COMMUNICATION GOAL DEARDEPOK KOPE DRAE D Short Term : 1. The Formed of community DearDepok who actively campaign the action care of Depok Town 2. DearDepok receive feedback the opinion and hope of Depok’s citizen 3. Increase sense of belonging of Depok citizens trough 3 phases branding, that is Care, Dream, and Act N TO A TIO UR UC ISM EDRNM ENT Long term : 1.) DearDepok’s campaign are succes to creating the uniquely character of Depok town 2) From the unique character of Depok, Depok being one of the touristm destination in Indonesia 3) Aspiration from DearDepok’s Member can be followed up and supporrting the development of Depok town as a better city. it’s eaisier when you care Presented for scholarship Creativediary - My City IED Milano - Master Brand Management and Communication
COMMUNICATION GOAL Very Short Story About Depok Short Term :Welcome to my city! It’s Colorful, It’s Dynamic, It’s Attractive. It’s Depok. 1. The Formed of community DearDepok who actively campaign the action care of Depok Town 2. DearDepok receive feedback the opinion and hope of Depok’s citizen 3. Increase sense of belonging of Depok citizens trough 3 phases branding, that is Care, Dream, and Act Long term :IT’S A COLORFUL CITY succes to creating the uniquely character of Depok town AN ATTRACTIVE CITY 1.) DearDepok’s campaign are IT’S A DYNAMIC CITY IT’S 2) From the unique character of Depok, Depok being one of the touristm destination in IndonesiaDepok town has labelled as a miniature of Indone- As a typical of a metropolitan city, the location of Depok, as a new autonomy city, was establishedsia. Approximately 90% of 26 DearDepok’s Member Depok is followed up the boundary of Jakarta, 3) Aspiration from ethnics in Indonesia can be directly under and supporrting the development of and has already started applying on April 27, 1999such as Java, Sunda, Betawi, and Minang stay here and as a buffer area to alleviate the high number decentralization approach for local governmentin Depok. So, what doas a find? Culture, Business, Depok town you better city. of population growth in Jakarta, the capital city. system. Depok is like a village girl doing her ownTourism, Entertainment, Education, Dining, Shop- A number of 88% Depok’s employee work in the make up. Depok town is one of the fast growingping? Everything! Depok is the right choice to find capital city, and they spend 14 hours working. Just cities in West Java, Indonesia. Infrastructure, roads,anything! A colorful city? Yes, indeed. imagine it--every Depok’s employee spend only schools, hospitals, recreation, markets, hotels, eve- 10 hours everyday in the city they live, but take rything.You can find the development of this town, 4 hours to get them to Jakarta and send them everyday. When you sleep one night and you wake back to Depok, and just have 6 hours for taking up tomorrow, the changing of this city are waiting rest. It’s a very dynamic city. for you. It’s an attractive city!
COMMUNICATION GOALKEY FACT ABOUT DEPOKShort Term :Threat : Strenght :1. The Formed of community DearDepok who actively campaign the action care of Depok Town A the opinion and hope of Depok’s citizen2. DearDepok receive feedback DYNAMIC COLORFUL3. Increase sense of belonging of Depok citizens trough 3 phases branding, that is Care, Dream, X CLEAN HEALTH SMART PROSPERO B C US LYand ActLong term : ATTRACTIVE1.) The little “sense of belonging” of to creating the uniquely character of (Human Development Index) Depok is the highest inA. DearDepok’s campaign are succes Depok’s citizens to A. HDI Depok towntheir city. is because Depok includes a heterogeneous community2) From theItunique character of Depok, Depok being one of the touristm destination in Indonesia west java province : 78,10 from 100 scalewith a variety of ethnics, each with their own culture. Besides, the very dy-3) Aspiration from DearDepok’s Memberthem spend not much upnamic movement of Depok’s employee that makes can be followed B. CSI (Citizen Satisfaction Indeks) including on good category and supporrting the development oftime in Depok. (71,17% from scale 100) based on MENPAN StandardDepok town as a better city.B. The unrealized dreams of the citizens, because the fast C. The Best Local environment status (LES) in Indonesiagrowing of Depok and the necessity heterogeneous community with va- WHO prototype city in prevention of noncommunicable disease basedriety of ethnic and cultural on citizenC. The less participating of Depok citizens because of their From this strenght, we can look that Depok town is richness with smartvery dynamic movement. They mostly work in Jakarta so they spend much citizens, prosperous, clean, and healthly. This is a potential which can de-time there, at the same time Depok has also been a fast growing city. veloped for realize the primary mission.X. ROOT PROBLEM : Careless citizens
