Ateneo de Manila University

John Gokongwei School of Management

Marketing and Law Department

ABS CBN Sports+Action: UAAP

MKT 183
Pass 3
 Table of Contents 

Table of Contents 2

About the Brand 3

Competitive Landscape 4

Marketing Objectives 4

Target Market 5
Target Market Description 5
Consumer Profile 6

Digital Media Strategy 7

Platform Selection 7
Visual Media Schedule 9
Platform Strategy Grid 12
Media Costing Breakdown 13

Visuals 15

Success Analysis and Measurement 15

Sources 16

   
 About the Brand  

ABS-CBN Sports+Action is a television network under the ABS-CBN Corporation

and is the home of the UAAP, NCAA, NBA, V-League, BVR, Top Rank Boxing, and the

Philippine Azkals.1 Previously named Studio 23 after its flagship station, the channel

rebranded to a tv sports channel, hence the name Sports+Action in the year 2014 wherein the

program would consist of 70% sports events and 30% dedicated to movies, entertainment,

and newscast.2 Today, the channel boasts of its best mix of adventure and action-packed

sports by giving their viewers the heart of the action and more.3

For the purposes of this paper, the main focus of the digital marketing campaign will

be for the broadcasting of the University Athletic Association of the Philippines (UAAP)

games. Although the UAAP holds a total of 15 sports, only the flagship games such as

Basketball, Volleyball, and Football will be included. Basketball happens during the 1st

semester which runs from September to November while Volleyball and Football happens

during the 2nd semester which runs from February to May. These games are played by the

eight universities in the Philippines namely Adamson University, Ateneo de Manila

University, De La Salle University, Far Eastern University, National University, University

of the East, University of the Philippines, and the University of Santo Tomas.4

1
“ABS-CBN Sports and Action.” Philippine Television Wiki,
philippinetelevision.fandom.com/wiki/ABS-CBN_Sports_and_Action.
2
Ibid.
3
“ABS-CBN Sports Action.” MyTFC.com, mytfc.com/abs-cbn-sports-action.
4
“University Athletic Association of the Philippines.” University Athletic Association Philippines,
www.philippinecountry.com/UAAP.html.
 Competitive Landscape 

Sports+Action has no direct competitors in terms of broadcasting UAAP games.

However, in terms of it being a Sports Entertainment Brand, its competitors include Solar

Sports and ESPN 5. The purpose of this digital marketing campaign is to convince the target

market to watch UAAP games instead of other sports content such as PBA and NBA which is

broadcasted by these competitors. More information on these competitors are found in the

table below.

Sports Shows
Competitors Competitor Logo Brief Description
Broadcasted

Solar Sports Solar Sports is a Olympics

24-hour cable TV FIBA world cup
sports channel NBA
owned by the Solar Golf
Entertainment Boxing
Corporation. This Billiards
channel is available
in Sky Cable,
Cablelink, contract
for local cable
providers, and via
livestreaming.

ESPN 5 ESPN5 is TV5’s PBA

sports division United Football
which is currently League
under a partner NCAA
agreement with NFL
US-based sports Asian Tour (golf)
channel ESPN. The European Tour
channel mainly airs (golf)
major sporting PCCL
events in the UFC
Philippines and the WWE
world for free-to-air.
 Marketing Objectives 

Through this digital marketing campaign, the first objective is to improve brand

awareness for the broadcasted UAAP games on Sports+Action. This will be done through

amplify ATL digital advertisements to extend awareness to avid fans of UAAP who are

possibly non viewers or non subscribers of Sports+Action. The second goal would be to

encourage repeat consumption through the increase of frequency views for broadcasted

UAAP games. This will be done by persuading viewers to subscribe to UAAP through sports

icon affinity. The top players for each sports across the eight universities will be tapped as

influencers to create content for the social media platforms. Lastly, the third objective is to

increase viewer loyalty through showing the value of Sports+Action subscription by

rewarding loyal viewers. These will be further discussed and elaborated in the Digital Media

Strategy.

