SlideShare a Scribd company logo
1 of 14
Download to read offline
John Doe | CEO
Company NameCLEAN TRANSPORT INITIATIVE
A Communication Strategy Proposal by
Faisal Widi Nugraha - Universitas Padjadjaran
Sunday, May 17, 15
Current Situation
TRANSPORTATION
The number of public transport
users in Jakarta has decreased in
recent years. From 38.3% of Jakarta
populations in 2002 to 12.9% of
total Jakarta Populations in 2010
(Jakarta Urban Transport Policy
Integration)
Approximately more than 272 bus
shelter in Jakarta are damaged or
broken. Main problems that Jakarta
bus shelter faced is Vandalism and
Cleanliness issue(1)
Estimated cost to redecorate bus
shelter in Jakarta are 200 Billion
Rupiahs(2)
IN JAKARTA
(1) http://metro.sindonews.com/read/848044/31/272-halte-di-jakarta-rusak-1395863059
(2) http://news.detik.com/read/2012/11/26/210157/2102034/10/tunggu-program-ahok-renovasi-terminal--halte-di-jakarta
Sunday, May 17, 15
Text
Problems That Jakarta Public Transport Faced
Vandalism
Damaged and
Broken Shelter
Cleanliness
Sunday, May 17, 15
Affecting directly to the
notoriously Jakarta Traffic.
With a decreasing number
of Public Transport users,
the number of Motorcyle
and Car users increased.
Thus resulted in traffic
breakdown in several
parts of the city
Low number of Public Transport user. This
happened simply as a result of the
inconvenience of Jakarta Public Transport
Affecting the liveable city index.
Bad transportation system in a city
would’ve resulted in lack of
efficiency, convenience, and the
identity of the city itself
Side Effects from Inconvenient Public Transport
Sunday, May 17, 15
Reasons Why We Should Preserve Public Transport Facilities
Huge Amount of Investment
The Government of DKI Jakarta has invested approximately more than IDR 18 Million in new transportation
system such as MRT. With vandalism and cleanliness issue still haunting the Jakarta transportation system,
this amount of investment could be worthless due to low number of Public Transport users.
Affecting a lot of Stakeholders
There are a lot of parties involved in the public transport issue. With an inconvenient public transport, there
are number of public transport users at stake. Low number of public transport users would’ve resulted in
high number of traffics due to the hiking sales of Motorcycle and Car.
It is the identity of the city
New York has its famous Subway, Singapore has its famous MRT. Meanwhile Jakarta’s busway and commuter
line are known for the inconvenience, which was mainly attributed from the vandalism and cleanliness issue.
Sunday, May 17, 15
CLEAN TRANSPORT INITIATIVE
Clean Transport Initiative is a project focused on how we should communicate and spread awareness to the citizens of Jakarta about
the importance of preserving the Public Transport Facilities to create a better understanding of the possibilities
that the Citizens of Jakarta could’ve had. This project is divided into two major strategy. The first one is
“How does it feel to have a convenience public transport facilities in Jakarta”, and the second one is
“The Incentives Program to Prevent violations against public transport facilities”.
Clean Transport Initiative
Sunday, May 17, 15
PROJECT OVERVIEW
Project Scope
This project will be held in the South and Central Jakarta Area as a pilot project. This project will be held in 6
months. The focus of this project will be on the importance of preserving the public transport facilities and
ways to deliver this issue to the campaign target. The tools that are being used on this project is the viral
marketing and guerilla marketing program.
Project Target
The target of this project is Jakarta Transport Users. The approach that are being used here are a skimming
scheme. In this case, we’ve chosen our main target market. After we have finished delivering our ideas and
campaign to our project target, we began to expand our target into a large base of users.
Project Objectives
The objectives of this project are:
1. Planting awareness to the campaign target about the benefits and incentives that they could gain from
having a convenient public transport
2. Minimizing the number of violations and damaged public facilities by 50% at the end of the campaign
3. Directing the campaign target to be an agent of change by plotting them to become a strategic preventive
tools
4. Inspiring similar campaigns outbreak in other major cities in Indonesia
Sunday, May 17, 15
Strategy #1
How does it feel to have a
convenient public facilities?
In this part of the campaign, the focus of this campaign is to raise
awareness and educate the campaign target about the importance of
