The Recruit 2015 - Fritzky Wijayan Swastia
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This proposal is designed for Maverick's annual program dubbed "The Recruit" this year. Maverick is a communications consultancy specializing in corporate communications, crisis and issues management and marketing communications. It provides strategic counseling on top of services you would expect from a PR agency. The proposal comprises of problem statement, major effects, case breakdown, the objectives, target audience, strategy and tactics, organizational structure, timeline project, and budget projection. The proposal will cover littering case that currently occurs in Jakarta, and it will be conquered by the elements of how public relations do the campaign properly. The proposal is presented by Fritzky Wijayan Swastia from The London School of Public Relations - Jakarta.
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The Recruit 2015 - Fritzky Wijayan Swastia
- 1. JKT Clean ¡°we care, we act, we start from our hands" A proposal presented by: Fritzky Wijayan Swastia Student at The London School of Public Relations ¨C Jakarta Marketing Communications PRESERVING PUBLIC FACILITIES CAMPAIGN
- 2. PROPOSAL¡¯S SCOPE Problem Statement Budget Projection Target Audience The Major Effects Timeline The Objectives Organizational Structure Case Breakdown Strategy & Tactics
- 3. P R O B L E M S T A T E M E N T DEFINITION ¡°Littering is the increasingly prevalent bad habit of thoughtlessly throwing away or leaving rubbish lying around in public places instead of using the rubbish bins or wastepaper baskets provided.¡± DATA According to Earth Science Information Network data in 2012, Indonesia is deemed as the 134th cleanest state out of 140 countries which have been assessed by the organization. Waste4Change Director Bijaksana Junerosano confirmed refer to the data that Indonesia is the 7th dirtiest country throughout the world. 36% of around 236 million as the total residents in Indonesia is still having a poor sanitation facilities, however, Jakarta is among other cities that highly affects Indonesia to be dirtier in other countries¡¯ perception. CASE Billions of people are still careless to pay more attention on how they use the public facilities, particularly to street around Jakarta. They keep frequently throwing their unused rubbish to the street that will affect people¡¯s life and generate several impacts.
- 4. M A J O R E F F E C T S One stacked rubbish will absolutely produce a mucky smell that can hamper the activity, so that, it will kill the pedestrian¡¯s mood. Several stacked rubbish definitely lowers the aesthetic of Jakarta, which will cause people to be less of eagerness to preserve the environment. When ¡°flooding season¡± comes to Jakarta, residents almost blame on government¡¯s performance, while they did not even motivate themselves to prevent the flooding by not taking an action on littering case.
- 5. LET¡¯S SEE THE CASE BREAKDOWN! WHAT Poor sanitation facilities are being a core issue in Indonesia, particularly in Jakarta, as the seventh dirtiest country throughout the world. WHEN Every day, every time, especially when rush hours. WHERE Streets around Jakarta. WHO Pedestrian & Driver and Passenger: 1. who have no intention to make Jakarta green 2. who are not interested to the environment and nature conservation WHY 1. ¡°We are lazy to find out the dumpster, so that, littering would be simpler.¡± 2. ¡°Self-awareness to be discipline will not change anything.¡± 3. ¡°We don¡¯t care and not having self- belonging of public area.¡± 4. ¡°Every resident in Jakarta often does the same thing.¡± 5. ¡°There are so many scavengers to pick up our unused rubbish around the street.¡±
- 6. WHAT ARE THE OBJECTIVES? COMMUNICATION OBJECTIVE To engage 1% out of 12,7 millions of people in Jakarta to conserve Jakarta to be greener by December 2016. 4 KEY PERFORMANCE INDICATORS To rise the audience¡¯s awareness by 2% per month about JKT Clean¡¯s campaign and its vision. To create interest for residents to avoid the littering, also willing to conserve Jakarta¡¯s environment, particularly in Central Jakarta. To attract the potential audience to participate the campaign and having a major desire to care, act, and start from their own hands. To put the target participants on Car Free Day to take an action of how does it feel to clean up the litter by their own hands on December 2016.
