1.
John Doe | CEO
Company NameCLEAN TRANSPORT INITIATIVE
A Communication Strategy Proposal by
Faisal Widi Nugraha - Universitas Padjadjaran
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2.
Current Situation
TRANSPORTATION
The number of public transport
users in Jakarta has decreased in
recent years. From 38.3% of Jakarta
populations in 2002 to 12.9% of
total Jakarta Populations in 2010
(Jakarta Urban Transport Policy
Integration)
Approximately more than 272 bus
shelter in Jakarta are damaged or
broken. Main problems that Jakarta
bus shelter faced is Vandalism and
Cleanliness issue(1)
Estimated cost to redecorate bus
shelter in Jakarta are 200 Billion
Rupiahs(2)
IN JAKARTA
(1) http://metro.sindonews.com/read/848044/31/272-halte-di-jakarta-rusak-1395863059
(2) http://news.detik.com/read/2012/11/26/210157/2102034/10/tunggu-program-ahok-renovasi-terminal--halte-di-jakarta
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3.
Text
Problems That Jakarta Public Transport Faced
Vandalism
Damaged and
Broken Shelter
Cleanliness
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4.
Affecting directly to the
notoriously Jakarta Traffic.
With a decreasing number
of Public Transport users,
the number of Motorcyle
and Car users increased.
Thus resulted in traffic
breakdown in several
parts of the city
Low number of Public Transport user. This
happened simply as a result of the
inconvenience of Jakarta Public Transport
Affecting the liveable city index.
Bad transportation system in a city
would’ve resulted in lack of
efficiency, convenience, and the
identity of the city itself
Side Effects from Inconvenient Public Transport
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5.
Reasons Why We Should Preserve Public Transport Facilities
Huge Amount of Investment
The Government of DKI Jakarta has invested approximately more than IDR 18 Million in new transportation
system such as MRT. With vandalism and cleanliness issue still haunting the Jakarta transportation system,
this amount of investment could be worthless due to low number of Public Transport users.
Affecting a lot of Stakeholders
There are a lot of parties involved in the public transport issue. With an inconvenient public transport, there
are number of public transport users at stake. Low number of public transport users would’ve resulted in
high number of traffics due to the hiking sales of Motorcycle and Car.
It is the identity of the city
New York has its famous Subway, Singapore has its famous MRT. Meanwhile Jakarta’s busway and commuter
line are known for the inconvenience, which was mainly attributed from the vandalism and cleanliness issue.
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6.
CLEAN TRANSPORT INITIATIVE
Clean Transport Initiative is a project focused on how we should communicate and spread awareness to the citizens of Jakarta about
the importance of preserving the Public Transport Facilities to create a better understanding of the possibilities
that the Citizens of Jakarta could’ve had. This project is divided into two major strategy. The first one is
“How does it feel to have a convenience public transport facilities in Jakarta”, and the second one is
“The Incentives Program to Prevent violations against public transport facilities”.
Clean Transport Initiative
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7.
PROJECT OVERVIEW
Project Scope
This project will be held in the South and Central Jakarta Area as a pilot project. This project will be held in 6
months. The focus of this project will be on the importance of preserving the public transport facilities and
ways to deliver this issue to the campaign target. The tools that are being used on this project is the viral
marketing and guerilla marketing program.
Project Target
The target of this project is Jakarta Transport Users. The approach that are being used here are a skimming
scheme. In this case, we’ve chosen our main target market. After we have finished delivering our ideas and
campaign to our project target, we began to expand our target into a large base of users.
Project Objectives
The objectives of this project are:
1. Planting awareness to the campaign target about the benefits and incentives that they could gain from
having a convenient public transport
2. Minimizing the number of violations and damaged public facilities by 50% at the end of the campaign
3. Directing the campaign target to be an agent of change by plotting them to become a strategic preventive
tools
4. Inspiring similar campaigns outbreak in other major cities in Indonesia
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8.
Strategy #1
How does it feel to have a
convenient public facilities?
In this part of the campaign, the focus of this campaign is to raise
awareness and educate the campaign target about the importance of
preserving public transport facilities by giving them examples about the
incentives, benefits, and possibilities that they would gain if they are able
to preserve the public transport facilities. The actions of this campaign
are divided into two major action. The first one is Spreading The Idea and
the second one is How Does it Feel to live inside the idea.
Spreading the Idea
Spreading an awareness to the people is very important. Take a look at Australian Metro Company’s
“Dumb Ways To Die” that able to spread the importance of the idea in a very entertaining way. This
campaign is also using the same formula to deliver our ideas to the people. The tools that we’re
using in this part of the action is by giving examples to the people about how does it feel to have a
convenience public facilities and the importance of preserving them. In this case, we’re using
advertising spaces, digital megatron, and also viral social media campaign to spread the awareness
to the campaign target. We’re also using a guerilla marketing tactics to establish a direct contact
with the target market. The placement of the ads are located in our target’s hindsights (Bus shelter,
streets, public facilities). With a guerilla marketing tactics, we will be able to create an
unconventional yet memorable ways to raise our target awareness about the importance of
preserving public facilities.
How Does it Feel to Live Inside the Idea
In this part of the actions, we are trying to giving our target campaign example on the benefits or
possibilities that they would gain if they are able to preserve the public transport facilities. In this
case, we’re creating a pilot shelter in one of our target campaign area. This shelter is occupied by a
clean and convenient facilities. This shelter is also well-designed to give it a smarter looks and
thus, giving people example about possibilities that they would gain if they are able to maintain a
great public facilities. If people knows about the incentives, hopefully they would turn to be an
agent of change and become a self preventive measure for several violations against public
transport facilities that would happen in the future.
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9.
Text
Example of Guerilla
Marketing
Bus Interior
Advertising
Innovative Bus Stops Design
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10.
Strategy #2
The Incentive Program
“Incentives are the cornerstone of the modern life” - Steven Levitt
In this strategy, we’re trying to assess the problems that led into the
violations. For example, the toll road receipt that toll road users received
after paying for a toll road. This usually led into a number of violations
especially in terms of cleanliness issue because people tends to throw
them into the street. In this strategy, we’re trying to prevent that from
happening by turn the receipts that our target campaign received into
something valuable to prevent them from littering in the public facilities.
In this case, we’re trying to establish a partnership with several
merchants (restaurants, retailers) to place a promotional codes/ discount
coupons in the public transportation receipts. The target market could
receive several promotional benefits such as discounts or free food by
bringing the receipts into the restaurant or tweet them in their social
media account to spread awareness about the program, which could also
led into people finding out about the importance of preserving the public
facilities.
In this case, we’re using a viral marketing to spread an on-going talks
between our target markets. The receipts now will be a valuable
possessions and thus people will not just throw it away. This hopefully
will led into a better and clean public transport facilities.
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11.
Project
Evaluation
At the end of the campaign, we will held a project
evaluation. The project evaluation mainly focused
on how many objectives that we’ve passed. We
also assess the impact of the campaign of the
society and the obstacle that we faced during the
campaign program.
The goals behind the project evaluation is to
create a solid foundation for an upcoming project
in the future.
Obstacles
faced
Objectives
fulfilled
Recommendation
for future
project
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12.
Timeline
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13.
Budget Estimation
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14.
“You can’t understand a city
without using its public
transportation system.”
Image Credit:
Unsplash.com
Solopos.com
http://cdn-2.tstatic.net/tribunnews/foto/bank/images/20140802_160411_tol_sampah.jpg
http://rmi.co/wp-content/uploads/2014/02/windex-bus-shelter-guerilla-marketing.jpg
- Erol Ozan
Sunday, May 17, 15