preserving public transport facilities by giving them examples about the
incentives, benefits, and possibilities that they would gain if they are able
to preserve the public transport facilities. The actions of this campaign
are divided into two major action. The first one is Spreading The Idea and
the second one is How Does it Feel to live inside the idea.
Spreading the Idea
Spreading an awareness to the people is very important. Take a look at Australian Metro Company’s
“Dumb Ways To Die” that able to spread the importance of the idea in a very entertaining way. This
campaign is also using the same formula to deliver our ideas to the people. The tools that we’re
using in this part of the action is by giving examples to the people about how does it feel to have a
convenience public facilities and the importance of preserving them. In this case, we’re using
advertising spaces, digital megatron, and also viral social media campaign to spread the awareness
to the campaign target. We’re also using a guerilla marketing tactics to establish a direct contact
with the target market. The placement of the ads are located in our target’s hindsights (Bus shelter,
streets, public facilities). With a guerilla marketing tactics, we will be able to create an
unconventional yet memorable ways to raise our target awareness about the importance of
preserving public facilities.
How Does it Feel to Live Inside the Idea
In this part of the actions, we are trying to giving our target campaign example on the benefits or
possibilities that they would gain if they are able to preserve the public transport facilities. In this
case, we’re creating a pilot shelter in one of our target campaign area. This shelter is occupied by a
clean and convenient facilities. This shelter is also well-designed to give it a smarter looks and
thus, giving people example about possibilities that they would gain if they are able to maintain a
great public facilities. If people knows about the incentives, hopefully they would turn to be an
agent of change and become a self preventive measure for several violations against public
transport facilities that would happen in the future.
Sunday, May 17, 15
Text
Example of Guerilla
Marketing
Bus Interior
Advertising
Innovative Bus Stops Design
Sunday, May 17, 15
Strategy #2
The Incentive Program
“Incentives are the cornerstone of the modern life” - Steven Levitt
In this strategy, we’re trying to assess the problems that led into the
violations. For example, the toll road receipt that toll road users received
after paying for a toll road. This usually led into a number of violations
especially in terms of cleanliness issue because people tends to throw
them into the street. In this strategy, we’re trying to prevent that from
happening by turn the receipts that our target campaign received into
something valuable to prevent them from littering in the public facilities.
In this case, we’re trying to establish a partnership with several
merchants (restaurants, retailers) to place a promotional codes/ discount
coupons in the public transportation receipts. The target market could
receive several promotional benefits such as discounts or free food by
bringing the receipts into the restaurant or tweet them in their social
media account to spread awareness about the program, which could also
led into people finding out about the importance of preserving the public
facilities.
In this case, we’re using a viral marketing to spread an on-going talks
between our target markets. The receipts now will be a valuable
possessions and thus people will not just throw it away. This hopefully
will led into a better and clean public transport facilities.
Sunday, May 17, 15
Project
Evaluation
At the end of the campaign, we will held a project
evaluation. The project evaluation mainly focused
on how many objectives that we’ve passed. We
also assess the impact of the campaign of the
society and the obstacle that we faced during the
campaign program.
The goals behind the project evaluation is to
create a solid foundation for an upcoming project
in the future.
Obstacles
faced
Objectives
fulfilled
Recommendation
for future
project
Sunday, May 17, 15
Timeline
Sunday, May 17, 15
Budget Estimation
Sunday, May 17, 15
“You can’t understand a city
without using its public
transportation system.”
Image Credit:
Unsplash.com
Solopos.com
http://cdn-2.tstatic.net/tribunnews/foto/bank/images/20140802_160411_tol_sampah.jpg
http://rmi.co/wp-content/uploads/2014/02/windex-bus-shelter-guerilla-marketing.jpg
- Erol Ozan
Sunday, May 17, 15

