challenges from governments and the taxi and limousine industry
Strategic Communications Plan Team Project Uber
Strategic Communications
Uber vs. NYC
Despite it’s growing success, Uber has faced a number of challenges from governments and the taxi and limousine industry, who allege that Uber’s use of unlicensed drivers is unsafe and illegal. Often, these disputes – and other high profile-problems, such as passenger safety – continue to damage Uber’s reputation.
In 2015, NYC Mayor Bill de Blasio introduced a city council initiative that would limit the growth of for-hire vehicle companies like Uber to 1%, pending a citywide study of traffic patterns. The city has suggested that Uber may be responsible for slower traffic speeds in Manhattan, noting that the number of all for-hire vehicles has grown by more than 60%, to about 63,000, since 2011, the year the company debuted.
Uber vs. NYC and Newark
To fight back, Uber launched a highly successful strategic integrated communications campaign against Mayor de Blasio’s proposal.
The results: The 1percent limit was never implemented.
In January 2016, the results of the traffic study were published and found that vehicles of all types were responsible for congestion, not just ride sharing services like Uber and Lyft.
Don’t Let Mayor de Blasio Strand New Yorkers
Mayor de Blasio’s Proposal Will Destroy 10,000 Jobs
Uber, Lyft Banned from Newark Airport
Uber vs. Newark
While having won the war in NYC, Uber continues to battle local governments across the country who have similarly set out to stop the service from expanding. For example, Newark, NJ, reached an agreement to allow Uber to operate after the mayor banned Uber from Newark Airport and Newark Penn Station, stating their operation violates a city ordinance that requires all commercial vehicles operating at the venues to obtain licenses. In a statement, Newark Mayor Ras Baraka said: “It’s an issue of regulations, compliance and safety.” Further, he said: “Uber undermines taxi drivers and takes their business away.”
The same bans have occurred in Paris, Washington, D.C., Chicago and L.A., though some cities have since lifted the ban upon having Uber pay an additional fee.
In the settlement with Newark, Uber agreed to pay the city a $10 million fee to operate at Newark Liberty International Airport over 10 years. The company also agreed to provide $1.5 million in liability coverage for all drivers in its network, conduct background checks of each one, and to install and enforce a zero-tolerance drug and alcohol abuse policy.
Your Assignment
You are on a team at one of several integrated marketing and public relations agencies trying to win a contract to create a strategic integrated communications plan for Uber to deal with the coronavirus (COVID-19). Uber wants to know how to handle the impact of the virus on Uber’s businesses and reputation, as well as its many stakeholders, including drivers and “corporate” employees, passengers, and the communities and governments it serves.
The NYC and Newark case study is an example of what such a campaign might look like. Keeping that in mind, please create a strategic communications plan for Uber, incorporating these five strategic elements:
SWOT analysis, considering Uber’s business model, reputation, revenue sources, employees, as well as any other internal and external factors;
A strategic plan — state your current state and future state (objective) and how your strategic plan will help you achieve your objective;
Stakeholder Identification/Key Messages;
Tactical Plan, e.g. integrated marketing/issues management/crisis management;
Research/Measurement — How would you measure success?
Strategic Plan Analysis
Start with a brief description of Uber:
What does it do?
How does it make money?
Where does it operate?
How many employee?
Discuss (briefly) some of the internal and external factors you should consider.
Answer the following questions?
What is Uber trying to accomplish?
What stakeholders is Uber trying to reach in this campaign?
What PR & marketing tactics should Uber use as part of this campaign?
What are the key messages being communicated?
Current State/Future State – when can you declare victory? Why?
Presentations
Next Week: Due Tuesday, April 7. The team should prepare a presentation outline and a list of team members and their assignments. The week Of April 13: The completed presentation must be submitted by Tuesday, April 14.
Each student receives a team and an individual grade.