BRAND STRATEGIESBrand History Methodology The campaign is through 3 level strategies: Care, Dream and Act.Dear Depok is the branding project of Depok whichthe mission is to empower Depok’s citizens to be CARE (Create Awarenes for Citizens) is a strategy to make De-care to the development of their city in fun ways. pok’s citizens aware of an issue by giving them some discourse.DearDepok is intended for the citizens of Depok. It The output is citizens’ awareness of the issue. In this level, thetries to emphasize Depok’s concentration develop- citizens would come to the affiliation phase.ment, which is Education, Settlement, Trading Cent-er, Environment, Tourism, Religion, and Government. DREAM (Direct Respons Media) is a strategy to make a survey to Depok’s citizens to know what kind of city they are dreaming of. The output is citizens’ awareness to be involved in Depok’s future planning. In this level, the citizens would come to the par- ticipating phase. ACT (Action of Community) is a strategy to get the Depok’s citi- EDUCATION zens involved in the events that has a direct influence to Depok’s development. The output is citizens’ involving in Depok’s devel- opment. In this level, the citizens would come to the contributing SETTLEMENT phase. TRADING CENTER CARE DREAM ENVIRONMENT ACT TOURISM RELIGION Contribution GOVERMENT Participation Affiliation
BRAND NAMEProject Name : DearDepokPhilosophy : Dear is commonly used as a greeting in the beginning of a letter. There are many reasons of why people make a letter. They may be confirm-ing something, asking of other’s life, or clarifying something. However all the reasons can be concluded in just one word: care. By writing a letter, it can be taken asanother way to in communicating with the receiver. In such a condition where Depok’s citizens are extremely busy in their heterogeneity, DearDepok comes to invitethem to care to their city’s development, to make them pay more attention of the development from time to time, and to make them try to fulfill its needs. This isthe main philosophy of DearDepok; a bunch of care and concern to their beloved city.Tagline : It’s Easier when you carePhilosophy : Eric Form once said in his book, “Love makes everything complicated become much easier.” This tag line is the essence of that philosophy.It is a calling for caring that contains a little “force”, however, in the beginning of the sentence there is a promise that everything surely would become much easierwhen all parts have the sense of “care”. No matter how easy is a job, but if it is not done by a passion, this job would certainly feel hard to do. Vice versa. Indeed thesense of “care” comes up from our selves, but the effect would also color to our surrounding, which could also be filled by drops of love and goodness.Type FontPrimary Font : SteinemAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy Zz 0123456789 !@#$%^&*()_+?|Secondary Font : Gill SansAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy Zz 0123456789 !@#$%^&*()_+?|
VISUAL IDENTITYLogo Style : Kubism - Logo Trend 2010Philosophy of Logo :The main form of this logo is a notebook which it is mean every Depok’s citizens can express their wish in that notebook. This logo was made with clean andclear form that purpose is for create elegant atmospehere with bright color. To differentiating 7 main sector which issued by DearDepok project, this logo havethematic character. Every sector have brandcolor to represent identity of that sector. Thats thematic logo are : c.a. b. EDU CATION f.d. e. TOURISM GOVERNMENTg. Themathic Logo : a. Education b. Settlement c. Trading Center d.Environment e. Tourism f. Religion g. Goverment.