More Related Content

Viewers also liked

Indonesia's Paradise Under The Sea: Explore Wakatobi 2016
Indonesia's Paradise Under The Sea: Explore Wakatobi 2016Indonesia's Paradise Under The Sea: Explore Wakatobi 2016
Indonesia's Paradise Under The Sea: Explore Wakatobi 2016Mia Amalina Bey
 
Paul Hulsbos; Maverick's The Recruit 2014 proposal
Paul Hulsbos; Maverick's The Recruit 2014 proposalPaul Hulsbos; Maverick's The Recruit 2014 proposal
Paul Hulsbos; Maverick's The Recruit 2014 proposalPASHulsbos
 
More to Love Campaign #TheRecruit2014
More to Love Campaign #TheRecruit2014More to Love Campaign #TheRecruit2014
More to Love Campaign #TheRecruit2014Billa Ashaninka
 
TELL Project - Brave Yourself, Tell Your World.
TELL Project - Brave Yourself, Tell Your World.TELL Project - Brave Yourself, Tell Your World.
TELL Project - Brave Yourself, Tell Your World.Muhammad Haekal Dwinanda
 
Kampanye calon presiden indonesia 2014
Kampanye calon presiden indonesia 2014Kampanye calon presiden indonesia 2014
Kampanye calon presiden indonesia 2014TitienPS
 
Presidential Digital Campaign Plan
Presidential Digital Campaign PlanPresidential Digital Campaign Plan
Presidential Digital Campaign PlanKrisnawati Sukmaya
 
Leave your car at home! maverick my city 2013 project
Leave your car at home!   maverick my city 2013 projectLeave your car at home!   maverick my city 2013 project
Leave your car at home! maverick my city 2013 projectNuzul Putri
 
The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)
The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)
The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)Ketie Sasenda
 
Bandung Future Water Movement - Dendy Nugraha for Maverick Indonesia
Bandung Future Water Movement - Dendy Nugraha for Maverick IndonesiaBandung Future Water Movement - Dendy Nugraha for Maverick Indonesia
Bandung Future Water Movement - Dendy Nugraha for Maverick IndonesiaDendy Nugraha
 
Goals and Objectives
Goals and ObjectivesGoals and Objectives
Goals and ObjectivesHatem mahmoud
 
OASC Session ICT 2015
OASC Session ICT 2015OASC Session ICT 2015
OASC Session ICT 2015FIWARE
 
Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012
Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012
Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012Kinansyah Pramaditia
 
Bandeng pinter proposal oct0912
Bandeng pinter proposal oct0912Bandeng pinter proposal oct0912
Bandeng pinter proposal oct0912Gilang Hernanda
 
Keolis Group Worldwide 2013
Keolis Group Worldwide 2013Keolis Group Worldwide 2013
Keolis Group Worldwide 2013Keolis
 
Best School Bus Tracking System
Best School Bus Tracking SystemBest School Bus Tracking System
Best School Bus Tracking Systemjananya213
 
Jeddah Master Transportation Plan
Jeddah Master Transportation PlanJeddah Master Transportation Plan
Jeddah Master Transportation PlanIbrahim Al-Hudhaif
 
Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...
Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...
Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...Novi Irnawati
 
Vehicle tracking system,be computer android report,android project report,gps...
Vehicle tracking system,be computer android report,android project report,gps...Vehicle tracking system,be computer android report,android project report,gps...
Vehicle tracking system,be computer android report,android project report,gps...Sujit9561
 
Bus tracking application project report
Bus tracking application project reportBus tracking application project report
Bus tracking application project reportAbhishek Singh
 
Materi Kewirausahaan
Materi KewirausahaanMateri Kewirausahaan
Materi KewirausahaanAlir Retno
 

Viewers also liked (20)

Indonesia's Paradise Under The Sea: Explore Wakatobi 2016
Indonesia's Paradise Under The Sea: Explore Wakatobi 2016Indonesia's Paradise Under The Sea: Explore Wakatobi 2016
Indonesia's Paradise Under The Sea: Explore Wakatobi 2016
 
Paul Hulsbos; Maverick's The Recruit 2014 proposal
Paul Hulsbos; Maverick's The Recruit 2014 proposalPaul Hulsbos; Maverick's The Recruit 2014 proposal
Paul Hulsbos; Maverick's The Recruit 2014 proposal
 
More to Love Campaign #TheRecruit2014
More to Love Campaign #TheRecruit2014More to Love Campaign #TheRecruit2014
More to Love Campaign #TheRecruit2014
 
TELL Project - Brave Yourself, Tell Your World.
TELL Project - Brave Yourself, Tell Your World.TELL Project - Brave Yourself, Tell Your World.
TELL Project - Brave Yourself, Tell Your World.
 
