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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
                ED
RNM
   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 Indonesia
Depok 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 established
sia. 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, 1999
such as Java, Sunda, Betawi, and Minang stay here   and as a buffer area to alleviate the high number          decentralization approach for local government
in 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 own
Tourism, Entertainment, Education, Dining, Shop-    A number of 88% Depok’s employee work in the               make up. Depok town is one of the fast growing
ping? 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 GOAL
KEY FACT ABOUT DEPOK
Short 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 citizen
2. DearDepok receive feedback DYNAMIC
              COLORFUL

3. Increase sense of belonging of Depok citizens trough 3 phases branding, that is Care, Dream,
                          X
                                                                                                                               CLEAN
                                                                                                                                                 HEALTH
                                                                                         SMART
                                                                                                           PROSPERO
                           B           C                                                                               US                                   LY
and Act

Long term :                    ATTRACTIVE




1.) The little “sense of belonging” of to creating the uniquely character of (Human Development Index) Depok is the highest in
A. DearDepok’s campaign are succes Depok’s citizens to               A. HDI Depok town
their city. is because Depok includes a heterogeneous community
2) From theItunique character of Depok, Depok being one of the touristm destination in Indonesia
                                                                     west java province : 78,10 from 100 scale
with a variety of ethnics, each with their own culture. Besides, the very dy-
3) Aspiration from DearDepok’s Memberthem spend not much up
namic movement of Depok’s employee that makes can be followed                         B. CSI (Citizen Satisfaction Indeks) including on good category
                                                                                and supporrting the development of
time in Depok.                                                                        (71,17% from scale 100) based on MENPAN Standard
Depok town as a better city.
B. The unrealized dreams of the citizens,           because the fast                  C. The Best Local environment status (LES) in Indonesia
growing of Depok and the necessity heterogeneous community with va-                   WHO prototype city in prevention of noncommunicable disease based
riety of ethnic and cultural                                                          on citizen

C. The less participating of Depok citizens because of their                          From this strenght, we can look that Depok town is richness with smart
very 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 STRATEGIES
Brand History                                         Methodology
                                                      The campaign is through 3 level strategies: Care, Dream and Act.
Dear Depok is the branding project of Depok which
the 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, the
tries 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 NAME
Project Name           :   DearDepok
Philosophy             : 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 as
another way to in communicating with the receiver. In such a condition where Depok’s citizens are extremely busy in their heterogeneity, DearDepok comes to invite
them 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 is
the main philosophy of DearDepok; a bunch of care and concern to their beloved city.



Tagline                :   It’s Easier when you care
Philosophy             :    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 easier
when 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 the
sense 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 Font
Primary Font : Steinem

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv
Ww Xx Yy Zz 0123456789 !@#$%^&*()_+?|

Secondary Font : Gill Sans

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv
Ww Xx Yy Zz 0123456789 !@#$%^&*()_+?|
VISUAL IDENTITY
Logo Style : Kubism - Logo Trend 2010

Philosophy 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 and
clear form that purpose is for create elegant atmospehere with bright color. To differentiating 7 main sector which issued by DearDepok project, this logo have
thematic character. Every sector have brandcolor to represent identity of that sector. Thats thematic logo are :

                                                                                                                 c.
a.                                                        b.




            EDU CATION

                                                                                                                 f.
d.                                                        e.




               TOURISM                                                                                                     GOVERNMENT

g.
                                                               Themathic Logo :

                                                               a. Education      b. Settlement       c. Trading Center         d.Environment

                                                               e. Tourism         f. Religion        g. Goverment.
MEDIA PLANNING
CARE (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. The
main 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 places
in 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 the
reading 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. This
merchandise 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 so
audience 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 DearDepok
project. 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 all
of 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 wish
pages”.
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 can
directly 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 which
will 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 a
month 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 be
get 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 for
development 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 heart
sticker 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 their
work, 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 NATURE
SEE 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 SMILE
SEE 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 CONCEPT
SEE 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 POLICEMAN
SEE 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
MERCHANDISE

a. T-Shirt                   b. Jacket                   c. Hat




                                                                           T




d. 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 member
Their 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 story
Indonesia, Depok, introducing a new perpective of seeing what education is. Education is           about Depok Town and
or 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 GOAL
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

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.

