This case study for Uber is inclusive of situational analysis, media relations strategies, communication plan and timeline.

1. MEDIA CAMPAIGN PLAN
OCTOBER- DECEMBER 2020
Conceptualized by Simran Arora
For media queries, contact simran78arora@gmail.com

2. Situational Analysis -
Background - Uber Technologies, Inc. is an American multinational ride-sharing
company founded in March 2009 by Travis Kalanick. It offers services like
ride-sharing, food delivery (Uber Eats) and a micro-mobility system with electric
bikes and scooters. The company is based in San Francisco and has operations in
over 785 metropolitan areas worldwide. With over 110 million users worldwide
and 67% market share for ride-sharing in early 2019 and 24% market share for
food delivery in 2018, it is considered a market dominator and a leader in the
transportation industry.
Problem ​- Like other industries, the rideshare industry has taken a hit because of
reduced demand brought on by COVID-19. The safety and health of the Uber
community is the top priority. In order to slow the spread of Coronavirus, shared
cabs have been suspended in most parts of the world. Uber’s recent stock closed at
$14.82 per share, down more than 68% from its all-time high of $47.08. Although
the company has ample liquidity to get through the pandemic, the riding segment is
facing a 60% to 70% decline in areas hit hardest as rules of social distancing
become stricter.
SWOT -
1. STRENGTHS
● Ample liquidity
● Industry positioning
2. WEAKNESSES
● Lack of Employees - riders,
drivers
● Stock price
3. OPPORTUNITIES
● Show social responsibility
and accountability
● Elimination of
competition
4. THREATS
● Recession
● A decline in demand for services

3. Media Relations Plan -
Stakeholders​-
● Customers/ Passengers
● Drivers
● Investors
● Corporate Employees
● Media
● Community
● Government regulators
User Demographic -
● 52% of users are men.
● 65% of users are from the age range of 16-34 years.
● 94% of users come from urban or suburban backgrounds.
Media Strategies​ -
● Use a mix of brand social media channels as well as traditional media and
new age media outlets to get the key messages across to the target audience
● Record podcasts with guest speakers and video campaigns and use them as
tools to spread awareness about the initiatives
● Encourage user-generated content to advance engagement with stakeholders
● In print, focus on Tier 1 publications - trade and dailies to release exclusive
information about programs and to feature CEO Op-ed
● Create interactive content in video format to be featured by new age media
to gain attention of the young demographic
● Focus on TV and new age media as communication channels to reach a
wider audience consuming media at home
● Leverage 9-10 pm prime time on TV to air Uber’s CEO interview on one of
the most viewed broadcast channels

4. ● Pitch company spokespersons to be a panel discussant for newsroom
discussions on the economy, financial crisis, business and corporate social
responsibility practices
● Mitigate potential negative messaging by being transparent and honest on
social media and replying promptly yet proactively
● Ensure the key messaging is consistent and timely by planning social posts
on Hootsuite Calendar and preparing the spokesperson before interview
Target Media List -
Print TV Radio New Age Media
Tier 1 -
● The Globe and Mail
● CBC
● CTV News
● National Post
● Daily Mail
● Toronto Star
Business -
● Business Wire
● Business Today
● Forbes
● Wired
● Business World
● Fortune
● The Economist
Trade -
● Auto Rental News
Magazine
● Venture Beat
● Automation World
● CBC
Television
● CTV
● Globe
● CityTv
● Ici Radio-
Canada Télé
● TVA
● CTV 2
● Yes TV
● Great-West
Television
● CBC Radio
● ICI Radio - Canada
Première
● Local radio stations
like Vibe 105TO,
Virgin Radio, iHeart
Radio, Chum 104.5
and Kiss 92.5
● Narcity
● Vice
● MTL Blog
● Daily Hive
● 6 Buzz
● BlogTO
● Buzzfeed
● Refinery29
● The Cut
● The Wall
Street
Journal

5. Communications Plan -
Goal​- To create a positive brand image of Uber as a hero organization that extends
support to its customers, employees and communities and increase the use of the
app to book rides.
Objective 1​ -
Increase mental health awareness by introducing wellness programs and providing
support to vulnerable employees. Make 80% of employees aware of these
employee benefit initiatives by December 2020.
Strategy ​- Commence and communicate about mental health programs and
benefits for vulnerable employees to the target audiences
Tactics ​-
1. Begin mental health programs for employees
● Include virtual therapy sessions in health benefit plans
● Provide additional flexibility of working from home to corporate employees
who are caretakers of kids or elderly
2. Support vulnerable employees
● Make special provisions to vulnerable or immunocompromised employees
● Conduct online feedback sessions to understand individual needs and offer
help
3. Start #UberUp initiative to initiate a conversation on mental health
● Weekly informal Zoom meetings to get employees to open up about new
changes or challenges due to work from home and check on colleagues
● Get a mental health professional to give a guest webinar on positive ways of
dealing with quarantine

