RISE CAMPAIGN PROPOSAL

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Campaign Proposal for Maverick Indonesia

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RISE CAMPAIGN PROPOSAL

  1. 1. RISE Campaign ProposalBy: Ratu Yulya Chaerani
  2. 2. SummaryCilegon is a major coastal industrial city in Banten Province-Indonesia. As industrial city and gatewaybetween Java and Sumatera Islands, the high amount of mobile vehicle is inevitable. In Cilegon,motorcycle is considered as alternative solution to reach most area, regarding some areas can‘t be reachedby public transportation. As with any mode of transportation, motorcycle riding brings both benefits andrisks. As an avid motorcycle enthusiast, we know first-hand the joy and the pain that can come with thefreedom of the open road, especially in Cilegon which only have one main road that connect every sub-district. This condition makes the possibility of accident even greater, and the risk motorcycle ridersinvolved in accident higher than other regarding the amount of motorcycle riders in this city. In 2011 trafficaccident occurs 233 times, increase 9% from 2010. The increasing of traffic accidents case in Cilegon,makes safety riding campaign become the main concern. RISE Ride Safely-Let‘s Share The RoadCampaign proposal will identify important publics, define goals and objectives, as well as suggest detailedstrategies and tactics to be employed and also develop a campaign designed to spread awareness ofsafety riding issue especially the concept of sharing the road. 1
  3. 3. Table of ContentsSummary .............................................................................................................................................................. 1Table of Content ................................................................................................................................................... 21. Introduction ...................................................................................................................................................... 32. Situation Analysis ............................................................................................................................................ 6 2.1 SWOT Analysis ................................................................................................................................ 6 2.2 Competitive Analysis ....................................................................................................................... 7 2.3 Objective .......................................................................................................................................... 8 2.4 Problem Statement........................................................................................................................... 93. Communication Strategies .............................................................................................................................. 9 3.1 Target Audience ............................................................................................................................ 11 3.2 Visual Element ............................................................................................................................... 12 3.3 Media and Partners ........................................................................................................................ 124. Budget ............................................................................................................................................................ 135. Evaluation Method ......................................................................................................................................... 13 5.1 Method ........................................................................................................................................... 14 5.2 Sampling Procedure....................................................................................................................... 14 5.3 Questionnaire ................................................................................................................................. 15 2
