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[Legacy Lumine] More with Marketing: Taking the Next Step in Excellence

Words by Gaby Capule and Keegan Bernardo

Art by Gabs Cawili and Liane Baylosis

More with Marketing. This year, UP JMA took it one step further in achieving marketing excellence through the culmination of its projects of our different teams.

Despite limited face-to-face interactions, UP JMA's teams did not see these as roadblocks, as proven by the successful marketing activities and campaigns achieved by the different teams and the organization as a whole. These are the projects and initiatives of the University of the Philippines Junior Marketing Association (UP JMA ) that embodied #MoreWithMarketing during the school year 2021-2022.

But the question is, how was marketing excellence achieved by the organization’s different teams? Let's check out the teams and projects that embodied #MoreWithMarketing.


Cultivating marketing excellence with MarkEd Access Granted

In the past two semesters, with its holistic and relatable initiatives, the MarkEd Access Granted team has achieved its primary goal of cultivating the marketing competence of public high school students around the country.

The team started the year strong by conducting Think Like a Marketer: How to Turn Customer Feedback into New Business Ideas last October, which had a turnout of more than 630 live attendees. Here, aspiring young marketers were able to get an idea on how to transform market insights into successful campaigns from experts Pierre Samson of McDonald’s and Juni Ty of Lazada.

This seminar was followed by Marketing in Action: How to Position Your Brand to Disrupt an Industry, with Jenny Wieneke of Tokyo Tempura, Karla Zulueta of Pizzulu, and Steffi Santana of Lola Nena's. These three strong women in the field were able to share their knowledge about market gap analysis, unique selling propositions, and the big idea.

Finally, just last April, the Access Granted team also conducted the workshop From the Ground Up: How to Jumpstart Your Business. Speakers Neyza Indonto of Anindot Thrift and Richia Chua of The Cubic Studios were able to impart their insights on how they’ve been able to grow their respective businesses during the pandemic.

Now online, Access Granted transitioned to building a 2,740 member-strong online learning community in which relevant webinars were featured, an online marketing resource drive was published, and conversations between members of the organization and our partner schools were held, all in all to help both students and teachers access relevant marketing education and encourage the exchange of ideas between budding marketers from different schools, fields, and backgrounds.


MarkEd 360° Next: A platform for budding marketers

MarkEd 360° Next, the premier marketing inter-high school level marketing competition for budding marketers, provided a platform for high school students to learn all about the world of Integrated Marketing Communications (IMC) through an educational campaign and case competition.

Firstly, MarkEd 360° Next held a case competition in the first semester with Star 360, a distributor of school and office supplies in the Philippines. To help them in crafting their competitive IMC campaigns, students from Grades 9-12 with a passion for marketing learned the basics of IMC through a marketing bootcamp. Here, participants were able to learn from first-hand experiences of experts in the field, hearing from Summa Cum Laude graduates and UP JMA alumni Elaine Co Tan and Francesca Siasoyco, and Star 360's Michelle Diaz.

Their MarkEd 360° Next experience then culminated with a case competition held from November to December 2021. Over 100 high school students crafted an IMC campaign for the brand Paper Mate and their product of Kilometrico ballpens, with the aim of sustaining market relevance and of being a staple for elementary, high school, and college students. By challenging the youth to create initiatives for like-minded markets, they are given the opportunity to innovate and impact the lives of fellow students.

For the second semester, MarkEd 360° focused on IMC education through a series of interactive online posts and a culminating marketing bootcamp. Posts released covered analyses of famous brands, case competition tips from student marketers, basics of IMC-making, and interactive posts that discuss students’ opinions on marketing strategies. Meanwhile, the bootcamp invited student competition veterans and young entrepreneurs to discuss how IMC is applied to their businesses.

MarkEd 360° moves past regular workshops and competitions, taking a 360-degree approach to training and honing participants through guided modules and mentorship programs with industry professionals.


Purposeful marketing: #HandaHalalan by We Champion

Marketing with a purpose. True to its name, We Champion championed the Filipino voter through #HandaHalalan, a year-long initiative advocating for good governance by providing ample knowledge in preparation for the 2022 National Elections.

During the first semester of #HandaHalalan, the team directed its efforts toward educating the Filipino youth about voter registration as well as providing a deeper understanding of electoral activities through a variety of online events and publicity materials. Meanwhile in the second half of the campaign, #HandaHalalan focused on increasing awareness of the voting process and providing relevant information about the official candidates for the 2022 National Elections.

These efforts composed of a series of interviews, webinars, and podcasts that featured officials and personalities knowledgeable in the field of governance and politics. Among these are Director James Jimenez (former COMELEC Spokesperson and Director for Education and Information), Professors Dennis V. Blanco and Maria Ela L. Atienza, and student leaders such as Renee Co and John Carlo Borja.

Amid a time of rampant misinformation, We Champion empowers UP JMA to champion not only the Filipino, but also the truth – serving as a reliable source for accessible and digestible voter education during one of the most pivotal moments of Philippine history.


Rakrakan with a cause with Cosmos: An OPM Festival

This year, Cosmos provided yet another out-of-this-world benefit campaign that featured the best and emerging talents in the Filipino music scene.

Not only were avid OPM fans and listeners able to listen to their favorite artists, but the total donations of Php 129,000.00 from the event were directed to the Save Our Schools Network –– a network that aims to assist students, teachers, and volunteers for Lumad schools exercise their right to safe, quality, accessible, and dignified education.