Kampanye calon presiden indonesia 2014
Kampanye calon presiden indonesia 2014Kampanye calon presiden indonesia 2014
Kampanye calon presiden indonesia 2014
 
Presidential Digital Campaign Plan
Presidential Digital Campaign PlanPresidential Digital Campaign Plan
Presidential Digital Campaign Plan
 
Leave your car at home! maverick my city 2013 project
Leave your car at home!   maverick my city 2013 projectLeave your car at home!   maverick my city 2013 project
Leave your car at home! maverick my city 2013 project
 
The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)
The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)
The Recruit 2012 - My City Project (Ketie Sasenda/Komunikasi UI)
 
Bandung Future Water Movement - Dendy Nugraha for Maverick Indonesia
Bandung Future Water Movement - Dendy Nugraha for Maverick IndonesiaBandung Future Water Movement - Dendy Nugraha for Maverick Indonesia
Bandung Future Water Movement - Dendy Nugraha for Maverick Indonesia
 
Goals and Objectives
Goals and ObjectivesGoals and Objectives
Goals and Objectives
 
OASC Session ICT 2015
OASC Session ICT 2015OASC Session ICT 2015
OASC Session ICT 2015
 
Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012
Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012
Bandung Berbintang | My City 2013 | Maverick’s The Recruit 2012
 
Bandeng pinter proposal oct0912
Bandeng pinter proposal oct0912Bandeng pinter proposal oct0912
Bandeng pinter proposal oct0912
 
Keolis Group Worldwide 2013
Keolis Group Worldwide 2013Keolis Group Worldwide 2013
Keolis Group Worldwide 2013
 
Best School Bus Tracking System
Best School Bus Tracking SystemBest School Bus Tracking System
Best School Bus Tracking System
 
Jeddah Master Transportation Plan
Jeddah Master Transportation PlanJeddah Master Transportation Plan
Jeddah Master Transportation Plan
 
Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...
Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...
Sim, novi irnawati, hapzi ali, sistem inteligen semu, universitas mercu buana...
 
Vehicle tracking system,be computer android report,android project report,gps...
Vehicle tracking system,be computer android report,android project report,gps...Vehicle tracking system,be computer android report,android project report,gps...
Vehicle tracking system,be computer android report,android project report,gps...
 
Bus tracking application project report
Bus tracking application project reportBus tracking application project report
Bus tracking application project report
 
Materi Kewirausahaan
Materi KewirausahaanMateri Kewirausahaan
Materi Kewirausahaan
 

Recently uploaded

TSM unit 5 Toxicokinetics seminar by Ansari Aashif Raza.pptx
TSM unit 5 Toxicokinetics seminar by  Ansari Aashif Raza.pptxTSM unit 5 Toxicokinetics seminar by  Ansari Aashif Raza.pptx
TSM unit 5 Toxicokinetics seminar by Ansari Aashif Raza.pptxAnsari Aashif Raza Mohd Imtiyaz
 
Modernizing The Transport System:Dhaka Metro Rail
Modernizing The Transport System:Dhaka Metro RailModernizing The Transport System:Dhaka Metro Rail
Modernizing The Transport System:Dhaka Metro RailKhanMdReahnAftab
 
SaaStr Workshop Wednesday with CEO of Guru
SaaStr Workshop Wednesday with CEO of GuruSaaStr Workshop Wednesday with CEO of Guru
SaaStr Workshop Wednesday with CEO of Gurusaastr
 
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINESBIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINESfuthumetsaneliswa
 
Databricks Machine Learning Associate Exam Dumps 2024.pdf
Databricks Machine Learning Associate Exam Dumps 2024.pdfDatabricks Machine Learning Associate Exam Dumps 2024.pdf
Databricks Machine Learning Associate Exam Dumps 2024.pdfSkillCertProExams
 