  4. 4. 1. Introduction Cilegon is a major coastal industrial city in Banten Province-Indonesia and gateway between Java andSumatera Islands. From 2008 to 2010 the number of registered vehicle in Cilegon increased gradually.Based on the data, the number of registered vehicle is dominated by motorcycle as seen below:1 Table 1 Number of Registered Vehicle by Type in Cilegon 2008-2010 Type of Vehicle 2008 2009 2010 Passanger Cars a. Public Transportation 2782 2 781 2 784 b. Sedan c. Jeep 1873 2 055 2 197 575 612 652 Buses 7 399 8 030 8 786 Trucks 5 658 5 854 6 130 Motorcycle 102 904 118 690 140 559 TOTAL 121 191 138 022 161 108 Source: BPS- Statistic of Cilegon City. 2011. Cilegon in Figures. Page-222 Based on the data, we can foresee that the number of vehicles can exceed the road capacity. Thevehicle density increases the fatal accident possibility. Based on Police Resort of Cilegon data, In 2011traffic accident occurs 233 times, increase 9% from 2010. 2 On 2010, the number of motorcycle drivinglicenses that was produced by Police Resort of Cilegon reach 14 754 licenses.3 Motorcycle rider whichdominate the road are especially at risk – on a per kilometer travelled basis, they are 30 times more likelyto be killed on our roads. The trend in fatalities suggests that motorcycling safety is lagging behindimprovements for other road users.4 In the event of a crash, motorcyclists are significantly more vulnerable1 BPS- Statistic of Cilegon City. 2011. Cilegon in Figures. Cilegon: BPS- Statistic of Cilegon City . Page-222.2 http://www.polrescilegon.com/2011/12/data-kriminalitas-dan-laka-lantas-kurun.html accessed on 5 october 2012 at 7.00 AM.3 BPS- Statistic of Cilegon City. Loc.Cit. Page 225.4 http://www.transport.sa.gov.au/pdfs/safety/mcsafety2.pdf accessed on 4 October 2012 at 6.00 PM. 3
  5. 5. to death or serious injury than motor vehicle occupants. With the exception of a helmet, they do not haveany personal protection. Besides the number of vehicle, road condition in Cilegon plays a significant role to prevent trafficaccidents. Road surface is important for motorcycle rider pot-holes, crumbling pavement edges, loosegravel and even leaves can present significant problems for riders. Based on Office of Public Works City ofCilegon, 87,47 KM of Cilegon Local Road are severely damaged.5 Regarding road condition, we canconclude that motorcyclists are significantly more vulnerable to get involve in accident. Cilegon, have somedangerous area whereas traffic accident usually occurs. There was 14 traffic accident areas in Cilegon.6Kerenceng Railroad Trajectory near industrial area is the most vulnerable area than other area.7Furthermore, most traffic accidents in Banten Province, occurs at railroad trajectory in Cilegon.8 Otherfactors that often makes traffic accidents occurs is attitude and behavior of motorcycle rider and other roadusers. Usually, after a rider losing control of the machine and falling off or hitting a fixed object, other roaduser can‘t avoid to crash the victim. Most of motorcycle rider passed away after falling from their motorcycleand crashed by another vehicle behind them.9 Every single day, 2 people passed away on traffic accident in Banten Province. 10 However, safetyride issue is not a main concern in Cilegon. Until October 2012, safety riding campaign or event never beenheld in Cilegon, and there is not any media or news related safety riding campaign in Cilegon. Governmentof Cilegon City only maintain safety riding issue by implemented Regulation of the Ministry of industry thatrequire every motorcycle riders to wear national-standard helmet. All companies in Cilegon mostly concernin educational program when implemented CSR. We can see that in CSR report on some of the company,most of all mainly focused on education. For example, the biggest Steel Industry in Cilegon, implementsCSR mostly to improve the education quality, and renovate some public facilities especially construction,renovation and providing supplies for some mosque.11 In conclusion the lack concern about safety ridingmatter in Cilegon, is another significant drive to establish safety riding campaign.5 http://ciptakarya.pu.go.id/profil/profil/barat/banten/cilegon.pdf accessed on 3 October 2012 at 8.00 PM.6 http://www.radarbanten.com/beta/daerah/4483-daerah-rawan-diawasi- accessed on 7 October 2012 at 11.56 PM.7http://www.metrotvnews.com/read/newsvideo/2012/08/23/157987/Perlintasan-KA-Krenceng-Cilegon-Rawan-Kecelakaan/6 accessed on 7 October 2012 at 11.46 PM.8 http://www.radarbanten.com/beta/daerah/4484-19-perlintasan-kereta-liar- accessed on 5 October 2012 at 1.00 PM.9 http://bantenpos-online.com/2012/09/14/hindari-kijang-tewas-dilindas-angkot/ accessed on 6 October 2012 at 12.44 AM.10 http://instran.org/index.php/en/component/content/article/2196-kecelakaan-lalu-lintas-setiap-hari-dua-orang-tewas-di-jalan- raya- accessed on 6 October 2012 at 2.00 PM.11 PT Krakatu Steel CSR Book. Page -47 http://www.krakatausteel.com/?page=content&cid=108 accessed on 8 October 2012 at 2.00 AM. 4
