Branding city of depok

Short Term :

1. The Formed of community DearDepok who actively campaign the action care of Depok Town

2. DearDepok receive feedback the opinion and hope of Depok’s citizen

3. Increase sense of belonging of Depok citizens trough 3 phases branding, that is Care, Dream,

and Act

Long term :

1.) DearDepok’s campaign are succes to creating the uniquely character of Depok town

2) From the unique character of Depok, Depok being one of the touristm destination in Indonesia

3) Aspiration from DearDepok’s Member can be followed up and supporrting the development of

Depok town as a better city.

COMMUNICATION GOAL

Short Term :




and Act

Long term :





COMMUNICATION GOAL

EDUCATION TOURISMVERNMENT

it’s eaisier when you carePresented for scholarship Creativediary - My City

IED Milano - Master Brand Management and Communication

DEARDEPOKDEARDEPOK

Short Term :




and Act

Long term :





COMMUNICATION GOAL

Short Term :




and Act

Long term :





COMMUNICATION GOAL

Depok town has labelled as a miniature of Indone-sia. Approximately 90% of 26 ethnics in Indonesia such as Java, Sunda, Betawi, and Minang stay here in Depok. So, what do you find? Culture, Business, Tourism, Entertainment, Education, Dining, Shop-ping? Everything! Depok is the right choice to find anything! A colorful city? Yes, indeed.

As a typical of a metropolitan city, the location of Depok is directly under the boundary of Jakarta, and as a buffer area to alleviate the high number of population growth in Jakarta, the capital city. A number of 88% Depok’s employee work in the capital city, and they spend 14 hours working. Just imagine it--every Depok’s employee spend only 10 hours everyday in the city they live, but take 4 hours to get them to Jakarta and send them back to Depok, and just have 6 hours for taking rest. It’s a very dynamic city.

Depok, as a new autonomy city, was established on April 27, 1999 and has already started applying decentralization approach for local government system. Depok is like a village girl doing her own make up. Depok town is one of the fast growing cities in West Java, Indonesia. Infrastructure, roads, schools, hospitals, recreation, markets, hotels, eve-rything. You can find the development of this town, everyday. When you sleep one night and you wake up tomorrow, the changing of this city are waiting for you. It’s an attractive city!

Very Short Story About Depok

Welcome to my city! It’s Colorful, It’s Dynamic, It’s Attractive. It’s Depok.

IT’S A COLORFUL CITY IT’S A DYNAMIC CITY IT’S AN ATTRACTIVE CITY

KEY FACT ABOUT DEPOK

A. The little “sense of belonging” of Depok’s citizens to their city. It is because Depok includes a heterogeneous community with a variety of ethnics, each with their own culture. Besides, the very dy-namic movement of Depok’s employee that makes them spend not much time in Depok.

B. The unrealized dreams of the citizens, because the fast growing of Depok and the necessity heterogeneous community with va-riety of ethnic and cultural

C. The less participating of Depok citizens because of their very dynamic movement. They mostly work in Jakarta so they spend much time there, at the same time Depok has also been a fast growing city.

X. ROOT PROBLEM : Careless citizens

Threat :

A. HDI (Human Development Index) Depok is the highest in west java province : 78,10 from 100 scale

B. CSI (Citizen Satisfaction Indeks) including on good category (71,17% from scale 100) based on MENPAN Standard

C. The Best Local environment status (LES) in IndonesiaWHO prototype city in prevention of noncommunicable disease based on citizen

From this strenght, we can look that Depok town is richness with smart citizens, prosperous, clean, and healthly. This is a potential which can de-veloped for realize the primary mission.

