Bandeng Pinter tresnaku marang kuthaku

a proposal from

what’s inside

what and why Gresik

the call

the proposal

summary

what and why Gresik getting to know closer

1

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

13

sacred sites

99.8% jobseekers completed

basic education

2 out of 9

wali songo is here

~1.2 mio

prayer rooms

Source: BPS (2011)

what media tell about Gresik

(2009-2011)

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

• Gresik is the top fishery producer in

E. Java (Bandeng is the most well-

known fish among others)

• schools are available in all districts

with ease of access (geographically)

weaknesses

• the existing “education as a cost

instead of investment” perception

opportunities

• Gresik is among 5 suburbs with high

internet penetration in Indonesia

• familiarity to internet & social media

• “money means prestige” perception in

the society

threads

• low buying power

• 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

preparation buzzing the auction post-

auction/evaluation

1 2 3 4

talent search

• 5-10 students

• school recommendations

permit processes

media relations

•release development &

distribution to 15 local media

digital communications

•#BandengPinter trending in

Twitter since D-7

•Facebook communication

•e-mail propagation to target

auction starts

• to sell 20 big fish, priced Rp 5 mio

and above as the floor price

press conference

• auction winners announcement

• symbolic scholarship awarding

• media talk

digital communications

• Twitter & Facebook

media evaluation

• media attendance

• coverage generated

• key message inclusion & accuracy

digital communications

• Twitter updates collection

• Facebook conversation collection

report development

timeline & budget

Jun W1-AugW1

•right-from-the-

start meeting

•talent search

•permit

processes

Jul W1-Aug

W2

•media relations

•digital

communications

Aug W2

•auction D-day

•press

conference

•digital

communications

Aug W2-4

•media

evaluation

•digital

communications

evaluation

preparation buzzing auction evaluation

12 weeks

weekly meetings held

event (Rp 40,000,000)

• this account covers event preparation to

execution activities incurring cost (e.g. postal

services, third party services, permit fee, MC,

etc).

operations (Rp 8,000,000)

• is projected to be 20% of the event cost. this

account covers for instance gasoline fee,

communication voucher, etc.

unexpected costs (Rp 4,000,000)

• is 10% percent of event cost aimed at disbursing

other charges or unbudgeted expenditures.

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.

summary

thank you