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Concept Paper

BAGONG SIBOL:

A Youth-Centered & Propaganda-Oriented Movement

In Support of the 2016 Presidential Campaign
Of JojoBinay
Strategy without tactics is the slowest route to
victory. Tactics without strategy is the noise before defeat.

-- Sun Tzu, Art of War

MARKET SEGMENTATION AS A CAMPAIGN STRATEGY

Market segmentation is a marketing strategy that involves

dividing a broad target market(e.g., electorate) into subsets of

sectors, income classes, ethno-linguistic regions, age-brackets
or any other attribute-based groupings who have, or are
perceived to have, common needs, interests, and priorities, and
then designing and implementing strategies to target them.
Market segmentation strategies are generally used to
identify and further define the target customers, and provide
supporting data for marketing plan elements such as
messaging and positioning to achieve certain marketing plan
objectives.
The most common
practices are as follows:

forms

of

market

segmentation

a) Geographic Segmentation
Marketers can segment according to geographic
criteria - regions, provinces, cities, towns, countries,
cities, neighborhoods, or postal codes.
b) Demographic Segmentation
Segmentation according to demography is based on
variables such as age, gender, occupation and education
level. Demographic segmentation divides markets into
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different life stage groups and allows for messages to be

tailored accordingly.
c)Psychographic Segmentation
Psychographic segmentation, which is sometimes
called lifestyle, is measured by studying the activities,
interests,
and
opinions
(AIOs)
of
customers.
Psychographic is highly important to segmentation,
because it identifies the personal activities and targeted
lifestyle the target subject endures, or the image they are
attempting to project.
SAMPLE STUDIES ON THE FILIPINO VOTER
In marketing parlance, as applied to electoral campaigns,
geography shows where your voter is; demographics
identifywho your target voter is; while psychographics explain
how and why is he voting.
To establish a demographic profile of the Filipino voter,
Ericta and Varona used data from the national census and the
Comelec and noted in their 2001 study that the typical Filipino
voter was male, legally married, had completed primary or
secondary school, and had come from a five-member
household living in a separate dwelling.
Another study conducted by the Institute for Political and
Electoral Reforms (IPER) conducted in 1995 and updated in
2003, showed that voters were increasingly young, poor,
female Roman Catholic, and did not have tertiary education.
The IPER study also claimed to go beyond demographic
data into psychographic data: The report showed factors that
shaped the choice of who to vote for (which included benefits
that could be obtained by a voter from a candidate, political
machinery, popularity, and endorsement by a traditional
organization).

Concept Paper

THE LUCENA-LINGAYEN CORRIDOR

Merging geographic and demographic data, Antonio
Gatmaitan (political strategist for Danding Cojuangos failed
1992 presidential bid) introduced in 2003 the concept of
Lingayen-Lucena corridor (LLC) where national elections are
claimed to be won. LLC is the part of Luzon between Lingayen
(in Pangasinan) to Lucena (in Quezon), comprising the province
of Pangasinan, and the regions of Central Luzon, Metro Manila
and CALABARZON. The corridor comprises about 40% of the
vote in the entire Philippines.
Province/Region
CALABARZON
Central Luzon
Metro Manila (National Capital
Region)
Pangasinan (part of Region I)
Lingayen-Lucena corridor
Philippines

2010 voters
6,736,126
5,648,686

Percent
13.28%
11.14%

6,137,728

12.10%

1,621,959
20,144,499
50,723,733

3.20%
39.71%
100%

LLC is described as the most urbanized. This is where the

high concentration of television and radio makes advertising in
those mediums to be critical in winning votes
Aside from being easily reached by candidates either via
television or radio, it also has the highest number of internet
connections, is the primary market of national dailies, and is the
wealthiest area in the country.The corridor has been used as a
sample in opinion polls to gauge how candidates are faring.The
voters in the corridor, which has been described as the socalled "market vote."
(Later in in 2004, Gatmaitan added to the Corridor densely
populated cities such as Naga, Legazpi, Cebu City, Bacolod,
Iloilo City, Davao City, Cagayan de Oro and Zamboanga City,
which together with the LLC, comprise almost 52% of the
voters.)

