Social Marketing Plan

“EDUCATION
BEHIND BARS”

Presented by: Analy, Catherine, Cathryn, Cecil, Jeanefer

I. Introduction
A. Background

The Reception and Diagnostic Center (RDC) is

a separate facility of the Bureau of Corrections
created through the issuance of Administrative
Order no. 8, series of 1953 of the Department
of Justice. It was patterned after the reception
facilities of California State Prison.
 The first RDC facility was established in Building
nine (9) of the Maximum Security Compound of
the New Bilibid Prison (“NBP”) in Muntinlupa
City. In a move to isolate the facility from the
troubled maximum security wing then
experiencing violence in 1973, RDC was relocated
to Building seven (7), formerly referred to as
Metro Jail of Medium Security Compound of the
Camp Sampaguita, NBP.
 To further insulate the newly received
inmates from gang related exposures, the
center was transferred to the previous
military command adjacent the maximum
security facility where it is presently situated.
OBJECTIVES:
The RDC is an independent institution tasked to receive, study,
classify all national prisoners committed by final judgement to the
National Penitentiary.

MISSION:
Custody (Safekeeping) and Rehabilitation of National Offenders.

VISION:
Modern corrective service that is humane, productive and
restorative.
B. Justification/Objectives:

•To educate and increase awareness of all visitors aged

18 years old above regarding Educational Programs
under Reformation Services of the Bureau of
Corrections so as to encourage PDL to enroll in the
courses being catered by the institution.

•Through education they can reduce their sentence

through deduction for each month of study, teaching or
mentoring service as per R.A 10592.
•Family plays a positive impact in the enhancement of
the well-being of the PDL.

•The tremendous impact in learning by heart and

learning by doing may be the key to develop future
productive citizen out of the so called “menace to the
society”.
It can also reduce violence within prisons, decrease
the rate of recidivism by increasing an inmates' ability
to secure employment and increase literacy of PDL.
C. Local/ Site of the Plan/ Study
The information drive and reformation
awareness campaign specifically Education
program to all PDL visitors will be launched at
the Inmate Visitation Unit Reception and
Diagnostic Center of the Bureau of Corrections.
D. Definition of terms

•Admission – refers to the manner of receiving national

inmates, a detainee or convicted person in a prison facility
committed by courts or other competent authority to serve
sentence for a certain period or for temporary confinement.
•BuCor – refers to the Bureau of Corrections.
•Bureau of Corrections – refers to the central office and the
prison and penal farms which are known as colonies. The
central office headed by the Director General has control and
supervision over the prison and penal farms
•Education and Training Program. This refers to the administration of formal

and non-formal education, and skills development of inmates which shall be

institutionalized by the Directorate for Education and Training (DET).

Participating volunteer teachers, professors, instructors, and trainers shall be

regulated and managed by DET. 

•Inmate – refers to person confined in jails/prisons to serve his/her sentence or

for safekeeping who is officially called Person Deprived of Liberty (PDL).

•Good Conduct Time Allowance (GCTA) Period of preventive imprisonment

deducted from term of imprisonment. At any time during the period of

imprisonment, he shall be allowed another deduction of fifteen days, in addition

to numbers one to four hereof, for each month of study, teaching or mentoring

service time rendered.

•Person Deprived of Liberty (PDL) – refers to a detainee, inmate, or
prisoner, or other person under confinement or custody in any other manner.
However, in order to prevent labeling, branding or shaming by the use of
these or other derogatory words, the term “prisoner” has been replaced by this
new and neutral phrase “person deprived of liberty” under Article 10, of
International Covenant on Civil and Political Rights (ICCPR), who “shall be
treated with humanity and with respect for the inherent dignity of the human
person.”
•Prison – refers to a government establishment where national
inmates/prisoners serve their sentence. Philippine prisons are also known as
penal colonies or Prison and Penal Farms. There are a total of seven (7) penal
colonies presently under the control and supervision of the Bureau of
Corrections.
•Reception and Diagnostic Center – The camp for Directorate
for Reception and Diagnostics where newly admitted inmates are
quarantined and subjected to a battery of test (physical,
psychological and medical) for a defined period (approximately 60
days) before classification is conducted.
•Reformation – refers to the rehabilitation component of the
BuCor’s present corrections system, shall refer to the acts which
ensure the public (including families of inmates and their victims)
that released national inmates are no longer harmful to the
community by becoming reformed individuals prepared to live a
normal and productive life upon reintegration to the mainstream
society.
•Release – refers to the procedures where an inmate is
discharged from prison by expiration of sentence;
granted parole, grant of any other forms of executive
clemency, and order of the court or competent authority. 
•Visiting Area– A facility where visitors of inmates are
accommodated
•Visitors: Immediate family members, relatives, friends,
common-law wife
II. Environment Analysis

MICRO ENVIRONMENT

1. Strength
•Aid of communication is easier, accessible, and more than possible since
we’re using family and relatives in bridging the gap for information
dissemination
•Increasing awareness to families of PDL about the benefits in enrolling in the
education section of the bucor’s reformation program
•As bucor employee, we had this strong stigma to encourage them to study as
to take advantage of GCTA offered by the government
2. Weaknesses
•Disadvantage in the part of PDL who are far away from their
relatives and families
•Frequent transfer of prisoners between correctional facilities
•Staff shortages, lack of educational resources in prison,
libraries
MACRO ENVIRONMENT

1. Opportunities
•Congestion rate and percentage of discharge PDL
will lessen in a shorter period of time
•PDL through GCTA will help bureau in at least
eliminating the number of PDL a year
•Change in behaviour, way of thinking, additional
skills and knowledge, increasing literacy skill that will
surely utilized outside the cell in preparation to the
outside world
2. Threat
•Limited government program outside the bureau
after the discharged of the PDL
III. Target Adopter Analysis
A. CHARACTERISTICS
1. Demographic Profile
INMATE POPULATION
PsDL POPULATION OF RDC AS OF JULY 20, 2019
NO. OF NO. OF INMATE
BUILDINGS DORMITORIES POPULATION Average/Cell