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Branding city of depok

  • 1. 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 ED RNM 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
  • 2. 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 Indonesia Depok 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 established sia. 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, 1999 such as Java, Sunda, Betawi, and Minang stay here and as a buffer area to alleviate the high number decentralization approach for local government in 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 own Tourism, Entertainment, Education, Dining, Shop- A number of 88% Depok’s employee work in the make up. Depok town is one of the fast growing ping? 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!
  • 3. COMMUNICATION GOAL KEY FACT ABOUT DEPOK Short 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 citizen 2. DearDepok receive feedback DYNAMIC COLORFUL 3. Increase sense of belonging of Depok citizens trough 3 phases branding, that is Care, Dream, X CLEAN HEALTH SMART PROSPERO B C US LY and Act Long term : ATTRACTIVE 1.) The little “sense of belonging” of to creating the uniquely character of (Human Development Index) Depok is the highest in A. DearDepok’s campaign are succes Depok’s citizens to A. HDI Depok town their city. is because Depok includes a heterogeneous community 2) From theItunique character of Depok, Depok being one of the touristm destination in Indonesia west java province : 78,10 from 100 scale with a variety of ethnics, each with their own culture. Besides, the very dy- 3) Aspiration from DearDepok’s Memberthem spend not much up namic movement of Depok’s employee that makes can be followed B. CSI (Citizen Satisfaction Indeks) including on good category and supporrting the development of time in Depok. (71,17% from scale 100) based on MENPAN Standard Depok town as a better city. B. The unrealized dreams of the citizens, because the fast C. The Best Local environment status (LES) in Indonesia growing of Depok and the necessity heterogeneous community with va- WHO prototype city in prevention of noncommunicable disease based riety of ethnic and cultural on citizen C. The less participating of Depok citizens because of their From this strenght, we can look that Depok town is richness with smart very 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
  • 4. BRAND STRATEGIES Brand History Methodology The campaign is through 3 level strategies: Care, Dream and Act. Dear Depok is the branding project of Depok which the 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, the tries 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
  • 5. BRAND NAME Project Name : DearDepok Philosophy : 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 as another way to in communicating with the receiver. In such a condition where Depok’s citizens are extremely busy in their heterogeneity, DearDepok comes to invite them 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 is the main philosophy of DearDepok; a bunch of care and concern to their beloved city. Tagline : It’s Easier when you care Philosophy : 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 easier when 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 the sense 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 Font Primary Font : Steinem Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+?| Secondary Font : Gill Sans Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+?|
  • 6. VISUAL IDENTITY Logo Style : Kubism - Logo Trend 2010 Philosophy 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 and clear form that purpose is for create elegant atmospehere with bright color. To differentiating 7 main sector which issued by DearDepok project, this logo have thematic character. Every sector have brandcolor to represent identity of that sector. Thats thematic logo are : c. a. b. EDU CATION f. d. e. TOURISM GOVERNMENT g. Themathic Logo : a. Education b. Settlement c. Trading Center d.Environment e. Tourism f. Religion g. Goverment.
  • 7. MEDIA PLANNING CARE (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. The main 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 places in 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 the reading 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. This merchandise 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 so audience 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 DearDepok project. 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 all of 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 wish pages”. 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 can directly 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 which will 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 a month 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 be get 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 for development 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 heart sticker 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 their work, even sell it. DepokCare are the mediator for report the complaint or hopes for Depok town.
  • 8. 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 NATURE SEE 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)
  • 9. 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 SMILE SEE 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
  • 10. 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 CONCEPT SEE 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)
  • 11. VISUAL POSTER HEART SKETCH OF A POLICEMAN SEE 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
  • 12. MERCHANDISE a. T-Shirt b. Jacket c. Hat T d. Newsletter d. PostBox e. DepokDiary f. Membercard Depo Membercard kDiar DearDepok y I fo
  • 13. SEARCH DEARDEPOK pick a category IT’S EASIER WHEN YOU CARE HOME browse buy merchandise become a member Their 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 story Indonesia, Depok, introducing a new perpective of seeing what education is. Education is about Depok Town and or 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!
  • 14. COMMUNICATION GOAL 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 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.