6. ● Begin a podcast with employees, CEO and psychologists as guests
4. Increase media awareness about #UberUp
● Feature employee testimonies about employee benefits on the website
● Post a guest blog by an employee who benefited from the program
● Pitch to publish an Op-ed by CEO in Tier 1 publication on why employee
wellness is important
Communication channels ​- Intranet, Zoom meetings, Social media, Testimonials
on Website, Blog, E-mail updates
#UberUp campaign - ​Make an informational video about the internal campaign to
be shared by new age media outlets on social media channels including Instagram,
Twitter, Facebook and Tik Tok
Evaluation ​-
● Use online feedback sessions and website testimonials to understand the
impact of the initiatives
● Analyze blog readership and podcast listeners through social media channel
analytics
● Utilize social media listening and monitoring tools to analyze gain feedback
● Employ Hootsuite analytics to collect information about engagement,
impressions, traction and conversion rate
● Utilize (MRP) Media Ratings Points Monitoring to track the media presence
and analyze the frequency and tone of the coverage
Objective 2​ -
Extend support to 60% of non-profit organizations previously associated with Uber
by November 2020 to increase social responsibility and accountability, by
involving employees and other stakeholders.

7. Strategy ​- Assist non-profit organizations like women’s centres and old age homes
and involve different audiences in taking the humanitarian mission ahead
Tactics -
1. Help NGO members, volunteers and visitors
● Provide free rides to volunteers
● Offer discounted monthly plans to visitors including people who want to
visit their family at old age homes or women’s centres
● Work with women centres to provide free rides to domestic abuse survivors
2. Provide financial and marketing support to NGOs
● Start an internal drive for employees to donate
● Motivate employees to conduct virtual skill enhancement sessions for
volunteers and for women at women’s centres
3. Initiate a social media campaign #UberAlong
● Invite and repost user-generated content about stories of users helping NGOs
during COVID-19
● Collaborate with bloggers and brand friends to share the work done by Uber
● Get a public figure to support the initiative
4. Promote #UberAlong in front of key stakeholders
● Highlight CSR activities in a press release
● Conduct a virtual newsroom session with media to answer live questions
● Leverage media relations and help NGO founders use Uber as a platform to
get donations
Communication channels - ​Intranet, Social Media, Press Release on Website,
Virtual Newsroom
#UberAlong campaign - ​Get primetime coverage on TV about CSR and secure
earned media by getting influential radio jockeys to promote the campaign

8. Evaluation -
● Evaluate blogger activation and collaboration coverage highlights
● Use social media listening and monitoring tools to analyze and gain
feedback
● Use (MAPC) Monthly Average Platform Consumers to measure gross
bookings of rides and use of discount plans
● Employ Hootsuite analytics to collect information about engagement,
impressions, traction and conversion rate
● Utilize (MRP) Media Ratings Points Monitoring to track the media presence
and analyze the frequency and tone of the coverage
Objective 3​ -
Start an employee training program to increase passenger comfort and ease social
interaction post the peak of COVID-19 and ensure 75% of Uber drivers receive the
training by November 2020.
Strategy - ​Display concern for customers by initiating employee training program
and starting an online campaign that excites people to book more rides
Tactics -
1. Implement a new training program to focus on the well being of passengers
● Conduct online video workshops
● Assess understanding of the program by answering a quiz
2. Evaluate acceptance of the new training
● Online survey to take feedback and clarify doubts
● Measure key performance indicators
3. Start a social media campaign #UberComfortFirst

9. ● Encourage user-generated content on comfortable travels with Uber or
stories of driver generosity
● Focus on content generated on social media channels like Twitter and
Instagram
● Advertise with Snapchat in short video format about best stories
4. Publicize the campaign to get new customers
● Formulate a press release about the training goals and learnings
● Use the initiative as an example of representing company mission and values
● Include distribution of sanitizers, masks and gloves to drivers in key
messaging
● Pitch to dailies to feature the campaign and highlight customer stories
Communication channels ​- Intranet, Online workshop, Social media, E-mail
updates
#UberComfortFirst Campaign ​- Secure positive coverage in daily media
publications like The Daily Mail, CTV, CBC News
Evaluation ​-
● Monitor attendance and participation during workshops
● Conduct an internal audit to measure key performance indicators
● Utilize social media listening and monitoring tools to analyze gain feedback
● Employ Hootsuite analytics to collect information about engagement,
impressions, traction and conversion rate
● Utilize (MRP) Media Ratings Points Monitoring to track the media presence
and analyze the frequency and tone of the coverage

10. Timeline -
Week 1 Week 2 Week 3 Week 4
October
Start #UberUp initiative for employees' health Support NGOs with #UberAlong
Share video about #UberUp via new age
media and social media
Use Hootsuite Analytics to monitor and
track social engagement for campaigns
November
Sustain media relations with virtual meetings
Begin virtual training for drivers for
#UberComfortFirst
Secure earned media in TV and radio
broadcasting channels for #UberAlong
Check employee satisfaction for
#UberUp
December
Update website with CEO blog and media
coverage
Get user-generated content to get user
testimonials for #UberComfortFirst
Evaluate the desired campaign goals by using measurement tools