Retirement Planning

1. Facebook
Marketing Plan

2. Outline
 What theory was applied? How?
 What was the plan? Objective?
 What was the result (metrics)
 What were the learnings (plan vs result)
 What shall I do in the future because of my
learnings.

3. Theory Applied
The New Customer Path Theory was applied in this
marketing plan
Aware
Appeal
Ask
Act
Advocate

4. Aware
 Almost all Filipino are aware that we spend money everyday & before we
acquire that money we have to work as employee, self employed or OFW.
 To make them aware that when we stop working money will stop coming
in, & it will happen when we retire.
 That is why we should save for that real future.

5. Appeal
 We should realize that planning for retirement should be included in
our priorities.
 There are things we should understand to effectively prepare for it &
that includes learning more about it & the discipline to execute
faithfully what we have learned.

6. Ask
 We should be able to change & improve the mindset of all Filipino on
retirement planning, by successfully engaging them to have the desire to
learn more about:
 how to prepare? health, financially…
 what are the available options to grow our money, save & invest…
 how much to save for retirement?
 when to start?
 how to sustain?
 how to involve other members of the family?

7. Act
 Decide to save the amount early & consistently that would be sufficient to
sustain the lifestyle they aspire after working for 30 to 40 years, & be
confident that there savings will sustain them 30-40 years after retirement.
 Commit to act early, the best time to start saving & planning for retirement
is as early as 25 years old or the 1st
time they earned their 1st
income.
 The earlier they save, the easier & the earlier they will achieve their
retirement goals.

8. Advocate
 With the realization that Filipinos are least knowledgeable when it comes
to preparing for retirement (East Asia Retirement Survey), there is a need
to educate other Filipinos

9. Advocate
Philippines is highest on dependency with the government about their retirement

10. Advocate
 Philippines is number 2 on workers who are anxious about their retirement

11. How was it applied?
The new customer path theory is applied in a through a
Facebook page campaign to reach out the target market.
Awareness- Facebook page was created & promoted, target
market was identified, make invites with FB friends to connect with
more people
Appeal- Advertise the website to get more visitors
Ask- Promote to get more people to see & engage with page posts
Act- Connect more people to the page
Advocate- Boost the post to get more people to see & engage with
the Page posts

12. The Plan/Objective
 The plan is to promote the page to instill awareness &
curiosity on Retirement Planning by emphasizing the
failures & regrets of our existing retirees so us not to
repeat their mistakes.
 Page promotion for 1 day
 Started Jan 14, 2019
 Target Age 17-50
 Location Tacloban City, Eastern Visayas
 Spent P260.00

13.  I posted 3 pictures depicting Retirement Planning to attract
attention to my page

14. Initially after creating my page, I invited 10 of my friends to like my
page, immediately after 30 minutes I received 3 likes.
Then I promote my page for P260.00/day for 1 day with estimated
reach of 988-4.9k/day. Age group 17-50 years old, within Tacloban
City.

15. The Result
Relevant portions of the campaign
(Before)
Page Reach: 1
Page Views: 13
Page likes: 3

16. Before

17. Before

18. Before

19. Relevant portions of the campaign
(After)
Page Reach: 1,696
Page Views: 38
Page Likes: 133

20. After

21. After

22. Learnings
Facebook Campaign-
Has the ability to reach targeted audience
Advertising is fast
Drives immediate results
Builds brand awareness
Advertising is measurable (number of likes…)
Helps increase touchpoints
Can engage website visitors
Builds engagement
Budget friendly

23. Learnings
 Marketing has changed because of technology, from traditional to
digital.
 Marketers needs to brace for the changes & adopt to the fast
developing digital economy.
 It is now easy to reach potential customers to make them aware of
products & services
 Authenticity or the brands character is very important, we cannot
deceive our customers as they have access to information & they
are socially connected to each other.

24. Plans in the future
 Improve the page to engage more audience
 Promote more to be able to improve on other touchpoints of the
customer path, the APPEAL, ASK, ACT & ADVOCATE.

25. Thank you Prof & classmates for the learnings. God bless us!