Concept Paper

YOUTH VOTE
In the same way that the IPER studies stated that the
Filipino voters were becoming increasingly young, this
conclusion has been officially validated by the Comelec as
roughly half of the 50 million registered voters in the country
are 18 to 33 years old. (It is estimated that of the 7 million voters
within the college age bracket of 18 to 24, only about 2 million,
or a third of it, are enrolled in college.)
The idea of a youth vote has always been a concept that
is intriguing yet uncertain. Its premise has not been proven in
that in that it cannot be likened to a voting bloc like the Iglesia ni
Kristo. It is instead compared to the womens vote, where
voters shared interests do not necessarily translate into
shared candidates.
In the article Mock polls mock the idea of a youth vote,
Rappler reporters showed that, according to the results of
mock polls conducted at three leading colleges the University
of the Philippines (UP), the University of Santo Tomas (UST) and
the University of Asia and the Pacific (UA&P) it appears like
the youth in schools have common interests and ideals, but
certainly no common candidates.
In Educated youth still vote based on personalities, GMA
News reported that according to the "Pinoy Youth Barometer"
poll conducted in March 2013 by the Asian Institute of
Management (AIM) Policy Center, only 2.17 percent of 2,000
respondents voted based on the candidates' platform. In
contrast, a 90 percent majority chose candidates based on
personalities, last names and their television advertisements.
(However, despite the survey's large sample size, it is
conceded that it cannot be nationally representative since the
out-of-school youth were not part of the poll).
Pulse Asia President Ronald Holmes doubts the idea of a
youth vote.In fact, he notes that the Philippines cannot be
considered to have an electorate, a part of the population that
shares similar attributes and position on issues.My sense is
that it is not certain, and you do not have a large group of
individuals who may be in school or out of school who (are)
articulating such issues so that the candidates can respond to
them, says Holmes.
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TOWARDS A NEW CAMPAIGN MODEL

Guided by past studies on the behavior and profile of the
Filipino voter, while recognizing the need to focus time and
other valuable resources on such tested battlegrounds as the
Lingayen-Lucena Corridor and the potentially rich yet relatively
untapped Youth Vote, a new business model and campaign
technique must be launched and sustained incorporating the
foregoing considerations and based on the following matrix of
information from demography and pyschography:
(a) The Filipino voter is almost equally a male and female,
poor, Roman Catholic, legally married and belonging to
a family of five;
(b) He is predominantly young (with official data showing
that half of the electorate belongs to the 18-33 age
bracket);
(c) A sizable portion of the electorate (about 40%) lives
and votes within the Lingayen-Lucena Corridor. The
Corrdidor, being the most urbanized part of the
Philippines, has the most number of televisions, radios,
newspaper circulations, internet connections and
cellular phone concentration.
(d) The Corridor (being the most densely populated area),
and the Youth (being the biggest sector within the
electorate), are fertile grounds of message placement
and positioning, alliance networking, and electoral
campaigning, in general.
(e) The youth, even those in the schools, can still be
swayed by personality-based politics and the
onslaught of media advertisements.
(f) Online media sites like Facebook and Twitter can be
potent tools for electoral campaign, and are mostly
frequented by the youth. (Statistics show that 1/3 of the
Filipinos have access to Internet, and 90% of them are
into Facebook.)
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BAGONG SIBOL: CONCEPT OF OPERATION

As the vehicle for the proposed new campaign model and
technique, BagongSibol is envisioned to be a new movement of
the youth in support of the 2016 presidential bid of Hon.
Jejomar Binay. It can be the nucleus of what Pulse Asias
Holmes intimated to be a large group articulating such
issues so that the candidates [and the general public can
respond.

BagongSibol will be engaged in the following general lines

of work:

(a) Production and/or distribution of standard and

customized propaganda materials within the targeted
sector (Youth) in the specified areas (the LingayenLucena Corridor);
(b) Alliance networking with, and data mining from
different youth organizations and key individuals in the
Corridor;
(c) Championing of issues of vital interest to the youth and
Hon. Binay in the various fora and media.
As anchor events and key programs of the Project, the
different units and networks established (and to be established)
shall focus on the following:
(a) Biometric Registration for the youth
(b) Voters education
(c) Depensang Bayan para kay Binay (an aggressive
counter-offensive propaganda line to be led by the
youth to mitigate and/or manage the damages and fallouts caused by the ongoing smear campaign and
demolition job)

Concept Paper

(d) Opensang Kabataan (a propaganda line focused on

conscientization of the youth towards preferring Hon.
Binay, and mobilizing talking heads to vigorously
campaign for Binay)
(e) Mga Tunay na Usaping Bayan or B.I.N.A.Y. [Basic
Issues and National Agenda of the Youth] (a provision
of venue for articulation and crystallization of issues of
vital interest to the youth and Hon. Binay, including
outlining of a youth-endorsed platform of government)

WORK PLAN

BagongSibol shall implement targeted and sustained

propaganda work (with alliance networking and data collection

efforts) following a general work plan that will revolve around
the implementation and enhancement of the five (5) integrative
anchor programs (listed above) to be delivered by the different
units, thus:
(1) The Propaganda Unit to be headed by a Unit Leader
shall have the following members with their corresponding
job descriptions:
(a) Researchers and writers (at least two [2])
(b) Consultant and Coordinator for Media Affairs and
Activities
(d) Artists (e.g. for webhosting, graphics lay out, and
cartoons etc) [at least 2]
(e) Performing artists [on a need-basis] (e.g.,
singers, dancers)
(f)Speakers and spokespersons (at least 2)
(2) The Alliance Building and Data Collection Unit to be
headed by a Unit Leader shall have the following members
with their corresponding job descriptions:
(a) Coordinator for Public Relations and Events
(b) IT and Information Management System Officer
b) Data Encoders (at least 2)
(c) Area coordinators (varying number, time-bound,
job order type)
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Together, the Units will conceptualize and execute

activities in furtherance of its over-all objective of
supporting the main effort to help Hon. JojoBinay win the
presidential campaign in 2016, thus:
1. For the Propaganda Unit:
(a)
Monitor issues and trending topics on print,
broadcast and social media.
(b) Collate information relevant to the fields of
interest of the principal, the general public, and the
movement.
( c) Set-up production templates (theme, target
audience and predicted impact)
(d) Produce and reproduce products such as:

(c)

News articles
Press statements
Blogs
Flyers and leaflets
Online banners
Viral clips
Audio visual presentation
Online petitions
Chain e-letters
Text messages
Public brief
Other online media contents

Conduct special info operations:

i.

Social Media activities

Participate/engage in online forums and

comment threads
Use Facebook, website maintenance,
blogging and other online activities
Engage in Tweets, Instagram, and Viber
public chat
Upload viral clips and online banners

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ii. Contact-building

and liaisoning with key

mainstream media practitioners (including
provision of materials to opinion makers,
columnists,
radio
commentators
and
investigative media people)
iii. Text blasting (subject to provision of
equipment)
iv. Leafleting
v. Informal caucus/small group discussions
(d) Issue-championing in mass media and different
public fora, including a series of mass info
campaigns
on
Depensang
Bayan,
OpensangKabataan, and B.I.N.A.Y.
2. For the Alliance Networking and Data Collection

Unit:

(a) Mapping and profiling of different areas in the

Corridor and prioritization and strategizing of
alliance building anddata collection efforts
(b) Conduct of No bio, No boto campaigns among
the youth, and voters education info campaigns;
(c) Recruitment and consolidation of allied youth
organizations and key individuals within the Corridor
(d) Staging of targeted gimmicks and service
deliveries in identified areas
To provide the budgetary and other logistical and
technical requirements of the Project and the different units
and personnel, a Chief Administrative Officer will be hired to be
assisted by subordinates handling: (a) logistics, supplies,
payroll and reimbursements, and (c) internal audit,
documentation, ground monitoring and data validation.
The general direction of the project, as well as the over-all
supervision of personnel and activities, shall be the
responsibility of the Project Director to be assisted by a team of
management consultants
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WORK SCHEDULE
1. 01 to 15 June 2015:

Setting up and provisioning of the Project Office

Strategic planning and direction-setting
Recruitment and orientation of personnel
Creation production templates and reporting forms
Mapping of activities and initial performance
targeting

2. 16 June to 15 October 2015 (1st 4 months)

Creation and maintenance of online media channels
(website, Facebook, Twitter, Instagram, and
Youtube)
Profiling and contact building with different youth
organizations and key individuals within the
Lingayen-LucenaCoridor
Collection and validation of data from the Corridor
thru deployment of local data miners, monitored by
the Chief Collector, and assisted on a need-basis by
the PR and Events coordinator
Championing of key issues in different fora and
various media, including such venues as the courts
and administrative agencies
Staging of gimmicks and service deliveries in
strategic areas within the Corridor
Assessment of the first phase of operations
3. 16 October to 30 December 2015
Open and direct campaigning in all media and fora
for the Binay presidency
Continuation and intensification of activities with the
Corridor
Alliance networking and data collection in other key
cities outside the Corridor: Naga, Legazpi, Cebu
City, Bacolod, Iloilo City, Davao City, Cagayan de Oro
and Zamboanga City.
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Conduct of gimmicks and service deliveries in

other key cities (listed above)

4. 1 January to 9 May 2016

Intensified campaign for Pres. Binay
Conduct of special ops in other areas and sectors
not previously covered
Consolidation of key youth orgs and groups as
endorsers, campaigners and volunteers
Linking up and technology transferring with the
main campaigns (with possible turn over of warm
bodies and know-hows for vote generation,
conversion and protection)

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ORGANIZATIONAL STRUCTURE

Project Director
Administrative
Officer
1. Logistics, Supplies,
and Payroll
2. Internal Audit &
monitoring and
Documentation

Alliance Work & Data Collection

Unit Leader

Propaganda Unit Leader

Consultant and Coordinator for
Media

IT and IMS Officer

Consultant and Coordinator for

Online and Non-Traditional
Media

Local Coordinators

Speakers and spokespersons

Encoders

Researchers and Researchers

and writers
Artists (e.g. for graphics, lay out,
webhosting, cartoons etc

PR and Events Officer

Performing artists [on a needbasis] (e.g., singers, dancers)

BUDGET

(For discussion with the management team)

Initial budget for the set up of the office (rental deposit and
advance, capital outlay, utilities, supplies)
Payroll, operating expenses, supplies and contingency
fund

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