- 7. T A R G E T A U D I E N C E 1. Students ? Gender: Women and men ? Social class: Middle class and above ? Age: 18 ¨C 22 years old ? Education: Student at various universities 2. Internet or social media geek KEY MESSAGE! CARE and ACT should be instilled to ourselves without consider any diversities, therefore, one contribution from every audience yet stakeholder would help to establish a green Jakarta. WHAT¡¯S IN ME? Have you ever dreamed when a foreigner comes to Jakarta, he says that Jakarta is greener if compared to the last time since he went here? How does it feel as one of the residents in Jakarta? PROUD? SATISFY? Or even more than that? In order to make it all happen, let¡¯s clean up the litter starting from our own hands now!
- 8. Logo credits to: Kharismalia Galelika
- 9. S T R A T E G Y TACTIC WHAT IS THE MAIN STRATEGY? WHAT ARE THE TACTICS? Put the audience into the shoes of the streets cleaner thus they hand on experience to feel the hurdle of cleaning trash. 1. Cyber tools activation 2. Social contest 3. University visitation 4. Inspirational event
- 10. FIND OUT THE RELEVANT INFORMATION AS MUCH AS YOU CAN! WHY CYBER TOOLS ACTIVATION? 1. As a rising generation, who does not have social media? 2. Simple and free of charge. 3. Will cover students, even general public. 4. Easier to disseminate the relevant information. CYBER TOOLS ACTIVATION : JKT Clean and Me : @JKTClean : JKTClean : JKT Clean and Me WHAT RELEVANT INFORMATION MEANS? 1. Giving an actual information about littering and the effects. 2. Why does the littering occur? 3. What JKT Clean stands for? 4. Educate and entertain the internet users through social media. 5. Giving hints for the looming competition. 6. As one of promotional tools, aiming to spread the information of the upcoming event¡¯s existence.
- 11. SOCIAL CONTEST MORE PERSUADING SELFIES ON YOUR SOCIAL MEDIA WON¡¯T HURT ANYBODY! In the term of social contest, two ambassadors from Indonesia will be announced on JKT Clean¡¯s social media who want to join the contest. WHO ARE THE AMBASSADORS? Chelsea Islan A very well-known as an educated actress which has the most inspiring experience from her life. She was participating several inspirational movies in Indonesia such as Merry Riana ¡°Mimpi Sejuta Dolar¡± movie, and ¡°Di balik 98¡± movie. Genrifinadi ¡°Ge¡± Pamungkas The 1st winner of Stand Up Comedy Indonesia Kompas TV season two. He is a rising comedian because of his action in one of situational comedies dubbed ¡°The East¡± on Net TV, so that, he would be easier to influence other as he¡¯s a comedian. WHY? Back to social media, what ¡°follow¡± button stands for if the followers do not want to be influenced by their chosen influencer like Chelsea and Ge on Instagram and Twitter, while the followers are following the two of them? However, everybody wants to be influenced by his/her chosen influencers. THE TERMS AND CONDITIONS: 1. Theme: How I should have to react in order to prevent the littering? 2. This social contest is allowed for students at university only. 3. Blast the inspiring photo or video on Instagram by using hash tag #JKTClean and tagging to JKT Clean¡¯s are mandatory. 4. The consideration criteria in order to win (8 students): ? The most creative yet meaningful picture or video content ? The most likes and supporting comments achievement
- 12. U N I V E R S I T Y V I S I T A T I O N LET US PARTICIPATE AS A RISING GENERATION TO CLEAN UP THE LITTER! We would like to do a university visitation in 30 potential universities based in Jakarta. WHAT ¡°UNIVERSITY VISITATION¡° REFERS TO? 1. We only want to briefly give the relevant information about the competition by opening a small booth in every potential universities¡¯ canteen. 2. Neither seminar nor talk show is needed in the term of university visitation. 3. In order to enhance the power of our promotion, we would like to design an electric poster and brochure, then vest it to the university and let the university disseminate it to students through its numerous social media account. 4. Carry out the printed banner is mandatory to heighten the awareness. WHY UNIVERSITY VISITATION? 1. Appropriate with our target audience. 2. Easier to be influenced directly. 3. Increase the awareness, interest, and desire personally to target audience. 4. To get participant as many as possible.
