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I Stand on The Right Stop Campaign

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I Stand on The Right Stop Campaign

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Communication proposal about preserving public facilities. The issue of this proposal is about bus stop. With many people neglect bus stop, this campaign is inviting people to care and using bus stop, as the starting point to preserved action

Communication proposal about preserving public facilities. The issue of this proposal is about bus stop. With many people neglect bus stop, this campaign is inviting people to care and using bus stop, as the starting point to preserved action

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I Stand on The Right Stop Campaign

  1. 1. PRESENTED BY REYANDRA DIO BOENTORO UNIVERSITAS MULTIMEDIA NUSANTARA – PUBLIC RELATIONS I STAND ON THE RIGHT STOP PRESERVED PUBLIC FACILITIES CAMPAIGN
  2. 2. MIND MAPPING Public facility is a facility that is held for public interest. It existance is essentials. is needed to simplyfy and expedite public needs in certain aspect. Are in bad condition lack of preserved action from society. Status QuoImpact Social Problem
  3. 3. BACKGROUND Bus stop is a place to get and get off for bus passenger. It is an essentials public facility for society with high mobility since it has strong correlation with public transportation. The right usage of bus stop generate discipline in using public transportation, facilitate information about public transportation clearly, and minimize the traffic jam problem. It is unfortunate, as bus stop condition is in bad state. 272 out of 1300 bus stop in Jakarta have been broken. Some of them have been shift to be market and homeless shelter. The reason is, people these days are neglecting bus stop. Many of them don’t use bus stop to get and get off from the bus. They do it along roadside, and corner. It happen because practical habits of urban people. Habits that want to do things as simple and easy as possible and do not think about the long term implication. It makes bus stop loses its functionallity. At this time, several people take advantage from the situation and shift bus stop’s functionality to be market or homeless shelter. Impact from these phenomenon is they do what they like to do with bus stop, e.g. littering, vandalizing, and dismantling. Even if government do its control function and rejuvenate bus stops, but the people still don’t start to use bus stop, the cycle will continue. With the bad condition of bus stop, it created vicious circle and add more reason for people to not use bus stop. Thus, unpreserved action for bus stop, continues.
  4. 4. INTEGRATED SOLUTION PROPOSAL SCOPE  Rejuvenate and renovate bus stops regularly  Provide additional facilities integrated to bus stops like mini-market  Place person in charge to take care of bus stops Curb bus driver to only stop at bus stop and terminal Bring order to people who do not use bus stop as it supposed to be.  This proposal will limit it scope only for public communication act  This proposal will be implemented first in Jakarta
  5. 5. Threat  People habits to get and get off from bus along roadside  Bus driver habits to follow passenger habits by stop along roadside  People who take advantage from the status quo Weakness  Can not be executed by itself (just communication), but requires support with control, management, and regulation by authorities  Require high budget to be executed Strength  Focus on communication area  Campaign uses target audience interest as channel to deliver message  Campaign is implemented with wide scope Opportunity  Favor from several groups in society which already aware and care with this issue  It is kind of campaign that have tendency to be approved and supported by authorities CAMPAIGN TOWS ANALYSIS
  6. 6. The negative behaviour from people which do not use bus stop as they should.
  7. 7. OBJECTIVE • Cognitive Increase the awareness of significance to use bus stop as it should. • Affective Build positive attitude to care toward bus stop and it uses. • Behavioural Establish positive behaviour and habit to use bus stop as it should. POSITITION & IDENTITY To make people use the bus stop
