PRESENTED BY

REYANDRA DIO BOENTORO UNIVERSITAS MULTIMEDIA NUSANTARA – PUBLIC RELATIONS

I STAND ON THE

RIGHT STOP

PRESERVED PUBLIC FACILITIES CAMPAIGN

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 Quo Impact Social

Problem

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.

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

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

The negative behaviour from people which do not use bus stop as they should.

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

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.

KEY MESSAGE TAGLINE

I STAND ON THE RIGHT

STOP

Let us get and get off bus at

bus stop

STRATEGY

EMERGE EDUCATE

ENGAGE EXPERIENCE

4E

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)

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

PHASE 3

ENGAGE THE PARTICIPANT

GAMES COMMUNICATIONS APPLICATIONS

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

PHASE 4

EXPERIENCE THE CHANGE TO

SHA

RE IS TO

CA

RE

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

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

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.-

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

CREDIT

Layout Inspiration Inco Hary Perdana Edwin Marcel Lengkei www.slideshare.net/

Background Material https://www.umn.ac.id/home/viewarticle/__Seminar_Selamatka

n_Fasilitas_Umum https://www.facebook.com/EfektifitasPenggunaanHalte?ref=st

ream http://instran.org/index.php/in/ruang-berita/depan/25-front-

page/1526-halte-tak-lagi-nyaman-digunakan http://www.haltebus.com/

THANK YOU

REYANDRA DIO BOENTORO @reyandradb