Group 7 BSBA-MM 2 BMM 2107 1:30-3:00 PM (TTH)
Andales, Christine Myles G.
Bongo, Alexis Earl Niño J.
De Guzman, Enjel Gabrielle C.
Mortejo, Shan Danielle M.
Roble, Chris Andre P.
Turla, Eloisa Marie T.
1. Public Relations
1.1. What is the effect of the PR campaign (i.e. what’s good and bad about it?)
A. Angkas Safety Fiesta
Last September 2019, Angkas held an event called “Angkas Safety Fiesta” and almost
a thousand riders attended. It’s a series of events that aim to promote motorcycle road safety
among Filipino riders. The events included a Safety seminar, Dental Mission, Gymkhana
Tournament, Free Haircut & Massage ug Skills Training. At the event, showbiz personalities
and musicians like Andrew E
Like any other events, Angkas’ goal was to make their connect with both the riders
and drivers of the Angkas Service as it is said in the given article “pagpalambo sa kaluwasan
sa pagmaniho sa motorsiklo labina isip sakyanan sa publiko.” It basically means that Angkas
was successful in showing the public their care especially for their customers.The good thing
about the given campaign is that it helped Angkas spread to the masses about their service
by lending a helping hand towards the people, this also served as an onboarding activity for
new Angkas biker-partners, with the objective of being able to service more Cebuano
commuters at a time and helped them let the people know that even as Cebu continue to
suffer with heavy traffic, Angkas will not stop helping the Cebuanos by providing efficient
transport whilst providing a decent means of livelihood for people that own a motorcycle.
B. Angkas offers use of plastic dividers to prompt revival of motorcycle taxi operations.
The good effect of this PR campaign is that it would protect the motorcycle owners
and passengers and somehow result in lowering risk of spreading the virus, also because the
pandemic caused the riders to stop doing their daily jobs this resulted in them not having
little to no money to support their daily needs, but the catch about this campaign is that the
plastic dividers did not give 100% proof that the risk of spreading or getting the disease
would be zero.
1.2. Who is the audience (i.e. publics) for this PR campaign
A. Angkas Safety Fiesta
For this specific PR campaign, the target audience were of course the commuters and
motorcycle owners in the area, the general public were also one of the audiences for the
company’s campaign.
B. Angkas offers use of plastic dividers to prompt revival of motorcycle taxi operations.
The audience for this campaign is the commuters because they are the ones that need
the service and it is also for the motorcycle owners, basically the general public is also
included in the campaign.
1.3 Why is it launched?
A. Angkas Safety Fiesta
The Angkas Safety Fiesta campaign was held in different parts of the country last year
with the one in Cebu was held in September 2019. It was during this time that heated debates
and public uproars about the legalization and regulation of motorcycle taxis spread across
the nation and in line with this, the Angkas Safety Fiesta’s main objective is centered on the
call to the government to speed up the legalization of motorcycle taxis. Angkas took this
opportunity to launch the Angkas Safety Fiesta campaign to remind the government to speed
up the process of legalizing their services. Moreover, the campaign also served as a job fair
for thousands of jobseekers. Aside from the many free activities, such as the free haircut,
musical concert, raffles, etc., that Angkas set up for their bikers and other participants, the
event also had an onboarding activity for new applicants. Aside from that, Angkas also
provided motorcycle safety seminars and skills training sessions for the riders to improve
their skills in riding their vehicles so that they will come out as well-trained and safe riders.
For those reasons, the customers or passengers will have more trust in their riders because
they are safe with these professionals.
To summarize, the objectives of Angkas with the Angkas Safety Fiesta include to
remind to the government to speed up the legalization of motorcycle taxis, to provide new
and aspiring applicants the opportunity to a stable job, and lastly to gain the trust of the
public by showing that Angkas is a company that prioritizes not only the credentials and
livelihood of their biker-partners, but most importantly the safety of their passengers and
public commuters as a whole.
