[ABSTRAK
RINGKASAN EKSEKUTIFPernyataan MasalahMinimnya pengetahuan masyarakat perkotaan terhadap transformasi dan revitalisasi bisnis yang telah dilakukan Pos Indonesia sejak tahun 2009.TujuanMeningkatkan awareness dan pengetahuan masyarakat terhadap transformasi dan revitalisasi bisnis yang telah dilakukan Pos Indonesia.SasaranPeningkatan pengetahuan masyarakat mengenai perkembangan produk sebesar 50%Peningkatan pengetahuan masyarakat mengenai peningkatan kualitas pelayanan sebesar 50%Peningakatan pengetahuan masyarakat mengenai identitas Pos Indonesia sebagai The Network Company sebesar 100%.StrategiStrategi pesan:Informasi mengenai transformasi Pos Indonesia;identitas baru Pos Indonesia sebagai The Network Company;memiliki varian produk berbasis digital untuk memenuhi kebutuhan masyarakat perkotaan.Strategi saluran:Media online untuk menciptakan efek word of mouth;liputan media masa merupakan strategi publisitas paling murah dan efektif;Strategi implementasi:Dimulai bertepatan pada hari ulang tahun Pos Indonesia yang ke-269;memanfaatkan sesuatu yang sederhana untuk menjadi pusat perhatian banyak orang; menggunakan objek ikonik Pos Indonesia;memanfaatkan kekuatan visual; third party endorsement; kekuatan public engagement; special event yang akan diselenggarakan pada Hari Pos Sedunia.Khalayak SasaranMasyarakat Jakarta rentang usia 15-40 tahun dan memiliki aktivitas dominan di luar rumahMedia massaPelaku pasar e-commercePesan KunciPos Indonesia telah bertransformasi dan kini telah siap memenuhi kebutuhan masyarakat perkotaan akan jasa pengiriman, seperti logistik, e-commerce (Plasapos.com), dan layanan keuangan (Pospay) yang kesemuanya memanfaatkan jaringan online di seluruh Indonesia.Masyarakat: Melalui program kampanye ini, PT Pos Indonesia membuktikan bahwa kini ia telah memfokuskan diri dalam pelayanan terhadap masyarakat perkotaan yang memiliki mobilitas tinggi.Media Massa: PT Pos Indonesia kini telah memiliki wajah baru yang lebih segar dan modern dengan peningkatan kualitas pelayanan dan perkembangan produk digital melalui identitas barunya The Network Company.Pelaku Pasar E-Commerce: PT Pos Indonesia kini telah memiliki berbagai varian produk pelayanan berbasis digital berkualitas tinggi yang dapat memudahkan para pengusaha e-commerce dalam memenuhi permintaan pasar.ProgramRobo Pos in TownKompetisi Komik Foto MemeThird Party Endorsement (media sosial)Event ?The Transformation of Robo Pos Indonesia?Publikasi onlineMedia briefingPre-conditioning releaseJadwalJuni Oktober 2015AnggaranTotal anggaran: Rp 2.170.100.000,00EvaluasiEvaluasi tahap input, output, oucome, serta proyeksi program.

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ABSTRACT
EXECUTIVE SUMMARYProblem StatementThe lack of knowledge of the urban communities about the business transformation and revitalization of Pos Indonesia since 2009.GoalTo raise public awareness and public knowledge towards business transformation and revitalization of Pos IndonesiaObjectivesIncreasing public knowledge about the development of products by 50%Increasing public knowledge about enhancement of the quality of service by 50%Increasing public knowledge about the latest identity of Pos Indonesia, that is ?The Network Company, by 100%StrategyMessage Strategies:Information about the transformation of Pos Indonesia;the new identity of Pos Indonesia as "The Network Company";they have variants of digital-based products to meet the needs of urban communities.Channel Strategies:Online media to create the effect of word-of-mouth;media coverage is the most inexpensive and effective publicity strategy;Implementation Strategies:The program will be started on the 269th Pos Indonesia anniversary;take advantage of something simple to become the center of attention of many people; using iconic objects of Pos Indonesia; harness the power of the visual;third party endorsement; public engagement power; special event to be held on The World Post Day.Target AudienceJakarta community with range of the age of 15-40 y.o., have outdoor activities as the dominantThe mass mediaThe market of e-commerceKey MessagesPos Indonesia has been transformed and is now ready to meet the needs of urban communities for shipping services, such as logistics, e-commerce (Plasapos.com), and financial services (Pospay), all of which utilize an online network throughout Indonesia.Community: Through this campaign, PT Pos Indonesia proves that they are focusing on service to the urban communities who have high mobility.Mass Media: PT Pos Indonesia now has a new, more fresh and modern, appearance with improvement of the quality of service and the development of digital products through their new identity as "The Network Company".E-Commerce Market Participants: PT Pos Indonesia now has various products of high quality digital-based services that can facilitate e-commerce entrepreneurs to meet the market demand.Programs"Robo Pos in Town"Meme Photo Comic Competition Third Party Endorsement (social media)Event "The Transformation of Robo Pos Indonesia"Online publicationMedia briefingPre-conditioning ReleaseScheduleJune October 2015BudgetTotal budget required:Rp 2.170.100.000,00EvaluationThe inputs, outputs, outcomes evaluation method, and also program projection, EXECUTIVE SUMMARY Problem StatementThe lack of knowledge of the urban communities about the business transformation and revitalization of Pos Indonesia since 2009.GoalTo raise public awareness and public knowledge towards business transformation and revitalization of Pos IndonesiaObjectivesIncreasing public knowledge about the development of products by 50%Increasing public knowledge about enhancement of the quality of service by 50%Increasing public knowledge about the latest identity of Pos Indonesia, that is “The Network Company, by 100%StrategyMessage Strategies:Information about the transformation of Pos Indonesia;the new identity of Pos Indonesia as "The Network Company";they have variants of digital-based products to meet the needs of urban communities. Channel Strategies:Online media to create the effect of word-of-mouth;media coverage is the most inexpensive and effective publicity strategy; Implementation Strategies:The program will be started on the 269th Pos Indonesia anniversary;take advantage of something simple to become the center of attention of many people;using iconic objects of Pos Indonesia;harness the power of the visual;third party endorsement;public engagement power;special event to be held on The World Post Day.Target AudienceJakarta community with range of the age of 15-40 y.o., have outdoor activities as the dominantThe mass mediaThe market of e-commerceKey MessagesPos Indonesia has been transformed and is now ready to meet the needs of urban communities for shipping services, such as logistics, e-commerce (Plasapos.com), and financial services (Pospay), all of which utilize an online network throughout Indonesia.Community: Through this campaign, PT Pos Indonesia proves that they are focusing on service to the urban communities who have high mobility.Mass Media: PT Pos Indonesia now has a new, more fresh and modern, appearance with improvement of the quality of service and the development of digital products through their new identity as "The Network Company".E-Commerce Market Participants: PT Pos Indonesia now has various products of high quality digital-based services that can facilitate e-commerce entrepreneurs to meet the market demand.Programs"Robo Pos in Town"Meme Photo Comic Competition Third Party Endorsement (social media)Event "The Transformation of Robo Pos Indonesia"Online publicationMedia briefingPre-conditioning ReleaseScheduleJune – October 2015BudgetTotal budget required:Rp 2.170.100.000,00EvaluationThe inputs, outputs, outcomes evaluation method, and also program projection]