Pathao “Care on the Go” campaign
Course Code and Name: MSJ11442 Public Relations Campaign
This public relations proposal, prepared by Madmen Agency has been created exclusively for use by Pathao.
Executive Summary
Pathao has been one of the leading ride-sharing apps since its operation in 2015. Their app includes vehicles and gives other facilities like grocery delivery, food delivery, etc. However, in the year 2020, Pathao had to incur a significant loss due to a pandemic when the ride-sharing was temporarily unavailable in the city due to safety measures. Along with this campaign named "Care on the Go," Pathao is launching their ambulance service and the additional feature "Ambulance" in the app. They will also provide a 25% discount on any vehicle that sets the location to the nearest hospital. With this campaign, Pathao is entering the rural market, i.e., Bangladesh's villages and small cities where hospitals are far from the locality. Pathao will be doing few PR events and activities to make this campaign successful, including Ambulance Tour, Pathao booth in hospitals, Special days like May Day, World Health Day movements, etc. Other than that, the various promotional advertisements will go on social media platforms like Facebook, YouTube, etc. Pathao will also be introducing a brand ambassador to make this campaign successful in rural areas. The planning of the campaign will start on April 1, 2021. The promotional activities will go onboard from May 29, 2021.
Situation Analysis
To know about the situation, we have done a survey of many people, including Dhaka city and outside of Dhaka city. We have found a positive vibe to introduce a new service which will be a game-changer. Survey results are given below:
According to our survey, we have found that 67.6% of males and 32.4% of females use Pathao daily in Dhaka city through the survey.
On this total percentage, most of them are job holders, which are 52.4% after that 38.8% are students, and the rest are unemployed, housewives, etc.
On the survey, we have found 65.9% of our total survey people living in Dhaka, and 34.1% people our total survey people live outside of Dhaka.
During the survey, we got to know 72.4% of people who live outside of Dhaka know about Pathao’s service, and 27.6% of people don’t know about the service which Pathao serves.
According to our survey, 63.4% of people who live in Dhaka use Pathao as their daily transportation. 14.1% people don’t take Pathao service, and 22.5% never took the experience of Pathao service. This 22.5% are from outside of Dhaka.
Among all the survey people, 52.1% people are happy with the service, 9.9% are not satisfied with the service, 12.7% are confused, and 25.4% don't know about the service.
We got to know 70.8% of the people trust Pathao as their transportation platform, 7% of the people don’t trust Pathao, and 22.2% don’t know because they didn’t take service.
63.9% of the people think Pathao needs to increase its ride-sharing service. 9.7% of the people are in confusion, 5.6% think Pathao doesn't need to increase its service, and 20.8% don’t want to give their opinion.
According to our survey, 62.2% of people faced problems when they took ambulance service. 37.8% of people didn’t face any problems.
Here on this part, we found a good business opportunity for Pathao. Because 88.9% of people think adding ambulance service on the Pathao app will help people during a medical emergency.
In this part, we got to know if Pathao introduces ambulance service, then Pathao will do good business here. According to our survey, 80.3% of people will use this service if Pathao introduces the new ambulance service, and 16.9% of people are in confusion. This 16.9% of people can also be our customers.
Goals
The analysis was conducted on the target audience, which includes people from inside and outside Dhaka. According to the estimation, Ambulance’s service in ride-sharing apps will benefit many people with the result we have. A discount of 25% will also be given if any vehicle is driving to the nearest hospital. Through this campaign, Pathao will establish its primary goal, i.e., to maximize the profit of Pathao. However, the plans are still divided based on demographics.
The campaign’s primary goal is to promote Pathao by introducing an Ambulance service outside Dhaka city. A more significant section of people who are not aware of such ride-sharing services will be presented with Pathao; therefore, a larger audience can be gained.
On the other hand, Dhaka City, where people are already aware of the ride-sharing application, will get 25% off using the ambulance service or any other vehicle if they are using it for the hospital. Through this, Pathao can gain more loyal users.
Objectives
1. Recover the loss of Pathao
This PR campaign’s primary objective is to maximize the profit of Pathao by increasing the reach of Pathao inside and outside the city through the newly launched “Ambulance” feature. Through this, Pathao will be able to garner a more considerable amount of users, which might maximize profit.