  6. 6. Safety riding campaign in Indonesia has been held in several cities, such as: Jakarta, Solo,Surabaya, Malang, and Denpasar. Usually, safety riding campaign conducted with using above the linemedia, online media, and organizing special events such as touring or gathering several community(motorcycle club). As for Cilegon who never been held safety riding campaign before, the most importantpriority is increasing public awareness regarding sharing road concept. RISE is the first project thatestablished in order to increasing public awareness and inform public about sharing road concept. RISE campaign with its tagline let’s share the road will using social media to engaged with localcommunities in Cilegon and if possible will corporate with related governmental institution and Industries tospread the fact sheet about sharing road concept among the employee. The aim of RISE campaign is toincrease the awareness about safety riding concern and introducing sharing road concept. 5
  7. 7. 2. Situation Analysis 2.1 SWOT Analysis Strength a. Cilegon has active social-network user. b. Cilegon has local communities that consist of target audience on this campaign. c. Local communities demonstrates willingness to trial some innovative designs to facilitate motorcycling campaign and overcome site-specific constraints. d. The local communities have forged good working relations with neighboring local authorities. e. Cilegon has numerous motorcycle riders and can be expected the campaign issue will draw their attention. Weakness a. There is a lack of public awareness and recognition regarding safety riding issue and sharing roads concept. b. As the first campaign, RISE-Let‘s Share The road doesn‘t have guidelines. c. The original strategy raised expectations, and if fail to fulfill these can caused frustrations between the local authority and other bodies and individuals who are keen to promote safety riding, particularly sections of the local community. d. Due to Cilegon road condition, that only consist of one main road which always crowded everyday, the most possible campaign method is only using social media Opportunities a. Cilegon has local radio communities‘ page in social media, so the information can be spread via each radio social media account. b. There are relatively few large roundabouts in the area and rail trajectories arrangement that poses a significant threat to motorbike rider, and thus undermines the attractiveness of this mode. c. Cilegon south ring roads as brand new alternative route are opportunities to promote motorcycling safety campaign along the valley bottoms and via ‗contour routes‘. d. Significant target audience are mostly social media user. 6
  8. 8. e. Yamaha & Honda Motor Club and Institute for Transportation Studies (INSTRAN) as Non- governmental Organization (NGO) that concerns specifically on sustainable transportation issues both in cities and in villages can be potential partner to spread RISE campaign. f. Government rules regarding the usage safety riding equipment such as helmet have been implemented in Cilegon. g. Cilegon never have traffic accident case that caused by driving under alcohol influence. Threat a. There is currently no motorcycling pressure or campaign group in Cilegon which we could engage to work collaboratively towards effective measures to promote safety riding online campaign. b. Most people think that the concept of safety riding is generally limited to the usage of helmets and vehicle condition surveillance. c. There was especially difficult to encourage members of such groups to consider sharing road is something that we must do regarding the existence of motor-club which illegally use some road area in remote sub-district as racing arena. 2.2 Competitive Analysis a. Safety riding campaign in other cities 2012 Safety riding campaign have been conducted in some cities as seen below: Jakarta Safety riding campaign in Jakarta engaged with motorcycle rider communities, such as: Yamaha Vixion Club Indonesia, Asosiasi Honda Jakarta (AHJ), Honda Scoopy Club Jakarta, Honda Supra X 125 Community Jakarta, and Blade Riders Club.12 Safety riding campaign in Jakarta consist of safety riding training, convoy, and riding instructors championship among motorcycle rider communities. Jakarta has safety riding forum as initiator of media communication for safety riding club / motorcycle community in Jakarta.12 http://tundrace.wordpress.com/2012/09/18/wahana-safety-riding-club-and-community-competition-2012/ accessed on 8 October 2012 at 5.41 PM 7