Target Market 

Target Market Description 

Although Sports+Action currently has different segments for its varied audiences, for

the purposes of this digital marketing campaign, it has been decided that the primary target

market would be 18-35 year old male and female university students and/or graduates who

are avid sports fans belonging to the ABC socio-economic classes. These individuals watch

and follow these different games either on television or live streaming. In terms of behavior

and psychographics, these individuals have a digitally integrated lifestyle with about 4 hours

spent on social media and 3 hours on tv viewing or streaming daily.5 They use social media

5
Global Webindex (Q2 & Q3 2018).
platforms such as Facebook, Twitter, Instagram, and YouTube and because they often browse

these sites even during their free time, they are able to keep up with all the latest trends

whether on beauty, sports, and movies to name a few.

The campaign wants to support Philippine Sports Entertainment by highlighting local

athletes from leagues like the UAAP and NCAA, while at the same time catering to those

who consume more international sports events coverage like the NBA, PGA World Tour,

FIFA World Cup, and many more. Even though S+A offers a wide variety of sports events

that a consumer can choose from, S+A wants to be aggressively more present in the target

demographic lives during the UAAP season. During the UAAP season, there is no doubt that

these individuals have a burning sense of school pride. They go out of their way to make sure

that they are cheering for their university’s team. When they are not able to watch these

games live, they automatically turn to their laptops or phones to be able to watch the live

streams of these games. They are definitely updated on anything and everything UAAP.
Consumer Profile

The type of media consumer that the campaign wants to cater to is embodied in the

likes Brian Franco. Brian Franco is a 22 year-old working-college student who studies in De

La Salle. Brian has always been an avid sports and UAAP fan ever since he was

little—mostly brought upon by Brian being an alumnus of La Salle Greenhills. Brian is

described as an avid and passionate sports fan that always wants to show support for his alma

mater and his favorite teams in his own little ways. Sports has always been a part of Brian’s

life. In whatever he does, he always finds ways on getting bits and pieces of sports news and

updates during his little breaks in school and in the office. He is mostly living an on-the-go

lifestyle where he is constantly moving from place to place. The only items that are

constantly present with him are either his smartphone, his laptop, his tablet, or all three.

When driving to school or to the office from home, he usually scrolls through his

phone for various forms of entertainment—mostly related to sports. Brian has always made it

a point to support his alma mater or his favorite teams during sports events by being updated

with the latest news, getting live game updates, or even attending the games live. When he
doesn’t have the luxury of time to do all these things, he sometimes makes up for it by going

online or relying on social media to get all the latest news about his favorite sports teams and

the UAAP. He spends an average of 6 hours of screen time on his phone everyday and is a

heavy user of various social media applications like Facebook, Instagram, and Twitter. He

also checks and uses Facebook frequently to see if there are any links that offer live

streaming when he doesn’t have access to a TV. He spends even longer periods of on-screen

time when he finds online streaming platforms that offer live viewings of games of his

favorite teams. Otherwise, Brian usually just scrolls through the official twitter accounts of

sports organizations like the NBA, PGA, and especially the UAAP. As Brian is now on the

crossroads on finishing his studies and building the foundations for his career, he is finding

less time to attend live UAAP games or even relax in front of the TV to watch the replay of

his favorite sports events.