B. Angkas offers use of plastic dividers to prompt revival of motorcycle taxi operations.
Since we are in the time of pandemic, Angkas was not able to continue their
operations and services due to lockdown. And with that, the authorities of Angkas made a
proposal that they will amend the use of plastic dividers for their passengers and also that
passengers must provide their own helmet and facemask in order to limit contact between
the ride and passenger or to minimize the dangers of the public health crisis to its riders. And
the reasons why they proposed this mandate was that the government will only allow them
to operate under such circumstances.
The Angkas authorities said that it should have motorcycle safety dividers in order to
help the riders and passengers keep safe against the covid-19. So, Angkas showed care for
their passengers and riders. Also, they make this proposal so that their customers will not
have hard time finding transportation since the jeepneys are not viable to operate. Ankas
proposed to make motorcycle taxis to serve as shuttle services for select companies with
pre-registered passengers. With the pre-registered passengers then it can be easy to contact
tracing with the authorities of DOH or IATF (Inter-Agency Task Force for the Management of
Emerging Infectious Diseases) for those who might later test positive for covid-19.
1.5. Using Exhibit 24.7 as your template, write a Press Release for USC-SBE-BA
NEWS PR CONSULTANTS
Address Details
Contact: Enjel Gabrielle C. De Guzman
Address: P. Del Rosario St., Cebu City
Phone: 09432020980
Email:
[email protected] Ref. Code: 1009202001
FOR IMMEDIATE RELEASE
“TATAK CAROLINIAN” ENTREPRENERUS DOMINATE ONLINE MARKET
CEBU CITY, PHILIPPINES – Amidst the ongoing Covid-19 pandemic, many Business Administration
students from the University of San Carlos have taken the opportunity to establish small yet
quickly growing online businesses. With the economic recession, many Cebuano households are
now experiencing financial difficulties, and this has prompted Carolinian Business Ad students to
start their own online business to help with their family finances. The University of San Carlos
School of Business and Economics Department of Business Administration (USC-SBE-BA) has
launched their new program “TATAK CAROLINIAN” to help promote these Carolinian businesses.
The “TATAK CAROLINIAN” program headed by Joyce Natalie Yang, a Marketing professor at USC,
is a program intended to help these Carolinian entrepreneurs with their online businesses. The
program provides a monthly webinar to teach these young business owners both the basics and
the complexities of running a business as well as helping these Carolinian entrepreneurs build
linkages with other businesses and key players in the industry.
“It’s inspiring to see our students start their own business despite the situation and despite still
being students and it’s very fulfilling for me as a their teacher to see that they actually apply what
they have learned in school,” Yang said in an online conference call.
The increasing number of Carolinian-owned online businesses prompted Yang to propose the
“TATAK CAROLINIAN” program and last September 20, 2020, the program was officially launched
to the public via social media platforms such as Facebook, Twitter, and Instagram.
The program is open to all USC students who already have businesses as well as aspiring
Carolinian entrepreneurs.
- MORE -
“Our aim with this program is to encourage our students to not only start their own small
businesses but to also support Carolinian-owned SMEs. In these trying times, we really need the
cooperation of everyone to survive,” Yang said.
The program is also in collaboration with the USC SBE Council, USC IDiscount, a project by the
USC Supreme Student Council bringing USC students discounts and privileges to many business
establishments, and Kapamilya Negosyo Na (KNN), a social entrepreneurship program of the USC
SBE alumni association.
- END -
This press release is intended to be submitted to the official publication of USC,
Today’s Carolinian, and local publications such as Sunstar Cebu, Cebu Daily News, and The
Freeman Cebu as an online news article to be posted on the Business section of said
publications.
2. Events & Sponsorships
2.1. Show two (2) examples of events that your company sponsored or organized.
A. “Save Angkas Movement “
Last 2018; Angkas announced in their social media accounts that the Supreme Court
released a Temporary Restraining Order for their operations. Back then they had a court
appeal to continue business operations but this was hampered because of the TRO. For quite
some time people were unsure whether Angkas would be able to survive this situation and
it also made a lot of people anxious because more than 25,000 Angkas bikers, whose
livelihoods were dependent on the ride-hailing app, and their families were at risk of losing
their source of income because of the TRO.