  9. 9. Surakarta Safety riding campaign in Surakarta involving students from SMA Pangudi Luhur Santo Yosef as part of student orientation.13 The students across Jl Adi Sucipto, Manahan as safety riding campaign route with carrying safety riding banner and poster made by themselves. Wonogiri Safety riding campaign in Wonogiri held by Police Sector of Jatiroto at some school in local district to persuade students to wear proper safety riding equipments, especially helmet.14 This campaign conducted regarding the fact that students always ignore the importance of wearing helmet even if their destination is nearby. Surabaya Safety riding campaign in Surabaya are integrated with government program. The aim of the campaign is to reduce the death rate of fatal accident.15 Government of Surabaya City engaged with Police of Surabaya Resort and Universities to socialize safety riding model. The campaign have been held since 1 September 2005 and successfully change the motorcycle rider behavior, and after divide the transportation lane safety riding campaign can reduce traffic jam case at the peak hours in Surabaya.16 a. Main areas of recognition about safety riding campaign in other cities Safety riding campaign in other cities mainly focused on special events and socialization. If we compare all of safety riding campaign above, the most successful campaign is in Surabaya, because it can change the motorcycle rider behavior, and reduce traffic jam case at the peak hours. It would be perfect if Surabaya has Safety riding campaign forum, so campaign activities not only relied on government program. 2.3 ObjectiveThe aim of RISE-Let‘s Share The Road Campaign is to increase awareness about sharing road concept ofsafety riding among 10% of motorcycle rider in Cilegon.13 http://www.solopos.com/2012/07/17/kampanye-safety-riding-311636 accessed on 6 October 2012 at 6.48 PM.14 http://www.soloposfm.com/2012/09/polsek-jatiroto-gelar-safety-riding-di-sekolah/ accessed on 5 October 2012 at 7.03 PM.15 http://www.surabaya.go.id/eng/safty.php accessed on 6 October 2012 at 7.17 PM.16 http://penelitian.unair.ac.id/_a089ac2ef7e46e7667281bb192e212de_Unair.pdf accessed on 3October 2012 at 7.44 PM. 8
  10. 10. 2.4 Problem StatementThere is a lack of public awareness and recognition of safety riding, especially sharing road concept. Thisproblem needs to be addressed now. All target publics are affected, but major areas of focus includestudents, employer, and every motorcycle rider in Cilegon. The continued success of the campaign will gainsupport from government and contribute to change the motorcycle rider behavior, reduce traffic jam case,and furthermore it will reduce traffic accident victims.3 Communication StrategiesAn Internet marketing strategy is needed to provide consistent direction for campaign activities so that theyintegrate with its other marketing activities and supports its objectives. We can see framework for internetmarketing strategies development that will be used in this campaign below: Source: Dave Chaffey, et all. 2006. Internet Marketing Strategy, Implementation and Practice 3rd Edition. British: Pearson P.158. 9
  11. 11. Based on internet marketing strategies development at previous page, to pursue campaignobjective (to increase awareness about sharing road concept of safety riding among 10% of motorcyclerider) we will define strategic plan. Cilegon has numerous internet users that gather in online localcommunities. Most of internet users have social media account especially Facebook and twitter. We canutilize 11 local communities on twitter and 9 local communities on Facebook to spread relevance newsabout RISE campaign and sharing road issue. Those local communities include local radio station account,and we can engage with local radio station by spread news about RISE campaign on their Facebook andtwitter account. Alongside Cilegon local communities, we also seek opportunity to corporate with CilegonGovernment, SAMSAT Cilegon, Institute for Transportation Studies (INSTRAN) and Jakarta Safety RidingForum to provide information about safety riding campaign.After define the internet user, we will arrange planned activities as we can see below: a. Creating RISE Facebook and Twitter account connected with local communities, PRO in biggest company at Cilegon, and Governmental institution. b. Organize and release fact sheet that will provide information about traffic accidents in Cilegon and release RISE (Ride Safely) Campaign Ads in Facebook. c. Releasing information that communicates the importance of wearing a certified helmet and other protective gear when riding on a motorcycle. d. Releasing information about sharing road concept e. Engage with Government and local communities to