   
 Digital Media Strategy 

Platform Selection 

DILO Chart

Time  Action  Touchpoints  Exposure  Receptivity 

6:00-7:00 Wake up and get ready Facebook LE LR

for work Instagram
Spotify

7:00-8:00 Breakfast Facebook HE LR

Instagram
Twitter

8:00 - 9:00 Travel to work Spotify HE LR

Waze

9:00 - 10:00 Arrive at office and Facebook LE HR

get ready to start for Twitter
work Gmail

10:00 - 11:00 Work/School Facebook HE LR

Gmail

11:00 - 12:00 Work/School Facebook HE LR

Twitter

12:00 - 1:00 Lunch Break Facebook HE HR

Twitter
Instagram

1:00 - 2:00 Work/School Facebook HE LR

Gmail

2:00 - 3:00 Work/School Facebook HE LR

3:00 - 4:00 Work/School Facebook HE LR

4:00 - 5:00 Get ready to leave Facebook HE HR

work/school Twitter
Instagram

5:00 - 6:00 Travel back home Facebook HE LR

Waze
Twitter
Spotify
 6:00 - 7:00 Free time at home Facebook HE HR
Instagram
Twitter
Youtube/Netflix

7:00 - 8:00 Dinner Youtube/Netflix LE LR

8:00 - 9:00 Leisure/study Facebook HE HR

Twitter
Gmail
Youtube/Netflix

9:00 - 10:00 Leisure/study Facebook HE HR

Youtube
Instagram

10:00 - 11:00 Prepare for bedtime N/A N/A N/A

Go to sleep

In the daily routines of the target market like Brian, it would be inevitable that he

would have multiple touchpoints with digital content that would contain things of their

interest. In the morning, the things that he would usually check first are things that he want

updates on; hence, they would scroll through their newsfeed on Facebook but are not highly

receptive of advertisements. On the other hand, while on their way to work or school, the

target market would have high exposure with apps such as Waze and Spotify, but they would

not have high receptivity in social media since they are still just starting their day. When at

work or in school, there are still instances that they might be exposed to various social media

posts but still have low receptivity since they are usually multitasking.

As highlighted above, the following hours: 12:00-1:00, 4:00-5:00, 6:00-7:00, and

8:00-10:00 pm reveal that the target market has both high exposure and high receptivity to

the digital media contents that they encounter. With that said, the advertisements for this

digital marketing campaign will be focused on these touchpoints in these selected timeslots.
 With its goal to bring the adrenaline rush to its target audiences, the digital marketing

campaign will focus on creating high impact material by targeting individuals in social media

touchpoints such as Facebook, Twitter, Instagram, and YouTube in the aforementioned

timeslots. 

   
 Platform Strategy Grid 

Business  Marketing  Strategy  Measure 

Objective  Goals  
Digital Role  Digital Platform   Data Points  KPI   Budget 

To increase Improve brand Amplify ATL Facebook - Reach Facebook Facebook (FB
viewership awareness for the digital - Livestream and - Engagements - Reach 1.6 livestream, ads and
through broadcasted advertisements to boosted ads - CTR million viewers Pixel)
penetrating the UAAP games on extend awareness - Facebook Pixel - Website traffic from boosted Cost Per Reach
market by 15% S+A to non viewers of - Digital content (60% of 2,080,000 x Php
S+A YouTube materials and target) 1.50 = Php
- Livestream ads views - Garner 50,400 2,520,000.00
content
Instagram engagement (3% Cost per
- IG stories ER) engagement
takeover - Obtain 16,800 50,400 x Php 3.00 =
- Targeted ads clickthrough (1% Php 151,200
CTR)
Twitter - Obtain 336 Click through rate
- Targeted tweet viewthrough (2% 16,800 x Php 2.00 =
promotion VTR) Php 33,600.00

YouTube View through rate

- Reach 750,000 336 x Php 7.00 =
viewers from 2,352
boosted content
(50% of target) Youtube
- Obtain 7,500 Cost Per Reach
clickthrough (1% 750,000 x Php 1.50
CTR) = Php 1,125,000.00
- Obtain 150
viewthrough (2% Click through rate
VTR) 7,500 x Php 2.00 =
Php 15,000.00
Instagram
- Increase View through rate
followers by 150 x Php 7.00 =
1,500 Php 1,050.00
- Reach 250,000
viewers for Ads Instagram
(50% of target) Cost Per Reach
- Obtain 2,500 250,000 x Php 1.50
clickthrough (1% = Php 375,000.00
CTR)
- Obtain 50 Click through rate
viewthrough (2% 2,500 x Php 2.00 =
VTR) Php 5,000.00