But despite the struggles and negative attention that Angkas had to endure, it’s
employees and riders were hopeful that eventually, it would be saved from the possible
discontinuation. With that in mind, Angkas started the #SaveAngkas Movement that will help
legitimize the motorcycle taxi operations. This movement was a set of programs and events
that aimed to save the ride-hailing app and to spread awareness in order get more support
from the public.
Despite the TRO, they still continued to provide service to all commuters in the
Philippines. Back then it seemed like a risky move to make but the company just couldn’t
ignore the pleas of the Angkas users and their riders. They also had a Unity ride and a
#SaveAngkas petition.
The Angkas riders and patrons held their unity ride on December 15, 2018 and even
the Angkas CEO, Angela Tham, was present in order to unite everyone in their stand. The
petition was also started in order to save the business and to legalize their operations. This
event really made Angkas closer to the people and they also managed to gather a lot of
patrons and supporters as well as new employees/riders.
They ended this movement with a Thanksgiving concert in order to express their
gratitude for all the love and support that they received. This concert was held on December
22, 2018 at the Quezon City Circle Mainstage and a lot of famous celebrities and singers made
an appearance in the event.
B. Angat.io Community App Launch Party
Last January 15, 2020, Angat.io launched an app that will help people find and get in
touch with mentors that will guide them in developing their own softwares. The app serves
as a platform that molds good software developers into amazing and professional ones via
free mentorship, exclusive resources, and career development opportunities. This event’s
only sponsor was Angkas and they provided a discount coupon that the event goers can use
in order to make their transportation fee a lot cheaper for the whole day.
2.2. Using the sponsorship examples you identified in #2.1., evaluate these strategies,
as detailed in chapter 26, in terms of:
2.2.1. Strategic fit
Strategic fit is one of the criteria in accomplishing a competitive advantage in
sponsorship. In this criterion, a company must determine which entity to sponsor
without compromising the initiatives and goals of the company. For short, it is the
ability to choose and establish the best fit which can give favorable results to the
company. Angkas is a company that focuses on reliability and convenience, it makes
sense that they would sponsor an event by Angat.io. This event is a launch party for
an app that provides mentorship to aspiring software developers. Knowing that
Angkas is also an app-based business and is very vocal in supporting startups,
technological innovations and educational workshops, it’s not surprising that they
would sponsor this kind of event. Also both companies portray the same image of
being creative, pedagogical and modern.
2.2.2. Difficulty in imitation
Difficult to imitate is also one of the guidelines in achieving the full benefit of
sponsorship. In this principle, both entities bound by the sponsorship should not only
have a strong name association between themselves, but also hold a competitive
advantage of being difficult to imitate. Angkas’ one way of creating a name association
with Angat.io is through offering discounts to all attendees of the app launching event.
In this way, the participants will remember Angkas’ sponsorship of Angat.io. If you
measure its difficulty to imitate in this sponsorship, I would say it’s in the middle. For
the reason that, sponsorship of app launching events and offering discounts have
been performed by other companies (Grab and Foodpanda). Although, in my opinion
it’s still not so easy to imitate, because Angat.io’s target market focuses on tech savvy
individuals, which means it is a smart move for Angkas to exploit less penetrated
markets and limited markets. Aside from the fact that Angkas and Angat.io sounds
similar and is easy to remember, both companies also portray the same image of
being innovative and go-getters.
2.2.3 Tradability of Resources
For the “Angat.io App Launching”, we can say that the sponsorship of Angkas
was able to increase the value of the business and the event that they were
sponsoring. Like the app that aims to make mentorship and communication more
convenient and efficient, Angkas, being a ride-hailing app, more-or-less shares the
same ideals and goals by making transportation less hassling and more efficient
through their services. With Angkas being a business that’s online and administered
through an app, it shares many similarities with the main subject of the launching.