- 13. INSPIRATIONAL EVENT WE HAVE YET DONE HERE, TELL THE WORLD YOUR EXPERIENCE, LET THEM KNOW, PERSUADE THEM TO ACT, DO TOGETHER. As the final stage, we would like to conduct an event, namely ¡°We Care Jakarta¡±. The event will be implemented at Car Free Day on 18th of December 2016, from 07.45 ¨C 10.15 AM. WHAT DOES IT CONTAIN? Final competition 1. Once again, neither seminar nor talk show about littering is included in this event. 2. The remaining 8 students will be divided into 2 groups, which each group is accompanied by the ambassadors, Chelsea and Ge. 3. The competition: ?Each group will receive 15 trash bags. ?Get the litter during Car Free Day. ?The winner is assessed from how much weight the trash bags are. ?The 1st winner will get Rp 10 million + certificate of appreciation. ?The 2nd winner will get Rp 5 million + certificate of appreciation. ?Hint: in order to win, get as many supporters to help as you can at CFD. Instagram¡¯s look alike All the CFD participants are allowed to take a picture by holding up the objects that we provide. The objects will cover a number of statements that are written on Instagram¡¯s look alike Styrofoam, and each participant can choose the two Styrofoam to be uploaded to social media. The Styrofoam reveals: 1. ¡°JKTClean I have tried to put myself in the shoes of the streets cleaner by contributing to clean up the litter on Car Free Day, and I am proud of it. Show yours! #WeCareJakarta¡± 2. ¡°JKTClean I have shown my contribution by cleaning the litter today. Show yours! #WeCareJakarta¡± Looking for a collaboration:
- 14. ORGANIZATIONAL STRUCTURE Head of Committee Head of Division A Publication Team Administration Officer Volunteer Head of Division B Event Manager Event Conceptor Designer Head of Division C Food and Beverage Team Equipment & Decor Team Transportation Team Secretary Treasurer CORE VALUES OF JKT CLEAN Commitment Responsibility Honesty Teamwork Perseverance
- 15. NO. DESCRIPTION PIC SEPTEMBER OCTOBER NOVEMBER DECEMBER I II III IV I II III IV I II III IV I II III IV 1 Structural organization Head of Committee 2 Brainstorm about the concept Event Conceptor 3 Point out the specific target Administration Officer 4 Determine the vehicle Transportation Team 5 Decide the F&B F&B Team 6 Specify the wherewithal Equipment Team 7 Establish the budget Treasurer 8 Proposal development Secretary 9 Design the material Designer 10 Social media activation Publication Team 11 Social experiment Event Conceptor 12 University visitation Equipment Team 13 Close the social experiment Event Conceptor 14 Announcement Publication Team 15 Inspirational event Event Manager 16 Evaluation report Secretary WHAT WE¡¯RE GOING TO DO? The timeline is in the year of 2016
- 16. HOW MUCH DOES THE CAMPAIGN COST? NO. ITEMS UNIT PRICE PER UNIT TOTAL PRICE 1 Transportation Fuel fee for university visitation 5 cars x 3 days Rp 750,000 / day Rp 2,250,000 2 Food and Beverages Committee 50 Rp 15,000 Rp 750,000 Participant 8 Rp 30,000 Rp 240,000 Ambassador 2 Rp 100,000 Rp 200,000 3 Equipment Banner 1 Rp 300,000 Rp 300,000 Frame for certificate 8 Rp 75,000 Rp 600,000 Instagram's look alike styrofoam 2 Rp 25,000 Rp 50,000 4 Proposal Development Printed proposal 30 Rp 20,000 Rp 600,000 5 Ambassador Ge Pamungkas Rp 15,000,000 Chelsea Islan Rp 20,000,000 6 Reward Cash prize for the winner Rp 10,000,000 Rp 10,000,000 Cash prize for the second winner Rp 5,000,000 Rp 5,000,000 Certificate of appreciation 8 Rp 10,000 Rp 80,000 TOTAL PRICE Rp 55,070,000 Contingency 10% of total price Rp 5,507,000 GRAND TOTAL PRICE Rp 60,577,000
- 18. THANK YOU