John Doe | CEO

Company NameCLEAN TRANSPORT INITIATIVEA Communication Strategy Proposal by

Faisal Widi Nugraha - Universitas Padjadjaran

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Current Situation

TRANSPORTATIONThe 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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Problems That Jakarta Public Transport Faced

Vandalism Damaged and Broken Shelter Cleanliness

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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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Reasons Why We Should Preserve Public Transport Facilities

Huge Amount of InvestmentThe 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 StakeholdersThere 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 cityNew 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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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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PROJECT OVERVIEW

Project ScopeThis 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 TargetThe 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 ObjectivesThe 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 transport2. Minimizing the number of violations and damaged public facilities by 50% at the end of the campaign3. Directing the campaign target to be an agent of change by plotting them to become a strategic preventive tools4. Inspiring similar campaigns outbreak in other major cities in Indonesia

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Strategy #1How does it feel to have aconvenient 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 IdeaSpreading 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 awarenessto 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 IdeaIn 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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Example of Guerilla Marketing

Bus Interior Advertising

Innovative Bus Stops Design

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Strategy #2The Incentive Program

“Incentives are the cornerstone of the modern life” - Steven LevittIn 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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Project EvaluationAt 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.

Obstaclesfaced

Objectivesfulfilled

Recommendationfor future

project

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Timeline

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Budget Estimation

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“You can’t understand a city without using its public transportation system.”

Image Credit:Unsplash.comSolopos.comhttp://cdn-2.tstatic.net/tribunnews/foto/bank/images/20140802_160411_tol_sampah.jpghttp://rmi.co/wp-content/uploads/2014/02/windex-bus-shelter-guerilla-marketing.jpg

- Erol Ozan

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