This makes it harder to trade for another sponsor since it not only makes the event
more convenient for the attendees but it also looks good for publicity and relevance
to the main point and subject of the event.
It maybe tradable for any other ride-hailing platforms but doing will cause
more adverse impact to the one employing Angkas than the other way around.
2.2.4 Limits to Competition
In order for a sponsorship event to truly have its own effective competitive
advantage, there must be an existence of an ex ante limits to competition. Ex ante
means that these are any type of predictions that are made before an event or before
consumers become aware of the sponsorship that is going to take place. Moreover,
this also refers to future events such as the potential returns or losses that a company
shall acquire. In every sponsorship, risk is always inevitable because there is always
a chance for failure to occur. Ex ante limits to competition suggests that before a
company or firm establishes command over a set or resources, there must be limited
competitions.
The Angat.io Community App Launch Party was a free event open to anyone
who will register through their website. Although this event was not exclusive, it did
not gain a very huge amount of participants or attendees. Less than 300 people
participated however, Angat.io was focusing more on building a strong and
personalized connection between their invited mentors and the aspiring mentees.
Angkas was actually the only sponsor for this event so they really had the spotlight
on them. Risks are always still inevitable, because what if the participants would not
be enticed enough to try Angkas or they would just have passive thoughts about their
sponsorship.Angkas might accumulate a loss on their end. However, the company
strategically did not only sponsor this event but they also offered special ride
discounts to the participants and that is why it is impossible for Angkas to not receive
new potential customers and reinforce trust and reliability to their existing
customers and patrons. Moreover, Angkas was featured on Angat.io’s official
website and Instagram account and by doing so, Angkas has expanded their market
share even to niche markets such as software developers and the like.
2.3 Benefits and Negative Effects of the Sponsorship Event to the Company
The Community App Launch Party organized by Angat.io was a very essential event
that connected mentors to mentees through a community web application so that mentees
will be molded into great software developers.Although the registering participants were
not more than 500 people, this event was still able to give Angkas the opportunity to expand
their brand awareness and reassure their customers that they are a safe and reliable
company by encouraging trial and use. One of the crucial benefits gained for Angkas is that
they were able to enhance their community image building by offering discounted rides if an
individual will register at this free event. This shows that Angkas cares about making their
services more enticing for trail and available for people regardless if they are sponsoring a
major event or not. The community image being built by Angkas is being reinforced that they
are a company who really serves the people and masses, to be more specific. They care about
the availability, convenience and affordability of their services. Another sponsorship benefit
gained by Angkas through this launching event is the marketing leverage. Marketing leverage
is the ability to generate profit increase from low-cost or no-cost marketing methods and by
being the only sponsor for this free event, Angkas had a very high potential to attract new
and returning customers. Since they also offered discounted rides, it is very unlikely for the
registering participants to not hop on this opportunity to grab unless majority had their own
other means of transportation.
Lastly, Angkas was also able to increase their media leverage. Yes, the event may not
be that huge but Angkas was the sole sponsor for this event, so they were really put on the
spotlight. Moreover, on the official website and Instagram account of Angat.io, Angkas was
also included in their event article and posts so this feature alone already gave Angkas more
exposure which will definitely increase their brand reach regardless, especially to a different
niche like people who are into software development even if it’s just by a few more
customers and this opportunity wouldn’t be available to them if they just focused on
promoting through their own social media platforms. Overall, this sponsorship of Angkas
was really effective and it brought them positive benefits and feedbacks. There were no
negative impacts because negative associations were not present since Angkas did not
endorse any personality that may be controversial or useless. Sponsorship clutter is also
non-existent since Angkas was the only sponsor for the event. Over-commercialisation did
not happen since the event itself did not have a very wide coverage and when it comes to
evaluation problems, the positive and significant benefits being gained is measurable since
the event and its participants were quite limited, it is possible for Angkas to assess the
effectiveness and efficiency of their sponsorship activity if they invested on the right tools
and people to monitor these.
