Bandeng Pinter
tresnaku marang kuthaku
a proposal from

what’s inside
what and why Gresik
the call
the proposal
summary

1
what and why Gresik
getting to know closer

a red dot on the map where I grow
a red dot on the map. it is a town
you’d probably miss on the map, I am
trying to say. this town in East Java is
100 times tinier in size and 8 times
less populous in comparison to
Jakarta (BPS, 2010).
Gresik, a town in which I have been
born and raised for over 20 years. a
town I have my heart, mind, and soul
for.

in short, it is a town full of potential
what media tell about Gresik
99.8%
(2009-2011)
13
jobseekers completed
sacred sites basic education
2 out of 9 ~1.2 mio
wali songo is here prayer rooms
Source: BPS (2011)

the call
where the excitements start

a worth knowing story
She is Ayu. A young, talented, and
smart girl from a village in Gresik. Look
at the trophies she has. You will then
know that she is not just another girl
who whines throughout her life.
Her mother sews for living. Her father
passed away when she was a child. Ayu
and her family should struggle to live.
And, education is not that cheap to
afford. Would you let her talent
decease? Or, would you want the
otherwise? It is now our call!

problem to address
access to education
for a better Gresik in the future

the proposal
an answer to the problem

identifying the SWOT
strengths opportunities
• Gresik is the top fishery producer in • Gresik is among 5 suburbs with high
E. Java (Bandeng is the most well- internet penetration in Indonesia
known fish among others) • familiarity to internet & social media
• schools are available in all districts • “money means prestige” perception in
with ease of access (geographically) the society
weaknesses threads
• the existing “education as a cost • low buying power
instead of investment” perception • low traditional media outlet for bigger
local exposure

bandeng pinter: raise fund in a fun way
what
• a Bandeng fish auction in the series of
annual Pasar Bandeng activity to give good
from the goods
objectives
• to raise Rp 100 mio fund to provide
scholarships to less privileged students in
Gresik
• to receive a minimum of 20 story inclusion
from local media

bandeng pinter: the drive and driver
communication purpose (key messages)
• to educate society that education (esp. basic
education) is a pivotal investement
• to highlight the less privileged students who have
notable achievements
target
• the rich hajj (aged >30 yo with >Rp 10 mio monthly
income/expenditure)
• the less privileged students with high achievements
• the visitor of Pasar Bandeng
• general public (esp. youths aged 16 and above)

how to roll it out
1 2 3 4
post-
preparation buzzing the auction
auction/evaluation
media relations auction starts media evaluation
talent search • to sell 20 big fish, priced Rp 5 mio • media attendance
• release development & and above as the floor price • coverage generated
• 5-10 students distribution to 15 local media
press conference • key message inclusion & accuracy
• school digital communications • auction winners announcement digital communications
recommendations • #BandengPinter trending in • symbolic scholarship awarding • Twitter updates collection
Twitter since D-7 • media talk • Facebook conversation collection
permit processes • Facebook communication digital communications report development
• e-mail propagation to target
• Twitter & Facebook

timeline & budget
preparation buzzing auction evaluation event (Rp 40,000,000)
• this account covers event preparation to
12 weeks execution activities incurring cost (e.g. postal
Jul W1-Aug services, third party services, permit fee, MC,
Jun W1-AugW1 Aug W2 Aug W2-4
W2 etc).
•right-from-the- •media relations •auction D-day •media
start meeting •digital •press evaluation operations (Rp 8,000,000)
•talent search communications conference •digital
•permit •digital communications • is projected to be 20% of the event cost. this
processes communications evaluation account covers for instance gasoline fee,
communication voucher, etc.
weekly meetings held
unexpected costs (Rp 4,000,000)
• is 10% percent of event cost aimed at disbursing
other charges or unbudgeted expenditures.

summary
Gresik, is a small town, a tiny red dot on the map that has
numerous potentials in various sectors. However, a problem it is
constantly dealt with is access to education. Opportunities from
fishery, technology, and economy should have made Gresik a
better town with ease access to education.
Bandeng Pinter is an initiative undertaken to provide answer to
the problem. By doing auction, GresikBerbagi will distribute
scholarships to bring betterment to Gresik in 2013.

thank
you