MEDIA PLANNINGCARE (Create Awarenes for Residents) : In this strategy, the used media planning cateory is MASS MEDIA. The media are used in this phase are one way. Themain purpose of this media planning are to increase awaraness, inspiration, and sens of belongings. The promotional kit which will used are :1. Poster : Poster which made in DearDepok project is about Depok’s citizen who have initiative to respect the nature and culture. This poster will be show in strategic placesin Depok town. Every poster is contain 3 short sentence which started by “when you care” word. The second sentence is ideal condition, and the third sentence is paradox condi-tion. To know more about story of citizen who are telling in the poster, audience can scanning QR Codein the bottom part of poster and will they will be directed to “DearDepok.com” website to see the full story.2. News Letter : News letter is the classic media to sharing news about “DearDepok” trough press media. But the role of newsletter are still significant that remembering thereading habits of Depok citizens are highly.3. Merchandise : Merchandise is the DearDepok attributes to introducing DearDepok program and increase sense of belongings between member of Depok’s citizen. Thismerchandise consist of T-Shirt, Member card, hat, and jacket.DREAM (Direct Respons Media) : In this strategy, the used media planning cateory is DIRECT RESPONSE MEDIA. The media are used in this phase are two way soaudience can interacting with other member of DearDepok. The purpose of this media planning is to get feedback from audience about the messages which posting in DearDepokproject. At the last, feedback can be information resources to make better place for Depok town. Promotional kit which will used are :1. QR Code : QR Code is code which have function as shortcut from physic media to digital media by scanning it with mobile phone or laptop. QR Code will implemented in allof DearDepok promotional kit. Trough the QR Code, audience will be directed to the DearDepok primary website to get the complete information.2. DepokDiary and WishBox: DepokDiary is a notebook which designed creativily for stimulating Depok’s citizen to express they aspiration and wish in this notebook.Depok diary contain the inspiring stories from Depok’s citizen who care with nature and culture, program schedule of DearDepok, “Oneheart for depok” pages, and “make a wishpages”.WishBox is postbox which will be installed on the strategic places in Depok town. Depok’s citizen in every place can request to this boz that will be follow up byt member of De-pok Community.3. Website Strategies (Blog, Facebook, Twitter, Youtube) : This is the primary product of DearDepok campaign. All of promotional kit at the last will integrated with internet.Source of information DearDepok will posting in this services.Act (Action of Community) In this strategy, the used media planning cateory is POINT OF PURCHASE. The used media in this phase are direct event so audience candirectly involved in marketing process. The purpose of this media planning is to participating Depok’s citizen on controlling and building Depok town Creativily. Promotional kit whichwill be used are :1. DepokHeroes : are the award event for Depok’s citizen who have initiative to care and respect to Depok town and realized it into real world. This event will be held once amonth and every winner will show at website and poster.2. Make a Wish’s Day : are the dreaming competition event about the better place for Depok town concept. The winner who have great concept and can be realized will beget prize for make their dreams.3. Oneheart for Depok : are the event to participating Depok’s citizens in building process of Depok town. Every citizen can donating their money for one of seven sector fordevelopment of Depok town. The feedback is “love doll” and sertificate for Depok citizens who has donating their money. In the DepokDiary, the donator wolud be get too a heartsticker as warrant that they have care to Depok town. The citizen who akready have 100 heart in DepokDiary will be get the DepokHeroes title.4. DepokCare are the showroom that placing for meeting the member of DearDepok community and for express their aspiration for Depok town. Every member can show theirwork, even sell it. DepokCare are the mediator for report the complaint or hopes for Depok town.
VISUAL POSTER BUILDING A NEW WORLD AFTER SCHOOL SEE THEIR STORY What is inside any student’s mind in their life? To be studying in a favorite university, get the flying colors, giving their best performance in presenta- tion, and all about competition: anything to do, even if we have to put others down. Ira Wahyuningtias, a Depok’s citizen who is studying at the campus of Uni- versity of Indonesia, Depok, introducing a new perpective of seeing what education is. Education is for all, that is what she believes. Thinking this way, every time she are going back from the campus, she gathers some neglected children around UI Rail Station and teaches them English on around the UI Lake. “Sharing knowledge means establishing a new civilization. And I believe, by doing so, I am making a new civilization” she quoted. It’s Easier when You Care (www.deardepok.com) BUSINESS INVESMENT FOR NATURESEE THEIR STORY Margonda Street, Depok. This is the biggest trading centre in Depok. Nearly all kind of business run here. The metropolis life style has been the character of the citizens in this zone. It has become a common thing that the city lay- out, pollution, and waste have been the second benefits of the business. The result is this city becomes the most congested, polluted, and flood-prone area amongst all areas in Depok. Fahry is a student of graphic design who is also involved in business activities fighting the current of metropolis style by applying the eco business system. He offers a concept of products packaging made of organic material (environ- ment friendly products) to the malls stated on Margonda. The packagings are made with much creativity plus some advice to keep the environment health. According to him, business is a social commitment to establish cultures and civilizations. It’s Easier when You Care (www.deardepok.com)
