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Globe Telecom - Issues Management Campaign

 

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Globe Telecom, Inc., Taguig, Philippines
Company Division/Group: The Globe Tower
Company Description: Globe Telecom, Inc. is the number one mobile company in the Philippines. Supported by 7,180 employees; with over 1.1 million retailers, distributors, suppliers and business partners nationwide, serving more than 65 million customers, we operate mobile, fixed line and broadband networks catering to individual customers, MSMEs and enterprise clients.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Issues Management

Nomination Title: Globe 1st World Internet PH

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. TEXT REDACTED FOR PUBLICATION

Introduction

In the Philippines (an emerging market in Asia enjoying impressive economic progress) there is a high demand for faster internet. But infrastructure development is greatly delayed by “red tape” on the local government level. The Globe "1st World Internet PH" campaign took the behind-closed-doors issue public and turned a problem into an opportunity for local governments to show vision and leadership.

Situation

The 3rd world but progressive Philippines has the 15th largest global internet-user population. Filipino's are demanding for global internet speed standards. Globe, the leading mobile telco in the country, has a mission to provide them with 1st world connectivity. In 2016, Globe was in the midst of a nationwide infrastructure upgrade to bring domestic internet at par with 1st world countries. But an enormous hurdle was classic “red tape” at the local government level.

Objective

Securing cooperation from leaders of local government units (LGU) for the expedited roll out of Globe infrastructure upgrade efforts.

Strategic Considerations

The public was largely unaware of the red tape issue. A proactive approach was taken - an approach that gave LGUs an opportunity to show leadership. The strategy was twofold: to make the issue public and to enjoin LGUs to support internet infrastructure and be a progressive LGU. Long considered by its citizens "3rd world," the Philippines is in an economic upturn. More than ever, the dream of a fully-developed, a "1st world" Philippines, is looking imminent. Part of the strategy was to appeal to the collective desire for national progress.
Implementation

In July of 2016, a series of online videos shared the vision of national progress powered by fast internet and the red tape stopping it. To convince key decision makers, Globe joined the national summit of LGUs, sharing the vision directly to their leaders. By making internet infrastructure top priority, LGUs can gain economic progress and, equally important, a reputation for leadership. To create a bandwagon effect, Globe worked with the Manila City Government to upgrade its Chinatown district's internet infrastructure. Manila City Hall eliminated "red-tape" and released permits faster than normal. Manila received public praise which made other LGUs voluntarily and enthusiastically follow suit.

Result

Enthusiastic Cooperation from LGUs that expedited infrastructure work.

By January 2017, the League of Vice Governor’s of the Philippines signed a special collaboration agreement with Globe Telecom to facilitate the deployment of vital ICT infrastructure.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

• In 2016, Globe was upgrading internet infrastructure to be at par with 1st world countries. But an enormous hurdle was “red tape” at the local government level.
• The Globe "1st World Internet PH" used a two-fold strategy: make the issue public and make LGUs support internet infrastructure for them to show vision and leadership..
• Part of the strategy was to appeal to the collective desire for national progress. Hence the campaign name "1st World Internet PH."
• To create a bandwagon effect, Globe worked with the Manila City Government to eliminate "red-tape" and they were able to release infrastructure permits faster than normal.
• Manila and its mayor received public praise which made other LGUs voluntarily follow suit.
• The League of Vice Governor’s of the Philippines signed a special collaboration agreement with Globe Telecom to facilitate the deployment of vital ICT infrastructure.
• Result: a constant nationwide roll-out of #1stWorldInternetPH cities.