2. Maximize Pathao reach outside city area
During the pandemic, the people living outside the city, especially in villages, often suffer more as hospitals are usually situated far. The objective is to promote Pathao among these people and make them understand how to use a ride-sharing app. We will promote Pathao through this PR campaign, making the ambulance service more viable and help them locate the nearest hospital.
3. Gaining the trust of the target audience
In this PR campaign, we aim to stay beside the people during their crucial time. Hence, this campaign could gain Pathao loyal customers since they will first introduce such a feature.
Target audience
The target audience will be people from all age groups, but primarily the people who use smartphone applications.
Demographic
Gender: Male & Female
Age: 21- 35 & 35-50
Occupation: students, working-class people
Income: lower tomiddle-income group
Geographic:
Urban to rural areas
Area: All cities and villages of Bangladesh
Psychographic:
Price, Quality, Lifestyle, Perception, Habits.
Target Media
For the success of every campaign/ work/ program/ project, there is an essential element, without which no teamwork can be done successfully. That element is communication. Without proper communication, it is almost impossible to complete work correctly. For this campaign, we have done our communications by using the appropriate media channels. Target media depends on who our target audiences are. There are some examples of target media channels that can reach our target audience properly-
Our local paid-for newspapers
Magazines
Ads on radio
Ads on social media (Facebook, YouTube)
Television Advertisement
Trade, technical and professional magazines covering our type of business or expertise national newspapers
Healthcare and lifestyle magazines
Bloggers or Vloggers with interest in healthcare and medical issues.
Online news media.
Posters.
Sticker distribution.
Key Messages
The key messages will differ from one target audience to another audience. Since our audience is almost from all age groups, we will be using different types of key messages for different audience segments.
Audience | Key Messages |
Our key message will be targeted towards people from both Dhaka and Rural Area. | প্রয়োজনের ডাকে, পাঠাও আছে পাশে |
Strategies and Tactics
Media Outreach:
A media outreach plan is a detailed and proper plan that outlines a PR campaign’s goal and action plan. The purpose of a media outreach plan is to help be focused on objectives, better execute and measure the success of outreach campaigns. There are different types of media outreach that we will follow in our PR campaign. Here is the description-
Facebook- Facebook will be our most used social media outreach to succeed our campaign. Our primary targeted audiences are the people who are service holders and using Pathao services already. Those people also use the internet and social media, and most use social media in Bangladesh is Facebook. We will build up our relationship with our targeted audiences through the Facebook ad and Facebook group.
YouTube- our media outreach will be through YouTube Ads also. The age group of our target audience also uses YouTube most of the time. So, YouTube ads between the health-related videos in our region will successfully catch our targeted audiences.
Medical Apps- we will publish our ad in medical or health-related apps available in our region. We will promote our new ambulance services on those apps. People who buy medicines and need health suggestions from those apps will connect with our emergency ambulance service.
Online media- we will publish our promotional news on popular online news platforms. We will also publish our promotional Ad in the online news portals.
Print media- most of the service holders read newspapers. Also the elderly people who are in most danger in this COVID situation and also for other sickness if they fall sick they can call an ambulance from Pathao. Elderly people read printed newspapers most of the time. So, we can catch their attention through the Ads in newspapers or our promotional news.
Text message- we will let people know about our Pathao services through mobile next message to catch wide audience.
Press Release:
Pathao introduces new Ambulance service to its lineup
Pathao has introduced a new Ambulance service to its lineup. On 30th May, Pathao launched its new ambulance feature. The launching event was held at the Pathao Head Office, Dhaka.
The primary purpose of this service is to give perfect and safe ambulance service to the people of this country.
On the launching program, Pathao has declared this service will be available countrywide, and like other services, people will be able to use this service through the app.
The Pathao app will now have an Ambulance feature through which the users can take Pathao Ambulance service. Along with this, Pathao will give discounts to all the vehicles riding to the nearest hospital.
Officials stated that "In recent times, we are facing ambulance problems whenever we need them. Our new service will reduce this problem, and it will work CSR activities from our part also."