promote May 2013 as Motorcycle Safety Awareness Month. f. Creating and posting an online planner that will include earned media pieces designed to remind rider to safely ―Share the Road‖ with motorcycles, and to be extra alert when driving to help keep motorcyclists safe. g. Including information and communication materials addressing impaired riding in the Creating and posting an online planner addressing impaired motorcycling that will contain media pieces designed to be used by city and local agencies and the motorcycling community to remind motorcycle riders that when they sleepy and ride, they put themselves and their motorbikes at risk. h. Developing online publication for highway and motorcycle safety agencies and organizations, public health, law enforcement, and medical groups, and other organizations interested in motorcycle helmet use to assist them in encouraging all riders to avoid rider on their blank spot. 10
  12. 12. i. Re-Posting a video from another web site the importance of giving motorcycle the same space as we will give any other vehicle j. Developing and promoting motorcycle safety educational materials to encourage older motorcycle riders to take novice and experienced rider training, wear helmets and proper gear, get properly licensed, and not ride if they feel sleepy.RISE campaign will be held from January until May 2013 and each moth, two point of planned activities willbe implemented. We can see the timetable below: MonthNo Activities Jan Feb Mar Apr May Creating RISE Facebook and Twitter account and1 connected with local communities, PRO in biggest company at Cilegon, and Governmental institution2 Organize fact sheet and Facebook Ads Releasing the importance of wearing a certified3 helmet and other protection gear4 Releasing information about sharing road concept Promote May 2013 as Motorcycle Safety5 Awareness Month. Creating and posting an online planner regarding6 sharing road activity Creating and posting an online planner regarding7 fell sleepy during ride a motorcycle Developing a publication that encouraging all8 riders to avoid rider on their blank spot Re-Posting a video from another web site on the9 importance of giving motorcycle the same space as we will give any other vehicle Developing and promoting motorcycle safety10 educational materials to encourage older motorcycle riders 3.1 Target Audience The main target audience is 14 754 people who having motorcycle driving license based on Police of Cilegon Resort. Other target audience are Cilegon Government, Police, SAMSAT, and PRO from biggest company at Cilegon, and Governmental institution. 11
  13. 13. 3.2 Visual ElementRISE campaign logo above will be used as identity for every publication that made regarding safety ridingissue. RISE is abbreviation from Ride Safely and Let‘s Share the Road is tagline for this campaign. Helmetshape on RISE logo will explain that this campaign is concern about motorcycle rider safety issue and thetagline shows that this campaign aims to introduce sharing road concept among motorcycle riders. 3.3 Media and PartnersRISE campaign will use social network, especially Facebook and Twitter as media. If possible, we willengage with local radio station to spread news about RISE campaign by write on their timeline. Localcommunities, local radio station, NGO, government institution and other entities that will be invited to jointhis campaign are: 12
  14. 14. 4 Budget Estimation Item Price Project supplies material (internet connection /modem credit) IDR 250.000 Campaign ADS on Facebook for 1 month since January IDR 900.000 Licensed software for campaign evaluation measurement IDR 450.000 TOTAL IDR 1.600.0005 Evaluation Method Campaign ran from 15th to 19th June 2011, while post-stage fieldwork ran from 15th to 19th July 2011. Online interviews were conducted using random survey. Interviews were conducted in-home, using Computer Assisted Personal Interviewing. The sample was drawn by means of Random Location sampling. The aim of RISE-Let‘s Share the Road Campaign is to increase awareness about sharing road concept of safety riding among 10% of motorcycle rider in Cilegon. To measure the impact of RISE campaign, we will ask question based on some key factor such as: Awareness of Source, Proven Recall, Prompted Recognition, and Attitude Toward Current Amount of Safety Riding Campaign, Awareness of Source Starting broadly, all respondents were prompted with a list of media sources, and asked whether they recalled seeing or hearing anything about motorcycle rider road safety in any of these sources recently. Online media sources used at this burst of the campaign were shown together with other media as well as sources not employed by the current campaign. This gives a proxy measure of which campaign media stood out as being top of mind for this specific burst of the campaign. Proven Recall In order to measure recall and awareness of road safety campaign, particularly the RISE campaign ads, all adults who said that they had seen or heard some recent road safety advertising relating to motorcycle rider in the relevant sources used at the latest campaign were asked to describe what they had seen or heard. Responses to this question were recorded verbatim and were later coded into categories for analysis. 13