Twitter View through rate

- Increase 50 x Php 7.00 =
followers by Php 350.00
1,500 Twitter
- Reach 250,000 Cost Per Reach
viewers for Ads 250,000 x Php 1.50
(50% of target) = Php 375,000.00
 - Obtain 2,500 Click through rate
clickthrough (1% 2,500 x Php 2.00 =
CTR) Php 5,000.00
- Obtain 50
viewthrough (2% View through rate
VTR) 50 x Php 7.00 =
Php 350.00

Encourage repeat Persuade viewers Influencer content - Engagements 20% increase in Cost for influencers
consumption (i.e. to subscribe to - Thirdy Ravena - Website traffic engagements per post
increase frequency UAAP through - Jerrick Ahanmisi - Video and Celebrity
of views) sports icon affinity - Juan Gomez De livestream Reach at least 20% 1 x 75,000
Liano views online audiences
- Aljun Melecio during livestream Non-celebrity
- Kat Tolentino sessions 2 x 20,000
- Sisi Rondina Php 95,000.00
- Eya Laure
- Jarvey Gayoso
- JB Borlongan
- Jayrah Rocha

Increase viewer Show the value of Mobile Application - Website traffic Increase views by Application
loyalty S+A subscription as a means of - Video and 10% per game Cost per download
by rewarding loyal subscription livestream coverage 1,000 x Php 35.00 =
viewers - Exclusive views Php 35,000.00
content - Application Garner at least 1,000
- Live updates download mobile downloads App development
- QR scanner = Php 200,000
- Interactive games

 
Digital Media Strategy 

#OneWithThePride Campaign

The One With The Pride digital marketing campaign for S+A UAAP games aims to

blaze the fire and passion of individuals from different universities and to bring them together

through their love for sports. This will foster school pride through the interactive material and

content provided by the brand. It aims to be with these avid fans no matter what the event, no

matter where they are, and no matter what team or school they support. The campaign will

target those who do not always have time to sit down and relax in front of the TV, but still

want to be updated with all the latest sports news coverage and updates—everything now is

just a click away. This campaign is divided into 3 sub-projects and these are: 1) Social Media

Content, 2) Influencer Content, 3) Mobile Application Launch.

Social Media Boosted Ads

Interactive photos or GIFs and video advertisements will be done on Facebook and on

Twitter which aim to catch the attention of individuals who are merely scrolling on their

newsfeed. Facebook Carousel will be utilized. For the videos, the same content will be

featured as Instagram story advertisements but with the necessary adjustments for the size of

the screen. Twitter will continue to be utilized as a platform to give live updates on the games

and this will also be used for targeted tweet promotions to get the competitiveness of even the

sports fans. On the other hand, since YouTube will be the source for online streaming of

games, short video advertisements will also be utilized in this platform. These advertisements

would be based on the cookies of the users and only if it does match the target

audiences—avid sports fans, then these advertisements will be played.

 Furthermore, since several articles are consistently written on the different games,

Sports+Action will take advantage of Search Engine Optimization wherein keywords will be

used consistently especially in the articles that are reflected in the ABS-CBN Sports+Action

website. Hence, this aims to generate leads to the main website which will also be further

developed to have high impact material. Ultimately, there are several platforms that the brand

wishes to further establish its presence in, but it will ensure that all social media content will

be consistent and compelling even in the different touchpoints.

