[ABSTRAK
Analisis Situasi1. PT Go-Jek Indonesia belum pernah melakukan program yang berkaitan dengan social responsibility2. Di sisi lain, Indonesia saat ini sedang dilanda bencana kabut asap yang melanda Riau3. Diperlukan program yang berkaitan dengan social responsibility yaitu pemasaran sosial untuk membantu permasalahan yang sedang ada di IndonesiaTujuanMenaikkan citra perusahaan melalui kegiatan pemasaran sosial sekaligus menjadikan GO-JEK sebagai transportasi ramah lingkungan melalui kegiatan uji emisiSasaran1. Seluruh armada GO-JEK lulus uji emisi2. Terciptanya rasa peduli masyarakat Indonesia terhadap bencana di Indonesia, dalam kasus ini adalah korban asap Riau3. Terbantunya pelajar di Riau akan kebutuhan pendidikan akibat dampak dari bencana asap Riau4. Menjaga loyalitas pelanggan GO-JEK5. Membangun citra positif PT Go-Jek Indonesia sebagai perusahaan jasa transportasi alternatif yang peduli terhadap isu sosial dan lingkunganStrategiPemasaran sosial dalam bentuk ―Uji Emisi Armada GO-JEK‖ dan kampanye ―GO-JEK Peduli Asap Riau‖Khalayak SasaranMasyarakat pengguna GO-RIDE yang berlokasi di daerah Jakarta-Bogor-Depok-Tangerang-Bekasi (Jabodetabek), driver GO-JEK untuk program uji emisi, dan pelajar RiauPesan KunciGO-JEK adalah transportasi alternatif yang peduli terhadap isu sosial dan lingkungan Program1. Kegiatan pengurangan polusi udara melalui ―Uji Emisi Armada GO-JEK‖2. Kegiatan pemasaran sosial kampanye ―GO-JEK Peduli Asap Riau‖JadwalJanuari 2016AnggaranTotal anggaran yang dibutuhkan untuk penyelenggaraan rangkaian kegiatan adalah Rp 140.120.000,-EvaluasiMetode evaluasi yang digunakan adalah metode input, output, dan outcome Input: evaluasi terhadap segala proses yang berlangsung dalam pelaksanaan kegiatan Output: evaluasi terhadap sesuatu yang nyata sebagai hasil dari kegiatan Outcome: pengukuran dampak dan evaluasi hasil pelaksanaan kegiatanABSTRACT
Situation Analysis1. PT Go-Jek Indonesia has never had a program related to social responsibility2. On the other hand, Indonesia is currently facing a natural disaster, catastrophe smog, in Riau State3. A social responsibility program is needed, hence a social marketing plan is suited to face the current problem in IndonesiaPurposeImproving corporate image through social marketing along with introducing GO-JEK as an eco-friendly transportation that will be proved through the emission testGoal1. The whole GO-JEK motorcycles has passed the emission test2. Raise the awareness and the interest of Indonesian society toward the catastrophe smog3. Helping Riau students of educational needs as a result of catastrophe smog's effect4. Keeping customer loyalty toward GO-JEK5. Develop a positive image of PT Go-Jek Indonesia as an alternative transportation service that cares about environmental issueStrategyHelp the catastrophe smog?s victims in Riau through a social marketing program: ?Uji Emisi Armada GO-JEK? activity and ?GO-JEK Peduli Asap Riau? campaignTarget Audience1. GO-RIDE user society located in Jakarta-Bogor-Depok-Tangerang-Bekasi (Jabodetabek)2. GO-JEK Drivers for the emission test3. Riau studentsKey MessageGO-JEK is an alternative transportation that has an interest in social and environmental matters Program1. Air-pollution reduction activity through ?Uji Emisi Armada GO-JEK?2. Social marketing campaign activity ?GO-JEK Peduli Asap Riau?ScheduleJanuary 2016BudgetThe total budget that is expected to conduct the whole activity is Rp 140.120.000,-EvaluationEvaluation method that will be used is input, output, and outcome method Input: evaluation toward the whole process during the activity Output: evaluation toward the real result of the activity Outcome: the measurement of the impact and the result evaluation of the program;Situation Analysis1. PT Go-Jek Indonesia has never had a program related to social responsibility2. On the other hand, Indonesia is currently facing a natural disaster, catastrophe smog, in Riau State3. A social responsibility program is needed, hence a social marketing plan is suited to face the current problem in IndonesiaPurposeImproving corporate image through social marketing along with introducing GO-JEK as an eco-friendly transportation that will be proved through the emission testGoal1. The whole GO-JEK motorcycles has passed the emission test2. Raise the awareness and the interest of Indonesian society toward the catastrophe smog3. Helping Riau students of educational needs as a result of catastrophe smog's effect4. Keeping customer loyalty toward GO-JEK5. Develop a positive image of PT Go-Jek Indonesia as an alternative transportation service that cares about environmental issueStrategyHelp the catastrophe smog?s victims in Riau through a social marketing program: ?Uji Emisi Armada GO-JEK? activity and ?GO-JEK Peduli Asap Riau? campaignTarget Audience1. GO-RIDE user society located in Jakarta-Bogor-Depok-Tangerang-Bekasi (Jabodetabek)2. GO-JEK Drivers for the emission test3. Riau studentsKey MessageGO-JEK is an alternative transportation that has an interest in social and environmental matters Program1. Air-pollution reduction activity through ?Uji Emisi Armada GO-JEK?2. Social marketing campaign activity ?GO-JEK Peduli Asap Riau?ScheduleJanuary 2016BudgetThe total budget that is expected to conduct the whole activity is Rp 140.120.000,-EvaluationEvaluation method that will be used is input, output, and outcome method Input: evaluation toward the whole process during the activity Output: evaluation toward the real result of the activity Outcome: the measurement of the impact and the result evaluation of the program, Situation Analysis1. PT Go-Jek Indonesia has never had a program related to social responsibility2. On the other hand, Indonesia is currently facing a natural disaster, catastrophe smog, in Riau State3. A social responsibility program is needed, hence a social marketing plan is suited to face the current problem in IndonesiaPurposeImproving corporate image through social marketing along with introducing GO-JEK as an eco-friendly transportation that will be proved through the emission testGoal1. The whole GO-JEK motorcycles has passed the emission test2. Raise the awareness and the interest of Indonesian society toward the catastrophe smog3. Helping Riau students of educational needs as a result of catastrophe smog's effect4. Keeping customer loyalty toward GO-JEK5. Develop a positive image of PT Go-Jek Indonesia as an alternative transportation service that cares about environmental issueStrategyHelp the catastrophe smog’s victims in Riau through a social marketing program: “Uji Emisi Armada GO-JEK” activity and “GO-JEK Peduli Asap Riau” campaignTarget Audience1. GO-RIDE user society located in Jakarta-Bogor-Depok-Tangerang-Bekasi (Jabodetabek)2. GO-JEK Drivers for the emission test3. Riau studentsKey MessageGO-JEK is an alternative transportation that has an interest in social and environmental matters Program1. Air-pollution reduction activity through “Uji Emisi Armada GO-JEK”2. Social marketing campaign activity “GO-JEK Peduli Asap Riau”ScheduleJanuary 2016BudgetThe total budget that is expected to conduct the whole activity is Rp 140.120.000,-EvaluationEvaluation method that will be used is input, output, and outcome method Input: evaluation toward the whole process during the activity Output: evaluation toward the real result of the activity Outcome: the measurement of the impact and the result evaluation of the program] |
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