Using AI to boost productivity for developers
Using AI to boost productivity for developersUsing AI to boost productivity for developers
Using AI to boost productivity for developersTeri Eyenike
 
The Concession of Asaba International Airport: Balancing Politics and Policy ...
The Concession of Asaba International Airport: Balancing Politics and Policy ...The Concession of Asaba International Airport: Balancing Politics and Policy ...
The Concession of Asaba International Airport: Balancing Politics and Policy ...Kayode Fayemi
 
2024-05-15-Surat Meetup-Hyperautomation.pptx
2024-05-15-Surat Meetup-Hyperautomation.pptx2024-05-15-Surat Meetup-Hyperautomation.pptx
2024-05-15-Surat Meetup-Hyperautomation.pptxnitishjain2015
 
"I hear you": Moving beyond empathy in UXR
"I hear you": Moving beyond empathy in UXR"I hear you": Moving beyond empathy in UXR
"I hear you": Moving beyond empathy in UXRMegan Campos
 
STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...
STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...
STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...Sosiaali- ja terveysministeriö / yleiset
 
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINESBIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINESfuthumetsaneliswa
 
Microsoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdf
Microsoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdfMicrosoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdf
Microsoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdfSkillCertProExams
 
2024 mega trends for the digital workplace - FINAL.pdf
2024 mega trends for the digital workplace - FINAL.pdf2024 mega trends for the digital workplace - FINAL.pdf
2024 mega trends for the digital workplace - FINAL.pdfNancy Goebel
 

Recently uploaded (14)

TSM unit 5 Toxicokinetics seminar by Ansari Aashif Raza.pptx
TSM unit 5 Toxicokinetics seminar by  Ansari Aashif Raza.pptxTSM unit 5 Toxicokinetics seminar by  Ansari Aashif Raza.pptx
TSM unit 5 Toxicokinetics seminar by Ansari Aashif Raza.pptx
 
Modernizing The Transport System:Dhaka Metro Rail
Modernizing The Transport System:Dhaka Metro RailModernizing The Transport System:Dhaka Metro Rail
Modernizing The Transport System:Dhaka Metro Rail
 
SaaStr Workshop Wednesday with CEO of Guru
SaaStr Workshop Wednesday with CEO of GuruSaaStr Workshop Wednesday with CEO of Guru
SaaStr Workshop Wednesday with CEO of Guru
 
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINESBIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
 
Databricks Machine Learning Associate Exam Dumps 2024.pdf
Databricks Machine Learning Associate Exam Dumps 2024.pdfDatabricks Machine Learning Associate Exam Dumps 2024.pdf
Databricks Machine Learning Associate Exam Dumps 2024.pdf
 
Using AI to boost productivity for developers
Using AI to boost productivity for developersUsing AI to boost productivity for developers
Using AI to boost productivity for developers
 
The Concession of Asaba International Airport: Balancing Politics and Policy ...
The Concession of Asaba International Airport: Balancing Politics and Policy ...The Concession of Asaba International Airport: Balancing Politics and Policy ...
The Concession of Asaba International Airport: Balancing Politics and Policy ...
 
2024-05-15-Surat Meetup-Hyperautomation.pptx
2024-05-15-Surat Meetup-Hyperautomation.pptx2024-05-15-Surat Meetup-Hyperautomation.pptx
2024-05-15-Surat Meetup-Hyperautomation.pptx
 
"I hear you": Moving beyond empathy in UXR
"I hear you": Moving beyond empathy in UXR"I hear you": Moving beyond empathy in UXR
"I hear you": Moving beyond empathy in UXR
 
STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...
STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...
STM valmiusseminaari 26-04-2024 PUUMALAINEN Ajankohtaista kansainvälisestä yh...
 
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINESBIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
BIG DEVELOPMENTS IN LESOTHO(DAMS & MINES
 
Microsoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdf
Microsoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdfMicrosoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdf
Microsoft Fabric Analytics Engineer (DP-600) Exam Dumps 2024.pdf
 
Abortion Pills Fahaheel ௹+918133066128💬@ Safe and Effective Mifepristion and ...
Abortion Pills Fahaheel ௹+918133066128💬@ Safe and Effective Mifepristion and ...Abortion Pills Fahaheel ௹+918133066128💬@ Safe and Effective Mifepristion and ...
Abortion Pills Fahaheel ௹+918133066128💬@ Safe and Effective Mifepristion and ...
 
