Racoon is a PR agency pitching a campaign for Bravoe, a health company in Indonesia. Research found high demand for oxygen due to the Delta variant of COVID-19. The campaign objectives are to provide medical supplies to hospitals, distribute PPE and oxygen refills free of charge, and raise awareness of healthy living. Tactics include distributing pamphlets and using social media to promote "The Brilliant Future Life" theme. The campaign will be evaluated based on engagement metrics, website traffic, attendance at distribution points, and community feedback.

1. PUBLIC RELATIONS
CAMPAIGN
AGAM GUNAWAN 2018140007
REFFANDI SUDYA 2018140040
M. FARIHAN 2018140042
YOGA NOVIANTO 2018140001

2. BRAVOE
“ T H E B R I L I A N T F U T U R E L I F E ”
Public Relations Proposal by Racoon

3. Racoon is a PR agency that wants to provide a sense of
security for clients' health for their future. Based in Bali,
Indonesia, Racoon strives to add “Health and Happiness”
to the PR industry with careful research, strategic
planning, and the creative insight of the Racoon agency to
turn the dream of living a healthy life without fear of being
exposed to a deadly virus into a reality. Raccoon believes
that the best PR campaigns tell a story. Let Raccoon
bring you to brilliant life.
A BO UT TH E A G EN CY

4. Racoon has been given an exciting opportunity to establish
Bravoe as the dominant healthy living experience for all
Indonesians. As Bravoe grows in the Indonesian health
community, its goal is to raise awareness of healthy living
for the Indonesian people. Establish Bravoe as a choice for
a healthy life and build a strong and long term client base in
the health sector.
Executive Summary

5. Bravoe serves those who want to live brilliant lives with
guaranteed health for their future and generations. Here
Racoon sees a brilliant future is to have a healthy life as an
important part of life that must be saved from an early age.
Bravoe during the Covid-19 pandemic offers health services
for the people of Indonesia to realize a brilliant life with
guaranteed health in the future. That's why Racoon chose to
focus on his campaign, The Brilliant Future Life, which every
human dreams of, especially for those who have a history of
illness that makes them vulnerable to a deadly virus.
Executive Summary

6. In this proposal, Raccoon provides solutions to the
challenges currently facing Bravoe. Racoon has created
brilliant campaigns to meet goals, and set goals to deliver
long-term success for the company. We have also created
many marketing initiatives that we believe will help further
achieve the goal of living a brilliant life with long term
health.
Executive Summary

7. Racon would like to thank Fandi, the founder of Bravoe, who
gave Racoon the opportunity to create a campaign for his
extraordinary brand. We really appreciate the time and effort
that goes into meeting Racoon, answering questions, and
inspiring Racoon to create campaigns that Racoon believes will
advance its mission.
Executive Summary

8. Situation
Analysis
The presence of the corona virus that has entered
Indonesia since the beginning of 2020 has made the
Indonesian people nervous. In Indonesia, the number of
cases of people who are positive for the corona virus is
increasing day by day, now comes the latest variant of the
corona virus, namely Delta which has killed quite a lot of
people. A total of 759 people have tested positive due to
exposure to the Delta variant of the corona virus. Victims
exposed to Delta are in dire need of oxygen because it is
known that Delta attacks the oxygen in the blood, causing
clots to block the passage of oxygen to the brain. souls
who are confirmed dead. The existence of the corona virus
which causes many victims has made many hospitals
become special referrals for handling cases of the corona
virus. Of course, the hospital requires adequate medical
equipment, especially oxygen, so that it can handle
patients infected with the Delta variant of the corona virus.

9. Situation
Analysis
Medical devices, especially oxygen, are not only sought after
by hospitals, but people are also looking for them to protect
themselves and their families, especially their loved ones who
have been exposed to the Delta variant of the corona virus.
This makes hospitals that become referrals to treat patients
infected or positive with corona lack medical equipment.
While health is the main thing so that the body does not
contract the corona virus. In addition to a healthy body, of
course, it is necessary to support the body so that the body
remains healthy, namely a healthy environment, one must live
in a healthy environment, so that it is not easy to contract
diseases However, to prevent or as a sign of anticipating
yourself from contracting the corona virus, self-protection
must still be actively implemented, such as using PPE during
activities and vaccines.

