Empowering Filipino SMEs Through Targeted Financial Literacy Webinars

Client: Sun Life Philippines
Project: Sun Life Digital Marketing Webinar - Digital Event Management

In line with its commitment to help Filipinos build a brighter future, Sun Life Philippines launched an initiative to equip micro, small, and medium enterprises (MSMEs) with practical tools to achieve their financial and business goals. In collaboration with VCS, Sun Life rolled out a series of targeted financial literacy webinars designed specifically for Filipino entrepreneurs.

Before developing the webinar series, VCS conducted research, drawing on available insights and the team’s extensive experience working with MSMEs. This allowed us to identify recurring pain points which shaped the themes and flow of the webinars.

Each session brought together respected industry experts to deliver an engaging, interactive learning experience:

• Prof. Maria Elena Herrera – Associate Professor at the Asian Institute of Management, who discussed risk management and financial planning to help MSMEs mitigate uncertainties through informed decision-making.
  

• Josiah Go – Acclaimed business strategist and Chairman of Mansmith and Fielders, Inc., who shared fresh perspectives on business model innovation and spotting new market opportunities.
  

• Carlo Ople – Digital marketing leader and entrepreneur, who offered insights on building a strong online brand and connecting effectively with target audiences.
  

• PJ Lanot – Host and entrepreneur, who facilitated discussions while sharing practical business tips from his own entrepreneurial experience.

VCS produced two flagship webinars under the campaign:

Bright Business Blueprint
Speaker: Prof. Maria Elena Herrera | Host: PJ Lanot
Focused on building a resilient brand and ensuring business continuity, the session tackled practical strategies for brand management and financial preparedness.

Business in the New Normal: Designing and Pivoting Your Business for Success
Speaker: Josiah Go | Guest Insights: Carlo Ople | Host: PJ Lanot
Centered on adapting to disruption, this session offered actionable advice on refining business models for strong customer relationships and preparing for long-term growth.

Participants gained actionable knowledge in financial management, marketing innovation, and strategic growth planning to address the needs of MSMEs to secure their future.

To maximize reach and impact, VCS handled the campaign end-to-end:

• Concept Development  – Aligning webinar themes with MSME challenges.

• Creative Collaterals – Speaker profiles, promotional graphics, and webinar presentation decks.

• Digital Event Management – Hosting, audience interaction tools, and technical support.

• Content Production – Teaser videos, event banners, and social media posts for targeted outreach.

This integrated approach ensured that the webinars reached a wide network of Filipino MSMEs and reinforced Sun Life Philippines’ positioning as a trusted partner in financial literacy, business resilience, and SME empowerment.