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Membangun Kampanye yang “SMART”

Membangun Kampanye yang “SMART”. Rully Prayoga 350 East Asia. Kampanye VS Project. Campaign: A campaign is a phase of a war involving a series of operations related in time and space and aimed towards a single, specific, strategic objective or result in the war.

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Membangun Kampanye yang “SMART”

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  1. MembangunKampanye yang “SMART” RullyPrayoga 350 East Asia

  2. Kampanye VS Project • Campaign: A campaign is a phase of a war involving a series of operations related in time and space and aimed towards a single, specific, strategic objective or result in the war. A campaign may include a single battle, but more often it comprises a number of battles over a protracted period of time or a considerable distance, but within a single theatre of operations or delimited area. A campaign may last only a few weeks, but usually lasts several months or even a year

  3. Kampanye VS Project • Project • Perencanaanlebih lama • Waktulebih lama • Resource lebihdipersiapkan • Hasillebihdapatdipastikan

  4. MengapaHarusKampanye • “Membangunkan” publikdengancara yang kreatifdaninovatif • Isu yang menjaditujuansangat urgent • Kampanyemembuatgerakan “bola salju” daripada “wait and see situation” • Sumberdaya yang terbatas • Membuatsesuatu yang “invisible” menjadi “visible” • Memberikan “gema” padamereka yang tidakpernah di dengar

  5. TahapanKampanye • 5 “P”: • Problem • Public • Price • Plan • Product

  6. Problem • Mapping Issues • Prioritas • Aktualitas • Urgency

  7. Publik • Target Audience • Power Map • AnalisisKepentingan • Bangunhubungan • Petakankebutuhan

  8. PRICE • Support Pendanaan • Volunteering • RencanaPenggalangan • Akuntabilitaspublik • Budget yang akurat

  9. PLAN SMART: • Specific • Measurable • Achievable • Realistic • Time bound

  10. Product • Active oriented • KreatifdanInovatif • Bangun “kemelekatan” yang tinggi • Radikal • Thinking Out of The Box

  11. RencanaKampanye • Identifikasiseluruh “P” • BangunTeoriPerubahan • Identifikasipesankunci • BangunJaringan, Aliansi • Bangunkomunikasidengan media • Kelola volunteer denganbaik

  12. TeoriPerubahan??? • Asumsilogisdariseluruhrencanakampanyemeliputi, pesankunci, rencanaintervensi, aktor, dantujuansecara SMART darikampanyeitusendiri, yang akanmenjadivisidarikampanyeitusendiri • Contoh: Jikakitamempengaruhipenggunaenergidarikalanganmenengahkeatas ( middle class) untukmengefektifdanefiesiensikankonsumsienergimerekadengankampanye mass mob ( shuffle dance, etc) dan social media yang sedang trending makaakandiharapkanterjadipenguranganjumlahbatubara yang dibakarsetiaphari yang berkontribusipadaemisikarbon di atmosphere.

  13. PesanKunci • 2-3 kata mengenaiisuitusendiri • Mencakupmanfaat+ apa yang harusdilakukan • Bangun “kemelekatan”

  14. “Kemelekatan”?? • Sesuatu yang terekamdalammemori • Sesuatu yang biasanyatidakterduga • Unik, inovatif, kreatif, radikal • Prinsip SUCCESs : • Simplicity • Unexpectedness • Concreteness • Credibility • Emotions • Stories

  15. NarasiKampanye 5P+TC+PS  RencanaKampanye SMART Contoh: Dalamwaktu 3 bulankedepan 350 Indonesia akanmerubahdebatpublikmengenaisubsididaripolemikanggarannegaramenjadiisupenguatanaksesenergimurahtanpasubsidiuntukmasyarakatdengan target audience, pemerintah, middle class, perusahaanenergidenganmembangunkesadarandanmempromosikanaksinyatamelaluibeberapaaksilapangandansosial media bersamadengan media, kelompokkomunitassepeda, komunitas shuffle dance dangrafitti.

  16. Next Step?? • BangunAktifitas yang Kreatif, InovatifdanRadikal di Session 2 TerimaKasih

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