10. Competitor Analysis
Prima Tunas Surya Medika
+ Fast service
- Difficult to find by the general public
Taisho Pharmaceutical Indonesia
+ Complete medical equipment
- Complicated administration
Indofarma
+ Good product quality and service
- The cost is too high for the middle and lower class

11. SWOT Analysis
-- Posco is spread in many areas so that it is easily
found by the public
- - Fast and good and friendly service
- - Economical price
- - People can get oxygen refills for free by only bringing
their ID cards
- - Oxygen cylinders can be purchased and rented
STRENG HT :

12. SWOT Analysis
- - Poor use of social media in promoting
- - Posco which is too narrow
WEAKNESSES :

13. SWOT Analysis
- - Have a lot of oxygen sources
- - Many are looking for oxygen at an
economical price
- - Many do not have adequate oxygen stock
- - Has a lot of human resources in the health
sector who are able to handle the victims of
the Delta variant of the corona virus
OPPORTUNITIES :

14. SWOT Analysis
-- Many similar
players
THREATS :

15. Conducting secondary research is critical in determining the right
goals, strategies and tactics to use in our public relations
campaign for Barvoe. Bravoe aims to provide services in the
health sector for everyone so that they can create a brilliant life
by having long-term health. Research has proven that oxygen is
needed because it is the main thing in life. According to the
company's founder, Fandi, there are still many people who need
oxygen, especially for people who are exposed to the Delta
variant of the corona virus.
SEC O N DA RY RESEA RC H

16. Many websites and social media accounts have given testimonies from them about
their experiences related to exposure to the Delta variant of the corona virus which
is capable of taking lives, causing many people to have panic attacks and compete
to get oxygen for both stocks and those in need, so many are taking advantage of
this moment. and naughty hands make the precious oxygen sky high. Based on
this information, Bravoe has an important opportunity to expand posco oxygen.
Providing assistance in the form of oxygen at an economical price will be able to
build and maintain a loyal and growing client base because the simple things we do
can save many lives.
SEC O N DA RY RESEA RC H

17. Helping people related to oxygen and making them aware of
the benefits of a healthy life by positioning it as an
important element of success in creating a brilliant life.
We hope to increase positive word of mouth promotions,
our agency plans to develop strong social media efforts.
We will focus on Instagram because it is the best way to
reach people but don't forget other media like facebook and
twitter. We hope to use the theme “the brilliant future life”
to direct consumers to the Bravoe health site.
Objective

18. Target Audience
Free Medical
Devices
Indonesian people
who need medical
equipment or PPE
A referral hospital
for positive patients
with the delta variant
of the corona virus
Free Vaccines
Indonesian
society
Free Oxygen
Refill
Indonesian
society

19. Campaign
Objective
- Facilitating referral hospitals
related to medical devices
- Helping people to protect
themselves from the impact of
contracting the delta variant of
the corona virus
- Answering Indonesian people's
questions regarding whether their
bodies are infected or not
- Reducing the number of people
who tested positive for the Delta
variant of the corona virus

20. Campaign
Strategy
-- Using all relevant promotional
media to make people aware of the
presence of Raccoon who is ready
to lighten their burden in terms of
oxygen needs
-- Design a small posco as
attractive as possible to attract
attention and create public trust in
Racoon's products and services

21. - List what medical devices are lacking in a
number of referral hospitals
- Providing free of charge to the referral
hospitals related to the need for medical
devices
- Opening booths or poscos in various
regional centers in Indonesia for the
distribution of various medical devices or
standard personal protective equipment and
free oxygen refills needed by the community
as well as a free rapid test post for the
community.
- Sell and rent oxygen cylinders at
economical prices to the general public
TA C T I C S

22. - Make pamphlets containing information about the
distribution of medical devices and rapid tests and
free oxygen refills which are distributed to all
regions in Indonesia
- In addition to pamphlets, information will be
distributed through the company's social media
accounts, such as Facebook, Twitter, the
company's website, advertisements on YouTube,
and others.
TA C TICS

23. - SOCIAL MEDIA INVOLVEMENT
Racoon increases social media engagement and focuses on
“the brilliant future life” which will be measured by the
number of likes, shares, comments, followers, tweets and
retweets on Instagram, facebook and twitter. The results will
be compared with the initial data to determine the increase in
engagement.
Evaluation

24. - WEBSITE TRAFFIC
Our agency plans to use Google analytics to monitor
website traffic to determine the success of “the brilliant
future life” which will feature interactive forums. The data
will also be used to determine which information is most
relevant to Bravoe.
Evaluation

25. - ATTENDANCE
The presence of the general public in need of oxygen
will be tracked to measure the growth in the number of
those who need oxygen to treat the delta variant corona
virus. This will be done through the self data sheet to
obtain oxygen.
Evaluation

26. - FEEDBACK
Communities are encouraged to provide feedback in
the interactive forum section. There will be 3 topics of
conversation tailored to determine how they heard
about Bravoe, making suggestions for improvement
and suggestions for people who need health supplies
in the future.
Evaluation

27. Budget
1. Oxygen cylinder Rp. 3,000,000
2. Standard PPE Rp. 1,000,000
3. Immunity-boosting vaccine Rp. 1,850,000