Strenght :

COLORFUL A

B CX

DYNAMIC

ATTRACTIVE

SMART PROSPEROUS CLEAN HEALTHLY

Short Term :




and Act

Long term :





COMMUNICATION GOAL

Short Term :




and Act

Long term :





COMMUNICATION GOALKEY FACT ABOUT DEPOK

A. The little “sense of belonging” of Depok’s citizens to their city. It is because Depok includes a heterogeneous community with a variety of ethnics, each with their own culture. Besides, the very dy-namic movement of Depok’s employee that makes them spend not much time in Depok.

B. The unrealized dreams of the citizens, because the fast growing of Depok and the necessity heterogeneous community with va-riety of ethnic and cultural

C. The less participating of Depok citizens because of their very dynamic movement. They mostly work in Jakarta so they spend much time there, at the same time Depok has also been a fast growing city.

X. ROOT PROBLEM : Careless citizens

Threat :

A. HDI (Human Development Index) Depok is the highest in west java province : 78,10 from 100 scale

B. CSI (Citizen Satisfaction Indeks) including on good category (71,17% from scale 100) based on MENPAN Standard

C. The Best Local environment status (LES) in IndonesiaWHO prototype city in prevention of noncommunicable disease based on citizen

From this strenght, we can look that Depok town is richness with smart citizens, prosperous, clean, and healthly. This is a potential which can de-veloped for realize the primary mission.

Strenght :

COLORFUL A

B CX

DYNAMIC

ATTRACTIVE

SMART PROSPEROUS CLEAN HEALTHLY

Dear Depok is the branding project of Depok which the mission is to empower Depok’s citizens to be care to the development of their city in fun ways. DearDepok is intended for the citizens of Depok. It tries to emphasize Depok’s concentration develop-ment, which is Education, Settlement, Trading Cent-er, Environment, Tourism, Religion, and Government.

The campaign is through 3 level strategies: Care, Dream and Act.

CARE (Create Awarenes for Citizens) is a strategy to make De-pok’s citizens aware of an issue by giving them some discourse. The output is citizens’ awareness of the issue. In this level, the citizens would come to the affiliation phase.

DREAM (Direct Respons Media) is a strategy to make a survey to Depok’s citizens to know what kind of city they are dreaming of. The output is citizens’ awareness to be involved in Depok’s future planning. In this level, the citizens would come to the par-ticipating phase.

ACT (Action of Community) is a strategy to get the Depok’s citi-zens involved in the events that has a direct influence to Depok’s development. The output is citizens’ involving in Depok’s devel-opment. In this level, the citizens would come to the contributing phase.

MethodologyBrand History

BRAND STRATEGIES

EDUCATION

SETTLEMENT

TRADING CENTER

ENVIRONMENT

TOURISM RELIGION

GOVERMENT

CARE

DREAM

ACT

Participation

Contribution

Affiliation

Project Name : DearDepok

Philosophy : Dear is commonly used as a greeting in the beginning of a letter. There are many reasons of why people make a letter. They may be confirm-ing something, asking of other’s life, or clarifying something. However all the reasons can be concluded in just one word: care. By writing a letter, it can be taken as another way to in communicating with the receiver. In such a condition where Depok’s citizens are extremely busy in their heterogeneity, DearDepok comes to invite them to care to their city’s development, to make them pay more attention of the development from time to time, and to make them try to fulfill its needs. This is the main philosophy of DearDepok; a bunch of care and concern to their beloved city.

Tagline : It’s Easier when you care

Philosophy : Eric Form once said in his book, “Love makes everything complicated become much easier.” This tag line is the essence of that philosophy. It is a calling for caring that contains a little “force”, however, in the beginning of the sentence there is a promise that everything surely would become much easier when all parts have the sense of “care”. No matter how easy is a job, but if it is not done by a passion, this job would certainly feel hard to do. Vice versa. Indeed the sense of “care” comes up from our selves, but the effect would also color to our surrounding, which could also be filled by drops of love and goodness.

