ABSTRAK
Situasi1. Data riset pendahuluan menunjukkan bahwa hanya 48 mahasiswa yang mengetahui program Green Campus di Universitas Indonesia.2. Hasil observasi menunjukkan sejumlah perilaku anti-lingkungan.3. Berdasarkan data tersebut, diperlukan program pemasaran sosial yang dapat mengatasi rendahnya kesadaran mahasiswa mengenai program Green Campus dan perilaku anti lingkungan pada mahasiswa Universitas Indonesia.Tujuan1. Meningkatkan kesadaran target khalayak mengenai program Green Campus di Universitas Indonesia dari 48 menjadi 70 .2. Membangun rasa tanggung jawab target khalayak terhadap program Green Campus di Universitas Indonesia dari 41,8 menjadi 65 .3. Perilaku pro lingkungan pada mahasiswa Universitas Indonesia meningkat sebesar 10 .Target KhalayakMahasiswa aktif yang berasal dari 15 fakultas di Universitas Indonesia, baik program vokasi D3 maupun sarjana S1 .Pesan Kunci ldquo;Think Green, Live Great rdquo;Strategi1. Penggunaan media organisasi2. Educational Gathering3. Special EventsTaktik1. Mengembangkan website, membuat akun media sosial, dan memanfaatkan media luar ruang.2. Menyelenggarakan seminar UI Green Education.3. Menyelenggarakan kompetisi Think Green Project, pameran UI Green Force, dan acara puncak UI Green Movement.Rencana WaktuJuli 2017 ndash; Juli 2018AnggaranRp 260.100.000,00EvaluasiEvaluasi tahap input, output, dan outcome dengan metode kualitatif dan kuantitatif.
ABSTRAK
Situation Analysis1. Preliminary research indicates that only 48 of students know about Green Campus at Universitas Indonesia. 2. Recent observation indicates anti environmental behavior.3. According to the data, social marketing is required to overcome the students rsquo lack of awareness regarding Green Campus and anti environmental behavior on Universitas Indonesia students. Objectives1. Raising awareness among target audience about Green Campus at Universitas Indonesia from 48 to 70 .2. Building sense of responsibility towards Green Campus at Universitas Indonesia from 41,8 to 65 .3. Increase Pro environmental behavior on Universitas Indonesia students by 10 . Target AudienceActive students from 15 faculties at Universitas Indonesia, both vocational program D3 and undergraduate program S1 .Key Message ldquo Think Green, Live Great rdquo Strategies1. Using Organization Media2. Educational Gathering3. Special EventsTactic1. Developing website, creating social media account, and using outdoor media. 4. Organizing UI Green Education seminars. 5. Organizing Think Green Project Competition, UI Green Force Exhibition, and UI Green Movement Event. TimelineJuly 2017 ndash July 2018BudgetRp 260.100.000,00Evaluationinput, output, and outcome by using qualitative and quantitative methods |
TA-Gabriela Fernanda Subagio.pdf :: Unduh