2024 mega trends for the digital workplace - FINAL.pdf
2024 mega trends for the digital workplace - FINAL.pdf2024 mega trends for the digital workplace - FINAL.pdf
2024 mega trends for the digital workplace - FINAL.pdf
 

Clean Transport Initiative - Faisal W. Nugraha for The Recruit 2015

  • 1. John Doe | CEO Company NameCLEAN TRANSPORT INITIATIVE A Communication Strategy Proposal by Faisal Widi Nugraha - Universitas Padjadjaran Sunday, May 17, 15
  • 2. Current Situation TRANSPORTATION The number of public transport users in Jakarta has decreased in recent years. From 38.3% of Jakarta populations in 2002 to 12.9% of total Jakarta Populations in 2010 (Jakarta Urban Transport Policy Integration) Approximately more than 272 bus shelter in Jakarta are damaged or broken. Main problems that Jakarta bus shelter faced is Vandalism and Cleanliness issue(1) Estimated cost to redecorate bus shelter in Jakarta are 200 Billion Rupiahs(2) IN JAKARTA (1) http://metro.sindonews.com/read/848044/31/272-halte-di-jakarta-rusak-1395863059 (2) http://news.detik.com/read/2012/11/26/210157/2102034/10/tunggu-program-ahok-renovasi-terminal--halte-di-jakarta Sunday, May 17, 15
  • 3. Text Problems That Jakarta Public Transport Faced Vandalism Damaged and Broken Shelter Cleanliness Sunday, May 17, 15
  • 4. Affecting directly to the notoriously Jakarta Traffic. With a decreasing number of Public Transport users, the number of Motorcyle and Car users increased. Thus resulted in traffic breakdown in several parts of the city Low number of Public Transport user. This happened simply as a result of the inconvenience of Jakarta Public Transport Affecting the liveable city index. Bad transportation system in a city would’ve resulted in lack of efficiency, convenience, and the identity of the city itself Side Effects from Inconvenient Public Transport Sunday, May 17, 15
  • 5. Reasons Why We Should Preserve Public Transport Facilities Huge Amount of Investment The Government of DKI Jakarta has invested approximately more than IDR 18 Million in new transportation system such as MRT. With vandalism and cleanliness issue still haunting the Jakarta transportation system, this amount of investment could be worthless due to low number of Public Transport users. Affecting a lot of Stakeholders There are a lot of parties involved in the public transport issue. With an inconvenient public transport, there are number of public transport users at stake. Low number of public transport users would’ve resulted in high number of traffics due to the hiking sales of Motorcycle and Car. It is the identity of the city New York has its famous Subway, Singapore has its famous MRT. Meanwhile Jakarta’s busway and commuter line are known for the inconvenience, which was mainly attributed from the vandalism and cleanliness issue. Sunday, May 17, 15
  • 6. CLEAN TRANSPORT INITIATIVE Clean Transport Initiative is a project focused on how we should communicate and spread awareness to the citizens of Jakarta about the importance of preserving the Public Transport Facilities to create a better understanding of the possibilities that the Citizens of Jakarta could’ve had. This project is divided into two major strategy. The first one is “How does it feel to have a convenience public transport facilities in Jakarta”, and the second one is “The Incentives Program to Prevent violations against public transport facilities”. Clean Transport Initiative Sunday, May 17, 15
  • 7. PROJECT OVERVIEW Project Scope This project will be held in the South and Central Jakarta Area as a pilot project. This project will be held in 6 months. The focus of this project will be on the importance of preserving the public transport facilities and ways to deliver this issue to the campaign target. The tools that are being used on this project is the viral marketing and guerilla marketing program. Project Target The target of this project is Jakarta Transport Users. The approach that are being used here are a skimming scheme. In this case, we’ve chosen our main target market. After we have finished delivering our ideas and campaign to our project target, we began to expand our target into a large base of users. Project Objectives The objectives of this project are: 1. Planting awareness to the campaign target about the benefits and incentives that they could gain from having a convenient public transport 2. Minimizing the number of violations and damaged public facilities by 50% at the end of the campaign 3. Directing the campaign target to be an agent of change by plotting them to become a strategic preventive tools 4. Inspiring similar campaigns outbreak in other major cities in Indonesia Sunday, May 17, 15
