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