BLDG. 3 27 158

DTRC BUILDING 1 1,364

54
GRAND TOTAL 28 1,522
1. AS TO NATIONALITY
FILIPINO 446 100.00%
AMERICAN   0.00%
CAMEROONIAN   0.00%
CHINESE   0.00%
DEUTCH   0.00%
INDIAN   0.00%
NIGERIAN   0.00%
MALAYSIAN   0.00%
KOREAN   0.00%

TOTAL 446 100%

2. AS TO AGE
CICL 2 0.45%
19 - 21 YEARS
OLD 9 2.02%
22 - 39 YEARS
OLD 232 52.02%
40 - 64 YEARS
OLD 182 40.81%
65 YRS OLD AND
ABOVE 21 4.71%
TOTAL 446 100%
3. AS TO EDUCATION

COLLEGE GRADUATE 4 0.90%

COLLEGE LEVEL 23 5.16%

HIGH-SCHOOL
GRADUATE 90 20.18%

HIGH-SCHOOL LEVEL 121 27.13%

ELEMENTARY
GRADUATE 58 13.00%

ELEMENTARY LEVEL 109 24.44%

ILLITERATE 22 4.93%

VOCATIONAL 19 4.26%

TOTAL 446 100%

4. AS TO CONVICTION

INDETERMINATE
(MINIMUM BELOW 20
YRS) 319 71.52%

LIFE IMPRISONMENT 51 11.43%

RECLUSION PERPETUA 76 17.04%

TOTAL 446 100%

 2.Psychographic

The adaptation to imprisonment is almost always difficult and, at times, creates

habits of thinking and acting that can be dysfunctional in periods of post-prison
adjustment. Yet, the psychological effects of incarceration vary from individual
to individual and are often reversible. To be sure, then, not everyone who is
incarcerated is disabled or psychologically harmed by it. But few people are
completely unchanged or unscathed by the experience. At the very least, prison
is painful, and incarcerated persons often suffer long-term consequences from
having been subjected to pain, deprivation, and extremely atypical patterns and
norms of living and interacting with others. However, in the course of becoming
institutionalized, a transformation begins. Persons gradually become more
accustomed to the restrictions that institutional life imposes. The various
psychological mechanisms that must be employed to adjust become
increasingly "natural," second nature, and, to a degree, internalized.
3.Behavioristic
Prison environments are replete with aggressive
behaviors, and people learn from watching other.
 B. Geographic Location

Reception and Diagnostic Center is

located in Camp Sampaguita, Muntinlupa
City
 
C. Justification for Choosing the Item

We believe that family plays an essential part in the

reformation of the PDL. Since, it is during the 60-
day period at the RDC wherethe critical frontline
experience between prisoners, his family and the
new environment happens. All prisons rehabilitation
success depends on how the PDL accepts all the
changes around him.By the time the inmate is
 ready for transfer to any of the operating
prisons/institutions and penal farms of the Bureau of
Corrections, he has overcome his fears and prejudices,
has attained considerable adjustment to institutional
life, and is prepared to embrace and cooperate in the
implementation of his rehabilitation and treatment
program.
IV. Social Marketing Mix and Strategy

A. Social Product

1. We want our target adopter to see/perceive and

accept this program because it will benefit them as

follows;

Early Release

Literacy

Post-Release Employment
2. INTANGIBLE

B. Price

2 units 32 inch flat screen tv = 15,000.00php each x 2

= 30,000.00php
2 units 64GB flash drive = 499.00php each x 2
=998.00php
2 units 6 x 9 feet tarpaulin =1,500.00php each x 2
=3,000.00php
300pcs flyers/leaflets =3,000.00php

TOTAL =36,998PHP
C. Promotion
1. Advertising
a. Print -flyers/leaflets, tarpaulin
b.Broadcast–audio-visual
presentation
2. Personal/Direct marketing effort
Orientation by the group members scheduled on
Wed. to Sunday @ 7:30am – 8:00am
D. Placement
To reach our desired target adopter we will
tapped the following channels to enable our
campaign;

DRD

RDC Head and personnel

IT personnel
 V. Budgetary/Logistical Requirements

A.Funding

2 units 32 inch flat screen tv = 15,000.00php each x 2

= 30,000.00php
2 units 64GB flash drive = 499.00php each x 2
= 998.00php
2 units 6 x 9 feet tarpaulin = 1,500.00php each x 2
= 3,000.00php
300pcs flyers/leaflets = 3,000.00php

Electrical tools and equipment = 5, 000.00php

B. Timetable (Prospective timetable for the month of
September)

PROCUREMENT 1st Week

INSTALLATION 2nd Week

IMPLEMENTATION 3 Week
rd

MONITORING & 4th Week

MAINTENANCE
onwards
 VI. Implementation/Tactical Plan

  FRAMEWORK

Request letter to higher authorities for the

approval of the campaign (Superintendent)

Coordinate with the heads of the Section

 Education Section, IVSU, Overseer, IT Department,

Setting up the place at the Inmate

Visitation and Service Unit
 TV, flyers, tarpaulins

Orientation of visitors by Officers on Wednesday

to Sunday (7:30-8:00AM)

Playing of the 15 minute video about Education

Programs from 8:00AM to 3:00 PM
MONITORING

Number of enrollees since the start

of the campaign
Number of successful graduates &
completers from the program
Monthly TASTM by IDPD/ Document Section

Literacy level of the population (Overseer)

Number of referrals by Directorate for
External Affairs
Thank
You!