This document outlines a marketing campaign for the Metrobank Go! Mastercard credit card. The campaign aims to increase revenue by promoting the card's rewards program which allows customers to earn points for shopping that can be redeemed for flight discounts. An email campaign will target tech-savvy Filipinos aged 18-45 offering a 30% flight discount when booking with points from the credit card. The email campaign costs significantly less than print at $650 versus $48,620 for 50,000 recipients, allowing more of the $850,000 budget to be spent on other initiatives. Metrics and a cost-benefit analysis are provided to evaluate the program.

1. Metrobank Go! Mastercard

2. Group 5 Section B Group Members Marla Rances Lawrence Kasman Myra Santos TeoDacanay RizaLabis

3. Metrobank Card Corporation Member of the Metrobank group of companies Partnership of 2 giants in the industry, Australia New Zealand Banking Group (ANZ) and Metropolitan Bank and Trust Company (MBTC)

4. Metrobank Go! Mastercard Metrobank Card’s answer to consumers who are looking for the best privileges and value-added service The only credit card that effectively combines shopping and flying through the accumulation of reward points A credit card which is perfect for those who love shopping and travel

5. OBJECTIVES Business Objective Increase revenue of Metrobank Card Corporation Marketing Objectives Brand Awareness Acquisition Conversion Loyalty

6. TARGET AUDIENCE Between 18-45 y.o. tech-savvy Filipino Belongs to the B and upper C market Loves to travel Loves to shop online or offline Spends Friday nights at the different watering holes of Metro Manila Hies away to Boracay, Palawan, Bohol, Hong Kong, Singapore for a short vacation

7. “Buy and Fly with Go!” Email marketing campaign to be launched to the 50,000 email list shared with Cebu Pacific informing them of the latest promo Promo Promo to run from May 16-August 15, 2010 Email campaign will be launched from May 8-15, 2010 A 30% discount will be given upon purchase of a Cebu Pacific ticket using Metrobank Go! MC Cardholder will be asked to opt-in upon availment of the promo

8. “Buy and Fly with Go!” A second email will be sent immediately thanking him for participating in the promo For those who did not participate immediately, a follow up email will be sent using a autoresponder after two weeks from initial sending Upon opting-in, the cardholder becomes a member of the Go!Go! Club wherein a newsletter will be sent monthly. The newsletter features tips on travel, wise spending, fashion, good food, etc;

9. “Buy and Fly with Go!” Ongoing discounts and promos, personal loans, event invitations, and other information that is useful to the cardholder A parallel campaign will be launched by printing the promo mechanics just below the transaction details of the cardholder’s statement of account

10. Get a 30% Discount when you use Go! MasterCard in flying to any domestic destination via Cebu Pacific. Promo runs from May 16-Aug. 15, 2010. For more details, please log in to www.metrobankcard.com or email travel@metrocard.com. You can also text to 2896 the following:<First Name> space<Surname>space<Email Address>.

11. COST Email marketing campaign Example: Newsletter More cost effective Requires less time in preparing For a 50,000 mailing list, a newsletter will cost $48,620 if printed while an email will cost only $650.00 It will take 17 days for a printed newsletter to reach its audience while it will only take 6 hours for an email

12. COST $48,620 vs $650 17 days vs 6 hours http://korbyimagery.com/email-marketing/cost-comparison/#ixzz0hyjuMTI Additional costs to be added to above Autoresponder Email Service Provider

13. COST Budget – P850,000 With email campaign, Metrobank Card Corporation will be able to save P607,482.00

14. METRICS Source: Mailchimp