, enrolled in STI College San Pablo under the strand of Tourism
Operation.
Psychographics
 More engaged and curious attendees.
 Seeking information on the relevance of BSTM.
 Desired Outcomes
 A student pursues the program of BSTM in college.
 A teenager hopes to gain friendship by engaging with other attendees.
 A student wishes to be part of tourism industry one day.

B. Profile of New/Potential Audiences

Demographics
 Male and Female
 18 to 25 years old
 Any students of STI College San Pablo enrolled in other strands and programs.
Psychographics
 More engaged and curious attendees.
 Seeking information on the relevance of BSTM.
Desired Outcomes
 A student appreciates the discussion and understood the BSTM program.
 A teenager enjoys social interaction with other attendees resulting expansion of
social circle.

V. SMART Objectives
Specific: Increase the pre-registration leads by 15% over the course of the following seven weeks
by organizing and utilizing direct and indirect promotion for the upcoming proposed event in week
eight
Measurable: Engage in in three practice sessions to increase the speaker's and event
organizer's knowledge and understanding of the subject matter during discussion.
Achievable: Use social media to promote the seminar by posting at least once per day from the
period of preparation to the seminar's execution.
Realistic: Over the next four weeks, develop event management skills by working as an event
manager's assistant to ensure readiness to take over in the case of an unforeseen circumstance.
Time-Bound: Run two more direct marketing by the end of week four in April to increase qualified
marketing leads by 10%

VI. Market Positioning Strategy and Key Messages

We, as event management team, we are also a BSTM students. In this seminar we can
explain more about BSTM and enlighten you to all your curiosity to this course. This can be
educational and more fun to everyone. You can also check the page of STI San Pablo campus for
the additional information. We are dedicated to make this seminar best and knowledgeable for
everyone. Become a BSTM student, enjoy the time with us in our exciting seminar and games,
while you are having a great time you are also learning with us.
VII. The Marketing Mix
A. Product
 Type of event: Scholastic event
 Main activity involved: Discussion
 Objectives or benefits of the event: Attendees will learn about the program of
Bachelor of Science in Tourism Management such as the overview of the said
program, skills and competencies acquired in BSTM course, and additional
information about job opportunities of tourism students in the future. They will also
gain new friends with whom they share the same interest.
B. Price
 The event organizers may or may not have a source of income, except the
sponsorship from STI College San Pablo Campus.
C. Place
 Venue: STI College San Pablo Campus
 Lopez Jaena St. Lim Chok Bldg. Brgy. VII-B, San Pablo City, Philippines
D. Promotion
 Direct marketing: Poster and flyers
 Indirect marketing: Social media and word of mouth

VIII. Marketing Tools and Tactics

Tool/Tac Descrip Target Timing Monitor Objectives Person-in- Budget

tics tion Groups by charge
Face to Promot STI San To be BSTM • To define Event Php
Face ing the Pablo implem 202-A Bachelor of managem 5,000.00
Seminar BSTM campus ented and STI Science in ent team (Estimated
course Tourism on June faculty Tourism headed by budget)
Operation 3, 2023 and staff Management Ammiel
Students • To widen the Quides
(TOP) knowledge of the and
which is future BSTM Aedrienne
under the students Lanuza
course of • To give
BSTM and additional
other information
interested about the jobs
students that is under in
BSTM.
TOTAL Php
5,000.00
(est)
Table 4. Marketing tools and tactics.
IX. Marketing Action Plan

APRIL MAY JUNE

Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1
Planning of the proposed event
Logo and design of poster and flyers
Agreed Objectives
Situational Analysis
Secure the venue
Gather all materials needed
Start posting in social media
and print the poster and flyers
Distrubition of poster and flyers
Pre-registration for the attendees
Dry-run of the seminar
Execution of the seminar
Table 5. Marketing action plan.

X. Budget and Resources

Materials and resources Price
Paper Php 170 (1 ream)
Metal Badge Pin Php 4,000 (100 pax est.)
Print Php 830 (est)
TOTAL Php 5,000 (est)
Table 6. Budget and Resources.

XI. Research and Evaluation

The event should be monitored prior to, during, and after to ensure a successful event.
The event organizers must concentrate on efficient marketing tactics. The event can be promoted
to the intended attendees in a number of ways, including through social media and word of
mouth. The event must also be well-planned. The event's organizers should take careful
consideration of the temperature, provide comfortable seating, and create an atmosphere that
positively impacts the experiences of attendees to make the event even more enjoyable. The
organizers can make this event successful with a high priority on effective marketing techniques,
creating an enjoyable atmosphere, and making sure everything is well-organized.
Visitor research intended to undertake is that The Royal Route is a seminar targeting
students of STI College San Pablo, specifically under the Tourism Operation program. The seminar
will address three topics such overview of the said program, skills and competencies acquired in
BSTM course, and about job opportunities of tourism students. The goals of this seminar are to
define Bachelor of Science in Tourism Management, to widen the knowledge of the future BSTM
students, and to give additional information about the jobs that is under in BSTM. The purpose of
this seminar is to help the tourism student why they should continue the college program and to
feel that the path they are taking is the one of the right paths. Knowledge gained from this seminar
will be used to execute similar seminar in the future.
 STI College San Pablo Campus located in Lopez Jaena St. Lim Chok Bldg. Brgy. VII-B, San Pablo City,
Philippines
Criteria Indicators Yes No Remarks
Example: Is the seating capacity suitable for Seating capacity of the
the expected number of  venue: 300
attendees? Target attendees: 200
Size of the
Event Is the expected guest to attend are less than  Target attendees: 100 pax
200?

Does the venue allow the attendees to move  The venue makes to the guest
around? comfortable.

Is the seating capacity suitable for the expected  Sitting capacity of the venue:
Suitability number of attendees? 100 pax.

Is the ambiance of the site suitable for the  The venue is suitable for the
event? event.

Is the venue available on the dates required?  It is already booked for the
Availability event.

How flexible is the venue management if the  The event management relies
there is a change in the dates?  on the approval of the Dean
 where in changing dates is not
applicable.

Is the facility/venue suitable for the attendees?  Venue: STI San Pablo Campus.
Facilities  Attendees: STI Tourism
 Operation and all Strands
who’s willing to participate in
the said event.

Does the facility/venue have the appropriate  Equipment to be used:

equipment’s for the event?   TV
 Speaker
 Mic
 Chairs
 Internet

Can the estimated amount handle the  Expenses will be sponsored

Cost expenses of the event? by STI San Pablo Campus

Does the event have entrance fee?  Participation is free for those

 who are willing to
participate.

Table 7. Site Inspection Checklist.