Type FontPrimary Font : Steinem

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+?|

Secondary Font : Gill Sans

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()_+?|

BRAND NAME

Logo Style : Kubism - Logo Trend 2010\

Philosophy of Logo :The main form of this logo is a notebook which it is mean every Depok’s citizens can express their wish in that notebook. This logo was made with clean and clear form that purpose is for create elegant atmospehere with bright color. To differentiating 7 main sector which issued by DearDepok project, this logo have thematic character. Every sector have brandcolor to represent identity of that sector. Thats thematic logo are :

EDU CATION

TOURISM

Themathic Logo :

a. Education b. Settlement c. Trading Center d.Environment

e. Tourism f. Religion g. Goverment.

VISUAL IDENTITY

a.

d.

g.

b.

e.

c.

f.

GOVERNMENT

CARE (Create Awarenes for Residents) : In this strategy, the used media planning cateory is MASS MEDIA. The media are used in this phase are one way. The main purpose of this media planning are to increase awaraness, inspiration, and sens of belongings. The promotional kit which will used are : 1. Poster : Poster which made in DearDepok project is about Depok’s citizen who have initiative to respect the nature and culture. This poster will be show in strategic places in Depok town. Every poster is contain 3 short sentence which started by “when you care” word. The second sentence is ideal condition, and the third sentence is paradox condi-tion. To know more about story of citizen who are telling in the poster, audience can scanning QR Codein the bottom part of poster and will they will be directed to “DearDepok.com” website to see the full story. 2. News Letter : News letter is the classic media to sharing news about “DearDepok” trough press media. But the role of newsletter are still significant that remembering the reading habits of Depok citizens are highly.3. Merchandise : Merchandise is the DearDepok attributes to introducing DearDepok program and increase sense of belongings between member of Depok’s citizen. This merchandise consist of T-Shirt, Member card, hat, and jacket.

DREAM (Direct Respons Media) : In this strategy, the used media planning cateory is DIRECT RESPONSE MEDIA. The media are used in this phase are two way so audience can interacting with other member of DearDepok. The purpose of this media planning is to get feedback from audience about the messages which posting in DearDepok project. At the last, feedback can be information resources to make better place for Depok town. Promotional kit which will used are : 1. QR Code : QR Code is code which have function as shortcut from physic media to digital media by scanning it with mobile phone or laptop. QR Code will implemented in all of DearDepok promotional kit. Trough the QR Code, audience will be directed to the DearDepok primary website to get the complete information.2. DepokDiary and WishBox: DepokDiary is a notebook which designed creativily for stimulating Depok’s citizen to express they aspiration and wish in this notebook. Depok diary contain the inspiring stories from Depok’s citizen who care with nature and culture, program schedule of DearDepok, “Oneheart for depok” pages, and “make a wish pages”.WishBox is postbox which will be installed on the strategic places in Depok town. Depok’s citizen in every place can request to this boz that will be follow up byt member of De-pok Community.3. Website Strategies (Blog, Facebook, Twitter, Youtube) : This is the primary product of DearDepok campaign. All of promotional kit at the last will integrated with internet. Source of information DearDepok will posting in this services.

Act (Action of Community) In this strategy, the used media planning cateory is POINT OF PURCHASE. The used media in this phase are direct event so audience can directly involved in marketing process. The purpose of this media planning is to participating Depok’s citizen on controlling and building Depok town Creativily. Promotional kit which will be used are : 1. DepokHeroes : are the award event for Depok’s citizen who have initiative to care and respect to Depok town and realized it into real world. This event will be held once a month and every winner will show at website and poster.2. Make a Wish’s Day : are the dreaming competition event about the better place for Depok town concept. The winner who have great concept and can be realized will be get prize for make their dreams.3. Oneheart for Depok : are the event to participating Depok’s citizens in building process of Depok town. Every citizen can donating their money for one of seven sector for development of Depok town. The feedback is “love doll” and sertificate for Depok citizens who has donating their money. In the DepokDiary, the donator wolud be get too a heart sticker as warrant that they have care to Depok town. The citizen who akready have 100 heart in DepokDiary will be get the DepokHeroes title. 4. DepokCare are the showroom that placing for meeting the member of DearDepok community and for express their aspiration for Depok town. Every member can show their work, even sell it. DepokCare are the mediator for report the complaint or hopes for Depok town.