He also added that, with the ambulance, a patient would have Oxygen service, a medical kit, and a specialist so that no matter how serious the patient, he/she will get primary treatment on the road. Also, because the fare will be based on distance, both the people and ambulance driver will be satisfied with the ambulance fare.
Users will set their location and set their hospital, and the nearest ambulance will receive the call. It will receive the patient from his/her location, mentioned by a technical officer.
Pathao is a ride-sharing app which was founded back in 2015. This organization was founded by Hussain Elius, Shift Adnan, and Fahim Saleh. This organization is now doing business only in Dhaka but will soon launch other rural parts of the country through its Ambulance service.
Contact:
support@pathao.com
Phone: 09678100800
Editorials
Pathao is launching a new feature in their App, “Ambulance.” Like other ride-sharing services, this feature will allow the users to locate Ambulance in their nearby area. Not only that, but Pathao will also be offering a discount of 25% to all the vehicles that will set location to the nearby hospital. This time, Pathao is planning to spread its service to the rural area through this campaign. The hospitals in rural areas are situated often situated far from their locality. Hence, this feature can help them get access to Ambulance and help locate the nearest hospital.
Pathao is planning to make this an extensive campaign as they believe that this supports the motto of their company, i.e., moving the country to the betterment. As of now, many known faces have joined this campaign. One such is Mashrafe Bin Mortuza, who will be a part of their initiative called “Ambulance Tour.” Through this, they will be reaching rural areas for a free Covid test. Other than that, many booths have already been established in many hospitals to promote this campaign. The official launch of this event will be held on May 30, 2021, in the Pathao Head office, Dhaka, where they will announce and officially start operating the service through their App.
This campaign could be a game-changer for Pathao as it will be the first ride-sharing App that will reach rural areas. Also, the campaign is launched in the most crucial time for the nation, which is commendable. This could gain them many loyal customers and become one of the biggest ride-sharing App of Bangladesh.
Speaking Opportunities
Events
For making every event successful it is important to organize some events. It is also a part of promotions and activations. For making our campaign successful we will also hold some events which will be promoted both virtually and physically. This way a large number of people will be able to know about the campaign. So our campaign events will be:
1. Service Launching event
2. Ambulance tour
3. Press conference
4. Hospital Booth
SL | Event Name | Description | Venue | Publishing Platform | Date | Audience |
1 | Service Launch | It is essential for any campaign or service, or product to do a launching event. This way, a good hype will create among the target audience. An official will show the audience how this app will work and how users will get the service. An official from the health ministry will be invited to attend the event as a special guest. This way, a considerable amount of people will be aware of the service. | Pathao Office | Social Media and TV news | 30th May 2021 | Special guest, Employees of Pathao and Journalists |
2 | Ambulance Tour | The Ambulance tour will include a notable figure (for instance, Mashrafe Mortuza). This tour will consist of ambulances that will roam around rural areas and offer free Covid check-ups. | Bangladesh | None | May -29th June 2021 | Special guest, Employees of Pathao, Journalists, and citizens of Bangladesh |
3 | Press Conference | A press conference will be held on the launching day. Officials of Pathao will give a brief to the journalists. | Pathao Office | Social Media and TV News | 30th May 2021 | Journalists |
4 | Hospital Booth | The hospital booth will be a part of the campaign which will provide information as well as activation. After launching the service, a booth will be established in the country's notable hospitals for three days. At every booth, volunteers will promote the service to the people. | Renowned hospitals in Bangladesh | None | 30th May– 17thJune | Service takers, Relatives of patients. |
5 | Activation booth | Activation booth will also be included in various shopping malls of city areas and big local shops of rural areas. People can go and activate their Pathao account (which includes app downloading and registering the account) and will get a brief on how to use them.People without smartphones can seek help (by asking for rides and ambulance) through these booths | Shopping malls and local shops | 30th May– 17thJune | All types |
Social media:
We have some idea for social media. Especially on Facebook, we can do many kinds of tactics to get audience responses about the new ambulance services of Pathao.
-Hashtags will be introduced for a stronger and better reach. With every content and additional posts, #PathaoForEveryone will be used.
- Creating some social media contents to reach more people that will be posted with the hashtag.
-Some public review areas will be available in social media. Reviews are very helpful to let us know about where we are wrong and we can improve our service with this.
