Following the changes seen in recent posts by De La Salle Lipa’s (DLSL) official Facebook page, the Strategic Communications (StratComm) assures the Lipasallian community that the name “La Salle Lipa” would only be used for marketing purposes, May 3.
Dona Orcena, the Director of StratComm, said that non-Lasallians more commonly refer to the institution as “La Salle Lipa” rather than “De La Salle Lipa”, prompting efforts to enhance the promotion of its La Sallian brand of quality education, while establishing its unique identity as De La Salle’s Lipa campus.
“It’s a colloquial term, and it’s commonly used. ‘Di ba pag nasa labas tayo at sasakay tayo, [pag tinatanong tayo ng] ‘pasaan kayo?’, ‘sa La Salle Lipa’. When you [ask] a parent ‘saan mo gustong mag-aral ang anak mo?’, [they’ll say] ‘sa La Salle, d’yan sa La Salle Lipa’,” Orcena stated.
Furthermore, she said that it was through market research that they determined this strategy would benefit the school’s brand establishment and digital promotion.
“The school engaged with a third-party marketing company, with the purpose of determining the perception of our market on our brand of education. Moving forward, we would like to know how we are being perceived by our stakeholders,” said Orcena.
She emphasized that the marketing strategy would retain the institution’s official name while focusing its promotional efforts on its target market.
In response to feedback which StratComm received from the Lipsallian community, she added that both the student body and the school’s stakeholders need not to be concerned over whether the school is changing its name or not.
The student body will not observe nor experience any direct effects, as diplomas and transcripts will still use “De La Salle Lipa.”
Article by: Mharq Ghierzey Abe
