Our Public Relations Program

for
AMA Education System
PR OBJECTIVE

Attract more enrollees to the AMA Education

System (AMAES) locally and internationally
in order to increase profitability

A Weber Shandwick Affiliate Company

STRATEGIES

1. Reinforce via publicity the positive factors associated with

the AMAES.
2. Leverage on the success of AMA Computer University to
reflect competence & academic excellence of the other schools
3. Enhance the public image of Dr. Amable R. Aguiluz V in
order to lend prestige to the local and global AMA Educational
System.
4. Protect and preserve good image and reputation of AMAES
by immediate action towards disparaging issues
5. Leverage the work and contribution of AMA foundation for
positive image and for generating more yearly events

A Weber Shandwick Affiliate Company

KEY MESSAGES

•As a result of solid I.T.-based education and the quality of

AMAES system, graduates reach their full potential and go
places

•AMA graduates are world-class

•AMAES has global reach

•AMA partners with top I.T. firms and healthcare organizations

to provide the best training and opportunities for its students

A Weber Shandwick Affiliate Company

TARGET MARKET

Primary

•Parents and relatives of prospective students

•High school students looking for affordable quality
education
•College drop-outs
•Graduates who want to shift careers
Secondary
• Relevant government institutions
•Elementary/High School guidance counselors
•Media
•General Public

A Weber Shandwick Affiliate Company

AWARENESS CAMPAIGN

A Weber Shandwick Affiliate Company

PRESS RELEASES

•Craft articles that highlight positive factors associated with

AMAES. We shall create slants targeting several sections of
broadsheets, glossy magazines, weekly magazines and
tabloids for maximum exposure.

•Tactic is to come-up with one omnibus article every month

supported by several school-specific articles and photo
releases.

A Weber Shandwick Affiliate Company

PRESS RELEASES
Positive factors to reinforce:

AMAES is:

•Asia’s pioneer and largest in IT-based education

•Students experience higher employability (testimonials)
•ffiliated with some of the world’s top companies engaged in
•Information Technology
•Reaped countless awards and recognition through the years
•helping deserving students reach their full potential through its
foundation
•A global player in the field of IT-based education and in other
fields

A Weber Shandwick Affiliate Company

MEDIA RELATIONS
Foster closer ties between AMAES and the media

Option 1: Media Lunches

• Invite 3 to 4 editors from the business/IT and lifestyle
sections of broadsheets for lunch every month
• This will be an informal gathering where AMAES can
personally share with the media new developments in
AMAES
• We shall also be providing media present with press
kits as guide

A Weber Shandwick Affiliate Company

MEDIA RELATIONS
Option 2: FAM trip

• Invite select media personalities to visit selected

AMAES branches abroad to highlight global reach
• Aside from tour of facilities, we shall schedule
interviews with AMAES executives, foreign
students, as well as successful graduates working
abroad for a year-long testimonial campaign

A Weber Shandwick Affiliate Company

COLUMN FEEDS
•Work for endorsement of AMAES from respected broadsheet
and tabloid columnists.

•Aim to bring credibility and awareness of the product, the

graduates, the employees, and the Ambassador

A Weber Shandwick Affiliate Company

ROADSHOW
•Set up an AMAES booth in high schools and malls around the
country to bring AMAES closer to the target market.

•We envision an interactive booth where visitors can surf

through AMAES’ web site, chat with professors & students and
even participate in a lesson in on-line education

•These will be supported with advertising and publicity for

maximum reach.
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