- To improve our service by the audience's responses, we can hire some popular vloggers from social media so they can post a positive review on our service. We will take ambassador or influencer to talk about our services like Tahsan or Jaya Ahsan.
Crisis planning:
A crisis in public relations occurs when adverse events or reviews impact your brand reputation. Here is the list of crises we can face and also their solutions-
Crisis | Plans |
If some Pathao users call a Pathao ambulance service and cancel the ride after some moment, it can be a big crisis in our business when we have a shortage of ambulances. | At that point, we will make partnership with local ambulance service to cover up the shortage. |
A negative public review can be a big crisis for our company’s reputation. | We will promote some positive review-based videos on social media. |
Time maintaining can be a big issue for us because of traffic jams. People will give negative reviews on this point. | In this situation, we will appoint a response team quickly to ensure the right people are speaking on behalf of our company. |
It will be a big crisis if we do not get that much response from people as expected. | As we all know, most people use social media nowadays. We will do more promotions on social media to engage people. |
Pathao related other apps like ‘Uber’ and ‘Shohoj’ may also start their ambulance service. It can be a significant threat for Pathao. | We will charge less than them and will make our service easier to use. |
There can be some internet issue when using Pathao app for some area. | The ambulance service can be made data free. Also the hotline number can be used for emergency services. |
Measurements
To understand the success rate of this campaign, we will analyze the social media post reach and overall usage of the app. We will also survey at the end of the campaign, i.e., end of June 2021, where we will analyze the market distributors to understand its sale. Other than that, we will also try to understand the impact of Pathao service through a data collection process with the Communication and Health ministry, which can help us know if the service has impacted overall, especially in rural areas.
Posters
Social Media Content
Caption
পাঠাও অ্যাম্বুলেন্স এখন আরো সাশ্রয়ী!
অ্যাপ্লাই করুন আমাদের Promo Code এবং পাঠাও অ্যাম্বুলেন্স এ ২৫% ডিস্কাউন্ট।
Caption
আসছি এবার আপনাদের কাছে।
কোভিড ফ্রি চেকাপ গ্রামে গ্রামে নিয়ে আনতে আমাদের সাথে এবার রয়েছে বাংলাদেশ ক্রিকেট জগতের হিরো, মাশরাফি বিন মর্তুজা!
তাহলে আর দেরী কিসের, #Pathao অ্যাপ-এ আপনার নাম রেজিস্ট্রার করে পেয়ে যান একটি ফ্রী চেকাপের সুযোগ।#PathaoForEveryone
Caption
পাঠাও নিয়ে আসছে, আপনাদের কাছে এবং আপনাদের জন্য, অ্যাম্বুলেন্স সার্ভিস!
এছাড়া, আপনার নিকটবর্তী যেকোনো হাসপাতালে লোকেশন সিলেক্ট করলেই পাবেন ২৫% ডিস্কাউন্ট!
সেবা পেতে আর দেরি নয়।
Caption
পৌঁছে গিয়েছি আমরা দেশের প্রতিটি হাসপাতালে! #Pathao বুথ রয়েছে এখন প্রতিটি হাসপাতালে আপনাদের সহযোগিতার জন্য। রেজিষ্ট্রেশন ছাড়াও রোগীদের যেকোনো পরিবহনভিত্তিক সহায়তা করতে পাঠাও বুথ ২৪/৭ থাকবে শহর এবং প্রতিটি জেলা হাসপাতালে। #PathaoForEveryone
TVC/OVC script
Concept:
Shown in a village backdrop, a family struggles to find an ambulance late at night as their child is sick. They call a relative for help who suggests them to download Pathao App and call the ambulance. The relative also mentions how they can get help from the emergency number in times of network issues. Overall, this TVC conveys how Pathao has reached every part of the country with its service.
