Direct Marketing and Public Relation on Strategies of Private Sectarian Colleges and Universities in the National Capital Region

Abstract

The main objective of this study is to assess the effectiveness of direct marketing and public relations on strategies of private sectarian colleges and universities in the NCR as assessed by first and second year students. Stratified random sampling was used to 1500 respondents from four colleges and universities in NCR to come up with the targeted 300 respondents The study employed a descriptive research design and were collected using the self-made questionnaire as its main instrument. Key findings revealed that most of the respondents were female with family income ranging from less than P10,000; were from public schools, and were currently enrolled in a 4-year program. Moreover, the respondents assessed Advertising, Sales Promotion, Public Relations and Direct Marketing as “effective” direct marketing and public relations on strategies. When grouped according to sex, Advertising and Public Relations had statistically significant assessment, while Sales Promotions and Direct Marketing had none. The findings further reveal that when respondents were grouped according to Average Monthly Family Income, only Public Relations has a statistically different assessment, while Direct Marketing and Advertising had none. However, when grouped according to type of school graduated from, all variables of promotional strategies had no significant difference in assessment. In terms of types of academic program enrolled in, Advertising, Sales Promotions, Public Relations had significantly different assessments, but only Direct Marketing is different. This study concludes that Advertising, Sales promotions, Public relations, and Direct marketing were all effective direct marketing strategies and an effective way of promoting public relations of some private sectarian colleges and universities in the National Capital Region. The study recommends the use of video-interviewing and gamification to improve recruiting practices and the use of Mailchimp or Aweber software to email monthly subscriptions of newsletters.