  8. 8. TARGET AUDIENCE Demographic  15-45 years old  Urban people of Jakarta  SES B-D Psychographic  High mobility  Productive and independent  Needs to public transportation PROFIL AUDIENCE Garry, 18 years old, M A student from highschool in Jakarta. He uses public transportation everyday to get him to school. Nicko, 26 years old, M A journalist. With his profession which requires high mobility, he depend on public transportation to do his job. Beauty, 22 years old, F A start-up entepreneur. As her job pushed her to be productive as possible, she use public transportation as daily routine Julia, 38 years old, F An employee for a corporation in Jakarta. Her daily routine is to take public transportation to get to work and home.
  9. 9. KEY MESSAGE TAGLINE I STAND ON THE RIGHT STOP Let us get and get off bus at bus stop
  10. 10. STRATEGY EMERGE EDUCATE ENGAGE EXPERIENCE 4E
  11. 11. COMMUNICATE IT!  SOCIAL MEDIA RELEASE Generate and share links to news article on website, via social media account, and email.  VIDEO MEDIA RELEASE Share news release in audiovisual format on video network host e.g. Youtube. PHASE 1 EMERGE THE ISSUE NEWS RELEASE EXPECTED OUTCOME : PUBLIC ATTENTION Create website like www.haltebus.com to facilitate news and information about the issue. Create news portal on website , fill with news release with content about:  Bus stop bad condition/ status quo  People are neglecting bus stop  How it’s one of the cause of heavy traffic jam (social problem)  Neglecting is a cause of bus stop bad condition and lead to traffic jam (social problem)
  12. 12. PHASE 2 EDUCATE THE PEOPLE PUBLIC SERVICE ADVERTISEMENT CHANNEL KEY MESSAGE  Tell and provide visual description about the right way to use bus stop  Tell and provide visual description about way to preserves bus stop  Persuade to participate in this social movement PARTNERSHIP & SUPPORT EXPECTED OUTCOME PUBLIC KNOWLEDGE
  13. 13. PHASE 3 ENGAGE THE PARTICIPANT GAMES COMMUNICATIONSAPPLICATIONS SMARTPHONE ENGAGEMENT APPROACH  Puzzle/ mind games with bus stop theme  Simple, entertaining, and meaningful  Gain users familiarity about campaign ideas, sublime in entertainment  Daily Application for bus and bus stop users  Provide information about bus stop location, routes, and fares  Engage audience through usefulness  LINE Sticker with bus stop theme  Make it cute and meaningful with sticker’s visual emotion.  Engage audience through channel’s popularity and audience interest EXPECTED OUTCOME : PUBLIC FAMILIARITY
  14. 14. PHASE 4 EXPERIENCE THE CHANGE TOSHAREISTOCARE MAKE IT VIRAL Experiencing bus stop, and share it. Take a selfie, put your feelings, thought and hope in caption. Share on social media, tag our account @haltejakarta, and dare your friend to do so. Show everyone how proud you are because you have stood on the right stop. #IStandOnTheRightStop #RightStop #HalteJakarta #BusStop #Preserve EXPECTED OUTCOME SOCIAL BEHAVIOUR CHANGE
  15. 15. TIMELINE PROGRAM IMPLEMENTATION MAY JUNE JULY 1 2 3 4 1 2 3 4 1 2 3 4 PROPOSAL DEVELOPMENT PARTNERSHIP AND SPONSOR CAMPAIGN BLOG SOCIAL MEDIA RELEASE VIDEO MEDIA RELEASE PUBLIC SERVICE ADVERTISEMENT MOBILE APPLICATION MOBILE GAMES LINE STICKER SHARING EVALUATION
  16. 16. BUDGET NO ITEMS AMOUNT SUBTOTAL TOTAL 1 PROPOSAL PRINTING 30 PIECES Rp 40,000.- Rp 1,200,000.- 2 STAMPS 30 PIECES Rp 8,000.- Rp 240,000.- 3 BLOG/ WEBSITE 1 UNIT Rp 500,000.- Rp 500,000.- 4 TV COMMERCIALS DEVELOPMENT 1 UNIT Rp 25,000,000.- Rp 25,000,000.- 5 TV COMMERCIALS 450 SPOT Rp 15,000,000.- Rp 6,750,000,000.- 6 OUTDOOR AD/ BILLBOARD DEVELOPMENT 1 UNIT Rp 40,000,000.- Rp 40,000,000.- 7 OUTDOOR AD/ BILLBOARD 40 PIECES Rp 130,000,000.- Rp 5,200,000,000.- 8 GAMES DEVELOPMENT 1 UNIT Rp 500,000,000.- Rp 500,000,000.- 9 APPLICATION DEVELOPMENT 1 UNIT Rp 500,000,000.- Rp 500,000,000.- 10 LINE STICKER DEVELOPMENT 1 UNIT Rp 3,000,000.- Rp 3,000,000.- 11 CONTINGENCY FEE 10% BUDGET Rp 1,301,994,000.- 12 GRAND TOTAL Rp 14,321,934,000.-
  17. 17. Yardstick Model • Number of news release • Number of hits on website, and links • Number of views and like on video release • TV Commercials rating • Impression of outdoor advertising Basic • Number of games, application, and sticker download • Number who receipt message • Number who retain message Intermediate • Number of sharing post • Number of hashtag • Number of bus stop user • Number of broken bus stop by the end of the campaign and year Advance EVALUATION
  18. 18. CREDIT Layout Inspiration  Inco Hary Perdana  Edwin Marcel Lengkei  www.slideshare.net/ Background Material  https://www.umn.ac.id/home/viewarticle/__Seminar_Selamatka n_Fasilitas_Umum  https://www.facebook.com/EfektifitasPenggunaanHalte?ref=st ream  http://instran.org/index.php/in/ruang-berita/depan/25-front- page/1526-halte-tak-lagi-nyaman-digunakan http://www.haltebus.com/
  19. 19. THANK YOU REYANDRA DIO BOENTORO @reyandradb

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