MEDIA PLANNING

What is inside any student’s mind in their life? To be studying in a favorite university, get the flying colors, giving their best performance in presenta-tion, and all about competition: anything to do, even if we have to put others down.Ira Wahyuningtias, a Depok’s citizen who is studying at the campus of Uni-versity of Indonesia, Depok, introducing a new perpective of seeing what education is. Education is for all, that is what she believes. Thinking this way, every time she are going back from the campus, she gathers some neglected children around UI Rail Station and teaches them English on around the UI Lake.“Sharing knowledge means establishing a new civilization. And I believe, by doing so, I am making a new civilization” she quoted.It’s Easier when You Care (www.deardepok.com)

Margonda Street, Depok. This is the biggest trading centre in Depok. Nearly all kind of business run here. The metropolis life style has been the character of the citizens in this zone. It has become a common thing that the city lay-out, pollution, and waste have been the second benefits of the business. The result is this city becomes the most congested, polluted, and flood-prone area amongst all areas in Depok. Fahry is a student of graphic design who is also involved in business activities fighting the current of metropolis style by applying the eco business system. He offers a concept of products packaging made of organic material (environ-ment friendly products) to the malls stated on Margonda. The packagings are made with much creativity plus some advice to keep the environment health. According to him, business is a social commitment to establish cultures and civilizations.It’s Easier when You Care (www.deardepok.com)

SEE THEIR STORY

SEE THEIR STORY

BUILDING A NEW WORLDAFTER SCHOOL

BUSINESS INVESMENTFOR NATURE

VISUAL POSTER

A wide lake outspreads in the area of Lio, Depok. Its location splits up the area become two, North Depok and South Depok. At first, this lake was an obstacle for some students who are going to the school across the lake. It took about 20 minutes to get them there, circling it.Fortunately, at the initiative of Pak Parman and his family, the wide lake that first was an obstacle, has turned to be a new business at the same time it has become a tourism center now. Yes, they made a ferryboat which effectively shortens the time needed to across the lake, now it only takes 5 minutes.It’s Easier when You Care (www.deardepok.com)

One shiny morning, Depok’s citizens, Pak Musalim and his wife, happened to find a carton box in front of their house. It was quite a shocking thing that there found a little baby sleeping inside the box. It was later being known that the baby was a victim of prostitution. What happened on that morning really was a hit on Pak Musalim’s heart, realizing him even more of how hard the life is out there that is faced by many kids; some are children with disability. Being touched, Pak Musalim finally took some money out from his pocket to build a big house; kind an orphanage which is named “Panti Asuhan Al Amanah”. Now what remains on those kids’ face is none but smiles, and also one on Pak Musalim’s. It’s Easier when You Care (www.deardepok.com

SEE THEIR STORY

SEE THEIR STORY

CONNECTING THE FUTURE THROUGH A PIECE OF ROPE

GIVING SPACESHARING SMILE

VISUAL POSTER

This is a story about a woman who invested all her belongings to build a most luxurious mosque in Depok; Dian Al Mahri Mosque. She is Dian Al Mahri, a woman who runs some oil businesses in the Saudi of Arabia. With all her heart, she got the Taj Mahal concept-mosque done here by component of gold coated.What has made her by all heart took all her means to build such a mosque? According to her, every mankind surely would die and there would be a life after the death. This is her goal; the life after death. There is often held Islamic activities here that is introducing Islam’s concepts in the right way, to develop the character of people live around the mosque.It’s Easier when You Care (www.deardepok.com)