Influencer Content

With the help of the top players of the UAAP for the 3 sports, this campaign aims to

create a platform for the target market to get to know and also interact with their idols. These

influencers will have to create their unique Instagram posts that focus on their

competitiveness and also their ability to be a team player; this will emphasize the

#OneWithThePride campaign that aims to get fans to support their favorite teams. Videos on

Facebook and YouTube such as “Get to know your players” aim to attract these individuals

to persuade them to subscribe to S+A. The following influencers will be tapped: Thirdy

Ravena, Jerrick Ahanmisi, Juan Gomez De Liano, and Aljun Melecio for basketball, Kat

Tolentino, Sisi Rondina, and Eya Laure for volleyball, and Jarvey Gayoso, JB Borlongan, and

Jayrah Rocha for football.

Mobile Application Launch

The Mobile Application aims to get the target audience to subscribe to S+A. This

mobile application will have exclusive content regarding the UAAP games, live updates, and

a QR scanner that will allow users to scan a QR code during the launch and allow them to

play interactive games.

 Visual Media Schedule

Vector  J  F  M  A  M  J  J  A  S  O  N  D 

Facebook (Interactive Photos,

GIFs, and Video Ads)

Instagram
(IG stories, IGTV, IG posts)

Twitter (Live Sports Updates,

Twitter engagement contests)

YouTube (Hero, Hub, Help

content)

SEO (Google, Bing)

Online Publishers (Rappler,

Inquirer, Star)

Website

With that being said, for the digital marketing campaign of Sports+Action, a pulsing

scheduling method was deemed necessary. A low advertising level would need to be done all

year round as the channel will continue to give updates on different players' status, off-season

leagues, trades, and team developments. They also promote different sports all throughout the

year, hence, there is a need to constantly remind the audiences of their presence. However,

heavy advertising is needed especially for the targeted market of this campaign since peak

seasons are on February to May which is the 2nd Semester for UAAP sports such as

volleyball, and football and September to November is the 1st Semester of the UAAP sports

for basketball. 

   
Media Costing Breakdown

TOTAL BUDGET ₱5,000,000.00

TOTAL SPENDINGS ₱4,995,560.00

KPI No. of
Benchmark Audience Cost Total
FACEBOOK BOOSTED ADS AND
LIVESTREAM
Target viewers/streamers 100% 1,750,000
Reach 60% 1,050,000 ₱1.50 ₱1,575,000.00
Engagement rate 3% 31,500 ₱3.00 ₱94,500.00
CTR 1% 10,500 ₱2.00 ₱21,000.00
VTR 2% 210 ₱7.00 ₱1,470.00
Total ₱1,691,970.00

FACEBOOK PIXEL
Target viewers/streamers 100% 1,000,000
Reach 60% 600,000 ₱1.50 ₱900,000.00
Engagement rate 3% 18,000 ₱3.00 ₱54,000.00
CTR 1% 6,000 ₱2.00 ₱12,000.00
VTR 2% 120 ₱7.00 ₱840.00
Total ₱966,840.00

YOUTUBE
Target viewers/streamers 100% 1,500,000
Reach 50% 750,000 ₱1.50 ₱1,125,000.00
CTR 1% 7,500 ₱2.00 ₱15,000.00
VTR 2% 150 ₱7.00 ₱1,050.00
Total ₱1,141,050.00

INSTAGRAM
Target viewers/streamers 100% 500,000
Reach 50% 250,000 ₱1.50 ₱375,000.00
CTR 1% 2,500 ₱2.00 ₱5,000.00
VTR 2% 50 ₱7.00 ₱350.00
Total ₱380,350.00
TWITTER
Target viewers/streamers 100% 500,000
Reach 50% 250,000 ₱1.50 ₱375,000.00
CTR 1% 2,500 ₱2.00 ₱5,000.00
VTR 2% 50 ₱7.00 ₱350.00
Total ₱380,350.00

MOBILE APPLICATION
App development - - - ₱200,000.00
Download cost - 1,000 ₱35.00 ₱35,000.00
Total ₱235,000.00