VISUAL POSTER CONNECTING THE FUTURE THROUGH A PIECE OF ROPE SEE THEIR STORY A wide lake outspreads in the area of Lio, Depok. Its location splits up the area become two, North Depok and South Depok. At first, this lake was an obstacle for some students who are going to the school across the lake. It took about 20 minutes to get them there, circling it. Fortunately, at the initiative of Pak Parman and his family, the wide lake that first was an obstacle, has turned to be a new business at the same time it has become a tourism center now. Yes, they made a ferryboat which effectively shortens the time needed to across the lake, now it only takes 5 minutes. It’s Easier when You Care (www.deardepok.com) GIVING SPACE SHARING SMILESEE THEIR STORY One shiny morning, Depok’s citizens, Pak Musalim and his wife, happened to find a carton box in front of their house. It was quite a shocking thing that there found a little baby sleeping inside the box. It was later being known that the baby was a victim of prostitution. What happened on that morning really was a hit on Pak Musalim’s heart, realizing him even more of how hard the life is out there that is faced by many kids; some are children with disability. Being touched, Pak Musalim finally took some money out from his pocket to build a big house; kind an orphanage which is named “Panti Asuhan Al Amanah”. Now what remains on those kids’ face is none but smiles, and also one on Pak Musalim’s. It’s Easier when You Care (www.deardepok.com
VISUAL POSTER GREAT MEANS FOR GREAT GOAL SEE THEIR STORY This is a story about a woman who invested all her belongings to build a most luxurious mosque in Depok; Dian Al Mahri Mosque. She is Dian Al Mahri, a woman who runs some oil businesses in the Saudi of Arabia. With all her heart, she got the Taj Mahal concept-mosque done here by component of gold coated. What has made her by all heart took all her means to build such a mosque? According to her, every mankind surely would die and there would be a life after the death. This is her goal; the life after death. There is often held Islamic activities here that is introducing Islam’s concepts in the right way, to develop the character of people live around the mosque. It’s Easier when You Care (www.deardepok.com) ECO FAMILY : BACK TO NATURE CONCEPTSEE THEIR STORY What comes to your mind when you know about a man living on a tree house and fulfill all the family needs by all products from the nature? Rice, meat, milk, vegetables. This is not a story about Tarzan anyway. This is indeed a unique system of this family to survive living, initiated by the big family of Bapak Edy, a local citizen in Meruyung, Depok. He was thinking about a healthy life that is has a mutual support between human’s life and the nature. He was thinking that if there ere 100 houses in an area, then there would be a total of 100 septic tank, 100 family waste, and there is uncertainty that all these things could be processed well. By this concept, Bapak Edy then bought a 5-hectare-land and invited the others 15 householder to live together in an area. In this area, he works on the fields, planting any kind of vegetable, fruits, making poultry farm and some are for fish. He also planted 10 trees in a day. As the time goes, now all these families’ needs are provided by the na- ture so they do not need to buy some at the market. Family waste and the laundry of these 15 householder are centered in one place for the health sake and the efficiency. It’s Easier when You Care (www.deardepok.com)
VISUAL POSTER HEART SKETCH OF A POLICEMANSEE THEIR STORY “The police officers are now close enough with the people, protecting us, that I think of how they play an important role in keeping us save.” he said. This is a brief saying from a Depok local citizen about how the polices serve them. This motorcyclist who got a SNI helmet for free, admitted of his hap- piness when one of the police officers friendly and smilingly helping him wear the helmet. “I thought there had been a raid so I just went ahead since I had all the docu- ments required for me to ride the motorcycle. In fact, it was the helmets being given to us”. He said he is delighted of the way polices serve them. That makes him have the feeling of being protected. It’s Easier when You Care (www.deardepok.com) SAMPLE APPLICATION
MERCHANDISEa. T-Shirt b. Jacket c. Hat Td. Newsletter d. PostBox e. DepokDiary f. Membercard Depo Membercard kDiar DearDepok y I fo
SEARCH DEARDEPOK pick a category IT’S EASIER WHEN YOU CARE HOME browse buy merchandise become a memberTheir Story About Depok Events One Heart for Depok DepokCare Contact Us WEBSITE BUILDING A NEW WORLD AFTER SCHOOL SHARE YOUR STORY Ira Wahyuningtias, a Depok’s citizen who is studying at the campus of University of If you have interesting storyIndonesia, Depok, introducing a new perpective of seeing what education is. Education is about Depok Town andor all, that is what she believes. Thinking this way, every time she are going back from the the respectful’s citizen, subcribe the story campus, she gathers some neglected children around UI Rail Station and teaches them wait for more? Share your story in here enter email address English on around the UI Lake. READ MORE ... and get the great prize!
COMMUNICATION GOALShort Term :1. The Formed of community DearDepok who actively campaign the action care of Depok Town2. DearDepok receive feedback the opinion and hope of Depok’s citizen3. Increase sense of belonging of Depok citizens trough 3 phases branding, that is Care, Dream,and ActLong term :1.) DearDepok’s campaign are succes to creating the uniquely character of Depok town2) From the unique character of Depok, Depok being one of the touristm destination in Indonesia3) Aspiration from DearDepok’s Member can be followed up and supporrting the development ofDepok town as a better city.