What comes to your mind when you know about a man living on a tree house and fulfill all the family needs by all products from the nature? Rice, meat, milk, vegetables. This is not a story about Tarzan anyway.This is indeed a unique system of this family to survive living, initiated by the big family of Bapak Edy, a local citizen in Meruyung, Depok. He was thinking about a healthy life that is has a mutual support between human’s life and the nature. He was thinking that if there ere 100 houses in an area, then there would be a total of 100 septic tank, 100 family waste, and there is uncertainty that all these things could be processed well. By this concept, Bapak Edy then bought a 5-hectare-land and invited the others 15 householder to live together in an area. In this area, he works on the fields, planting any kind of vegetable, fruits, making poultry farm and some are for fish. He also planted 10 trees in a day. As the time goes, now all these families’ needs are provided by the na-ture so they do not need to buy some at the market. Family waste and the laundry of these 15 householder are centered in one place for the health sake and the efficiency. It’s Easier when You Care (www.deardepok.com)

SEE THEIR STORY

SEE THEIR STORY

GREAT MEANSFOR GREAT GOAL

ECO FAMILY :BACK TO NATURE CONCEPT

VISUAL POSTER

GREAT MEANSFOR GREAT GOAL

“The police officers are now close enough with the people, protecting us, that I think of how they play an important role in keeping us save.” he said.This is a brief saying from a Depok local citizen about how the polices serve them. This motorcyclist who got a SNI helmet for free, admitted of his hap-piness when one of the police officers friendly and smilingly helping him wear the helmet. “I thought there had been a raid so I just went ahead since I had all the docu-ments required for me to ride the motorcycle. In fact, it was the helmets being given to us”. He said he is delighted of the way polices serve them. That makes him have the feeling of being protected. It’s Easier when You Care (www.deardepok.com)

SEE THEIR STORY

HEART SKETCH OFA POLICEMAN

VISUAL POSTER

SAMPLE APPLICATION

IT’S EASIER WHEN YOU CARE

Ira Wahyuningtias, a Depok’s citizen who is studying at the campus of University of Indonesia, Depok, introducing a new perpective of seeing what education is. Education is

for all, that is what she believes. Thinking this way, every time she are going back from the campus, she gathers some neglected children around UI Rail Station and teaches them

English on around the UI Lake. READ MORE ...

BUILDING A NEW WORLD AFTER SCHOOL

subcribe the story

SHARE YOUR STORYIf you have interesting story

about Depok Town andthe respectful’s citizen,

wait for more?Share your story in hereand get the great prize!

enter email address

SEARCH DEARDEPOK

pick a category

HOMETheir Story EventsAbout Depok DepokCare Contact UsOne Heart for Depok

browse buy merchandise become a member

MERCHANDISE

d. PostBoxd. Newsletter e. DepokDiary

DepokDiaryMembercard

DearDepok

f. Membercard

b. Jacketa. T-Shirt c. Hat

IT’S EASIER WHEN YOU CARE

Ira Wahyuningtias, a Depok’s citizen who is studying at the campus of University of Indonesia, Depok, introducing a new perpective of seeing what education is. Education is

for all, that is what she believes. Thinking this way, every time she are going back from the campus, she gathers some neglected children around UI Rail Station and teaches them

English on around the UI Lake. READ MORE ...

BUILDING A NEW WORLD AFTER SCHOOL

subcribe the story

SHARE YOUR STORYIf you have interesting story

about Depok Town andthe respectful’s citizen,

wait for more?Share your story in hereand get the great prize!

enter email address

SEARCH DEARDEPOK

pick a category

HOMETheir Story EventsAbout Depok DepokCare Contact UsOne Heart for Depok

browse buy merchandise become a member

WE

BSI

TE

Short Term :




and Act

Long term :





COMMUNICATION GOAL

Short Term :




and Act

Long term :





COMMUNICATION GOAL

Short Term :




and Act

Long term :





COMMUNICATION GOAL

Design

Branding city of depok