INFLUENCERS
Thirdy Ravena ₱20,000.00
Jerrick Ahanmisi ₱20,000.00
Juan Gomez De Liano ₱20,000.00
Aljun Melecio ₱20,000.00
Kat Tolentino ₱20,000.00
Sisi Rondina ₱20,000.00
Eya Laure ₱20,000.00
Jarvey Gayoso ₱20,000.00
JB Borlongan ₱20,000.00
Jayrah Rocha ₱20,000.00
Total ₱200,000.00

TOTAL ₱4,995,560.00

   
 Visuals and Mechanics 

Live Stream Videos  

People will get to easily watch live games on their phones via the live stream service

of Sports+Action. These live streams will be available on Facebook, YouTube, and S+A’s

official website. There will be a live chat box all throughout the game such that the fans

watching can express themselves and their team spirit.

   
#OneWithThePride Boosted Ad Displays 

Videos

Fans could relive their favorite moments in previous games through highlight reels

that will be posted on the Facebook page. These highlights will be uploaded after every game

such that fans could also have something to look forward to watching. This will also allow

those who were not able to catch the game live to see the action that unfolded in the game

they missed.
GIF

Facebook Carousel
360 Image

The GIF, Facebook Carousel, and the 360 image all aim to be interactive

content that would keep reminding the audiences of S+A’s relevance for all of their

sports updates on the UAAP. All of these social media content would highlight the

main hashtag, #OneWithThePride and also incite engagement from the target market.

Press and Hold

 These press and hold materials offer a chance for the target market to feel the

adrenaline that they do when watching any game in an arena. These interactive materials play

the different school cheers of the different universities participating in the UAAP.

Targeted Tweet Promotion

These tweets aim to create noise on twitter before every game. People will start liking

and retweeting this to the point wherein S+A will gain more viewers due to the exposure to

many timelines. This will also create hype towards the viewers watching on their livestream

site which could potentially create brand loyalty.

 Instagram Story Takeover

Through this Instagram takeover that allows the target audience to download and use

the official S+A UAAP stickers, it is expected that several individuals will start posting when

watching live streaming games while at the same time using these stickers. Hence, it also

allows for brand recall and recognition and is in line with the #OneWithThePride campaign.
#OneWithThePride Influencer Content 

One major reason for the UAAP's popularity is the individual following of league

players, especially the stars. Featuring each player's journey and personal stories will provide
interesting content on social media such as Instagram, Facebook and Youtube as this will

allow fans and potential fans to get to know them more outside the playing field.

#OneWithThePride Mobile Application Launch 

The mobile application is the flagship of the campaign for its loyalty phase by serving

as an interactive medium that will instill reward loyal fans/subscribers of UAAP. It will

include exclusive content (e.g. wallpapers), live updates (including real time personal

interviews from players) as well as a QR code feature that leads to an interactive, thematic,

mobile game.

   
 Success Analysis and Measurement 

To gauge the success of this proposed year-long digital media plan, it must result in

improved brand awareness. This is to be accompanied by the increase in its number of

followers on their Facebook, Twitter, and Instagram accounts. To be more specific, the

company must gain 5,000 new followers on Facebook while garnering an additional 1,500

followers on Instagram and Twitter. Viewers for video content should reach a total of 1.6

million viewers which is 60% of the targeted market and 750,000 views on YouTube which

is 50% of the targeted market. Moreover, with all the boosted ads there is an expected 20%

increase in engagements per post with the influencer content. It must encourage repeat

consumption especially with their ability to interact with their favorite players online. Lastly,

for the mobile application there should be at least 1,000 downloads which will result in an

increased loyalty to the brand.

   
 Sources 

“ABS-CBN Sports and Action.” Philippine Television Wiki,

philippinetelevision.fandom.com/wiki/ABS-CBN_Sports_and_Action.

“ABS-CBN Sports Action.” MyTFC.com, mytfc.com/abs-cbn-sports-action.

Global Webindex (Q2 & Q3 2018).

“University Athletic Association of the Philippines.” University Athletic Association

Philippines, www.philippinecountry.com/UAAP.html.