Visual | Voiceover/Dialogue |
Visual of a village in the middle of the night. | Background music and other sound effects. |
Closeup into a hut. A group of people running around inside the house. | Background music |
A child is sleeping in the bed. The mother is putting wet clothes on his/her forehead and crying. | Sounds of crying, and a voice is talking over the phone. |
Focus on the father, trying to call people for help. | “ভাই, মাইয়াটার খুব জ্বর।কি করুম বুঝতে পারতেসিনা” |
A man talking over the phone. | “করোনা হইলোনা তো আবার?” |
Father, worried on the phone. | এখন কেমনে কি করবো। এত রাতে হাসপাতাল কেমনে নিমু |
The man giving suggestion over phone | “এক্ষুনি ইন্টারনেট চালু কইরা পাঠাও থিকা “এম্বুল্যান্স ডাক দেও” |
Father, a bit confusingly looking at his phone and then start talking on the phone again. | “এইটা কেমনে করে.” |
The man begins giving instruction | “আরে এটা খুব সহজ।.” |
Visuals of Pathao App | “গুগল থিকা পাঠাও নামাও। নিজের নাম ঠিকানা লিখা রেজিষ্ট্রেশন করো।” (voiceover) |
Visuals of Pathao app and ambulance coming infront a house will appear together. | "এরপর এম্বুল্যান্স ছবিটায় চাপ দিয়ে নিজের ঠিকানা দিয়া দিলেই এম্বুলেন্স চইলা আসবে।” |
A visual of phone and emergency number will appear. | “আর যদি নেটওয়ার্ক এ সমস্যা হয় ওদের জরুরী নাম্বারে কল দিলেই হবে” |
Visual of the child, father, mother in a hospital. The other man will appear on the screen. | আপনে না থাকলে ওইদিন মেয়েটারে বাচাইতে পারতাম না। ধন্যবাদ। |
Man, smiling and talking. | আমারে না, ধন্যবাদ দেও পাঠাওরে। |
Everyone happily getting out of the hospital. (fade out) | Background music |
Text Appears in White Screen - “ প্রয়োজনের ডাকে, পাঠাও আছে পাশে” | “প্রয়োজনের ডাকে, পাঠাও আছে পাশে” (voiceover) |
Pathao logo on a white screen. | |
Radio Script
Voice | Music/SFX | Duration |
Voice 1: বন্ধুরা আপনাদের জন্য আছে একটি গুড নিউজ। Voice 2: গুড নিউজ? Voice 1: আমরা সবাই তো জানি পাঠাও অ্যাপ সম্পর্কে, তাই না? Voice 2: হ্যাঁ, পাঠাও কে না চেনে? -বাংলাদেশের প্রথম রাইড শেয়ারিং অ্যাপ যা যাতায়াতকে করে দিয়েছে আরো সহজ। Voice 1: হ্যাঁ, এই কঠিন দূর্যোগের মধ্যে আপনার বিপদের সময়ে আপনার পাশে দাড়াতে পাঠাও চালু করেছে তাদের নতুন এম্বুলেন্স সেবা। পাঠাও এ্যাপ এ কল করলেই যেকোন মুহূর্তে ঢাকা সহ যে কোন জেলায় আপনার গন্তব্য স্থলে পৌছে যাবে পাঠাও এর এম্বুলেন্স। এছাড়া, পাঠাও এর যেকোনো রাইড বাছাই করলে পাচ্ছেন ২৫% ডিসকাউন্ট অফার।আপনার পাশে যে কোন মুহূর্তে পাঠাও আছে সব সময়। Voice 2: এটা তো দারুণ! কিন্তু যেসব এলাকায় ইন্টারনেটের কোনো সুবিধা নেই, তারা কি করবে? Voice 1: ইন্টারনেট সমস্যা থাকলে সে ক্ষেত্রেও পাঠাও এর হট লাইন নম্বর ১৩৩০১ তে কল করলেই আপনার ঠিকানায় পৌছে যাবে পাঠাও এম্বুলেন্স। Jingle - “প্রয়োজনের ডাকে, পাঠাও আছে পাশে” | In the background, we will be using the jingle music of Pathao during the whole advertisement. | 2 seconds 5 seconds 5 seconds 10 seconds 4 seconds 5 seconds 2 seconds |
Learnings and outcomes (Self-reflection): Designing an entire campaign was an overwhelming experience for me since I needed to keep a lot of things in mind and had to make it as real as possible. But nevertheless, the entire team brainstormed and made the most executable campaign for a company like Pathao was an exciting experience. And since, my current work requires me to do this, this was a great start to my Strategic Planning journey.
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