  • 8. Strategy #1 How does it feel to have a convenient public facilities? In this part of the campaign, the focus of this campaign is to raise awareness and educate the campaign target about the importance of preserving public transport facilities by giving them examples about the incentives, benefits, and possibilities that they would gain if they are able to preserve the public transport facilities. The actions of this campaign are divided into two major action. The first one is Spreading The Idea and the second one is How Does it Feel to live inside the idea. Spreading the Idea Spreading an awareness to the people is very important. Take a look at Australian Metro Company’s “Dumb Ways To Die” that able to spread the importance of the idea in a very entertaining way. This campaign is also using the same formula to deliver our ideas to the people. The tools that we’re using in this part of the action is by giving examples to the people about how does it feel to have a convenience public facilities and the importance of preserving them. In this case, we’re using advertising spaces, digital megatron, and also viral social media campaign to spread the awareness to the campaign target. We’re also using a guerilla marketing tactics to establish a direct contact with the target market. The placement of the ads are located in our target’s hindsights (Bus shelter, streets, public facilities). With a guerilla marketing tactics, we will be able to create an unconventional yet memorable ways to raise our target awareness about the importance of preserving public facilities. How Does it Feel to Live Inside the Idea In this part of the actions, we are trying to giving our target campaign example on the benefits or possibilities that they would gain if they are able to preserve the public transport facilities. In this case, we’re creating a pilot shelter in one of our target campaign area. This shelter is occupied by a clean and convenient facilities. This shelter is also well-designed to give it a smarter looks and thus, giving people example about possibilities that they would gain if they are able to maintain a great public facilities. If people knows about the incentives, hopefully they would turn to be an agent of change and become a self preventive measure for several violations against public transport facilities that would happen in the future. Sunday, May 17, 15
  • 9. Text Example of Guerilla Marketing Bus Interior Advertising Innovative Bus Stops Design Sunday, May 17, 15
  • 10. Strategy #2 The Incentive Program “Incentives are the cornerstone of the modern life” - Steven Levitt In this strategy, we’re trying to assess the problems that led into the violations. For example, the toll road receipt that toll road users received after paying for a toll road. This usually led into a number of violations especially in terms of cleanliness issue because people tends to throw them into the street. In this strategy, we’re trying to prevent that from happening by turn the receipts that our target campaign received into something valuable to prevent them from littering in the public facilities. In this case, we’re trying to establish a partnership with several merchants (restaurants, retailers) to place a promotional codes/ discount coupons in the public transportation receipts. The target market could receive several promotional benefits such as discounts or free food by bringing the receipts into the restaurant or tweet them in their social media account to spread awareness about the program, which could also led into people finding out about the importance of preserving the public facilities. In this case, we’re using a viral marketing to spread an on-going talks between our target markets. The receipts now will be a valuable possessions and thus people will not just throw it away. This hopefully will led into a better and clean public transport facilities. Sunday, May 17, 15
  • 11. Project Evaluation At the end of the campaign, we will held a project evaluation. The project evaluation mainly focused on how many objectives that we’ve passed. We also assess the impact of the campaign of the society and the obstacle that we faced during the campaign program. The goals behind the project evaluation is to create a solid foundation for an upcoming project in the future. Obstacles faced Objectives fulfilled Recommendation for future project Sunday, May 17, 15
  • 14. “You can’t understand a city without using its public transportation system.” Image Credit: Unsplash.com Solopos.com http://cdn-2.tstatic.net/tribunnews/foto/bank/images/20140802_160411_tol_sampah.jpg http://rmi.co/wp-content/uploads/2014/02/windex-bus-shelter-guerilla-marketing.jpg - Erol Ozan Sunday, May 17, 15