  15. 15. Prompted RecognitionIn order to accurately measure recognition of the latest burst of the campaign, respondents were displayedone of the new Facebook adverts and shown 3 version of fact sheet. Respondents will be shown oneversion of fact sheet and campaign logo and asked if they had seen it, or something similar to it. Attitude Toward Current Amount of Safety Riding CampaignIn the RISE campaign evaluation survey, respondents are asked about their attitudes towards the level ofroad safety campaign, to assess wear out and reactions to road safety activity in general. It was interestingto ask their thoughts on the level of road safety advertising at this point in time.5.1 MethodThe survey employs a random location methodology. The aim of random location sampling is to eliminatethe more unsatisfactory features of sampling without incurring the cost and other penalties involved inconducting surveys according to strict probability methods. This research will use descriptive statistic andrandom sampling.5.2 Sampling ProcedurePopulation in this campaign is 14.754 motorcycle riders who have driving licenses. Minimum sample willbe found by using Yamane formula. ( ) n = 99,3 100 people will be respondent and participate on this survey. If 10% of the respondents are awareabout RISE campaign, it means the campaign objective obtained successfully. 14
  16. 16. 5.3 Questionnaire Dear respondents, we eagerly ask your participation to answer our question related RISE—Let‘s Share the Road Campaign. I hope you are pleased to answer the questions below as your opinion about RISE—Let‘s Share the Road Campaign. Thank you very much for your ParticipationInstruction: Please provide the check mark (√) on the appropriate option based on your opinion A. Demographic Profile of Respondents A1. What is your gender? ( ) Male ( ) Female A2. How old are you? ( ) 17-20 years old ( ) 31-40 years old ( ) 21-30 years old ( ) More than 41 years old A.3 What is your educational degree? ( ) Senior High School ( ) Undergraduate (Bachelor) ( ) Diploma ( ) Post-Graduate A.4 What is the average of your income every month? ( ) Below IDR 500.000 (± 58,46 USD) ( ) IDR 500.001- IDR 1.000.000 (± 58,47 USD-116,92 USD) ( ) IDR 1.000.001- IDR1.500.000 (±116,93 USD-175,39 USD) ( ) IDR 1.500.001- IDR 2.000.000 (±175,40 USD-233,85 USD) ( ) Above IDR 2.000.001 (±233,86 USD) 15
  17. 17. B. Instruction: Please provide the check mark (√) on the appropriate option 1. Do you ride a motorcycle nowadays, at least once a month? ( ) Yes ( ) No 2. Do any of your close friends or family ride a motorcycle? ( ) Yes ( ) No 3. Have you seen or heard anything about road safety campaign in relation to motorcyclists in any of these ways? ( ) Local Newspaper ( ) Social Network (Facebook or Twitter) ( ) Local Radio 4. Have you ever seen this picture below? ( ) Yes ( ) No 5. Motorcyclists are more vulnerable in every day driving situations than other drivers on the road. To what extent do you agree or disagree with this statement? ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree 6. Have you heard the statement before or something similar to it? ( ) Yes ( ) No 16
  18. 18. 7. Here are some things that other people have said about the statement Motorcyclists are more vulnerable in every day driving situations than other drivers on the road. Which of these do YOU personally feel about the statement? ( ) It made ME drive more carefully ( ) It made me think about my own driving ( ) It has prompted me to take more notice of the people riding motorcycles ( ) It is important to have road safety campaign8. Have you seen the safety riding advertisement on the Facebook recently? ( ) Yes ( ) No9. How often do you see safety riding advertisement? ( ) Everyday ( ) Occasionally ( ) Never10. What do you think about the level of road safety campaign advertising, is it necessary to increase the online campaign advertising? ( ) Yes ( ) No 17

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