PROJECT BRIEF

Prepared by:! Irfandy Hamzah!

National Geographic society (Since January 27th 1888)

adalah Organisasi Non Pemerintah di bidang keilmuan dan pendidikan yang berpusat di

Washington, D.C, Amerika Serikat.

Misi : Untuk meningkatkan dan menyebarkan pengetahuan geografis. Mempromosikan pelestarian budaya dunia,

sejarah, dan sumber daya alam.

NATIONAL GEOGRAPHIC MAGAZINE

• NGS mission statement: ”To Know The World Better Is To Change It”

• NGS is the most respected geographic society that is 125 years.

• Under the management of one of the the biggest media in Indonesia

(Kompas-Gramedia Group)

•  Terbit pertama kali pada bulan April 2005,

•  Hadir sebagai Jendela Dunia dimana pembaca bisa mendapatkan informasi seputar pengetahuan geografis, alam, budaya, sejarah, teknologi dan sebagainya dari belahan dunia manapun.

•  Diterbitkan setiap bulan oleh Gramedia Majalah dibawah kelompok Kompas Gramedia

•  National Geographic Traveler Indonesia adalah satu-satunya media cetak yang menggabungkan warisan, pengetahuan, dan pengalaman yang begitu kuat dari National Geographic Society dengan pengetahuan yang dalam mengenai dunia baru bagi pejalan/pelancong masa kini (abad 21).

•  K in i ma ja lah in i menyak in i bahwa meningkatkan autentisitas “perasaan atas tempat” menguntungkan bagi pejalan/pelancong dan lokasi yang dijelajahinya

•  National Geographic Traveler Indonesia menyajikan destinasi yang kaya akan karakter dan keistimewaan, seraya terus berupaya mendorong agar seluruh pihak menjaga destinasi itu sebagaimana mestinya. onal

“Nobody Knows This World Better.”!

•  Mengambil prinsip ekowisata: pariwisata harus mengedepankan pelestarian alam. Lalu, meluas kepada budaya, sejarah, tak terkecuali dari aset khas dari tempat tersebut.

GEOWISATA

DEMOGRAFI SOCIAL MEDIA

WEBSITE

MEMBERS

Wilayah Distribusi: Jabodetabek, Pulau Jawa dan Sumatera

Oplah: 40.000 eksemplar Kelas Pembaca: Usia 20-40 tahun, SES A, Laki-laki

11,147 Forum Members

62,500 Forum Members

153,185 likes

4,879 likes

6,014 likes

125,004 followers

16,873 followers

22,481 followers

298,219 followers

Jan 2013

CAMPAIGN BACKGROUND!

•  We would like to consider that the integrated marketing communication strategy in 2015 will be more into maintaining the fans or community of National Geographic Indonesia with creative campaign from our special and challenging competition as a part of community engagement program in order to increase brand equity via our social media platforms (e.g. Twitter, Facebook, YouTube, Google+, etc).!

!!

•  To create and maintain community engagement program!•  To generate website traffic!•  To gain social media followers!•  To increase magazine copy sales!•  To create revenue from program sponsorship!

CAMPAIGN OBJECTIVES!

FEATURE VIDEO, STORYTELLING,

AND PHOTO CONTEST !

•  This campaign will boost the brand equity, magazine sales, and improve the AICDA process (Attention, Interest, Credibility, Desire, Action) to our potential audiences with the key message distribution towards National Geographic Social Media and Digital platform (e.g. Twitter, Facebook, YouTube, Google+, NG official website, and Fotokita.co.id official website).!!•  Themes for the competition will be Science & Technology, Social, Cultural,

Archeology, Historical, Nature, Environment, Health, Space, Geopolitics, and Travel.!!!!

STORYTELLING CONTEST !

!•  The candidates should sign up on National Geographic Indonesia website / microsite to

upload the story.!•  The candidates could share their experience story that related to the required themes.!•  Each person should interact and follow National Geographic’s social media platforms as a

golden rule for this competition.!•  Each person should apply for one story only.!•  3 winners per month and will be featured on National Geographic’s January edition.!

!!!

PHOTO CONTEST !

!•  The candidates should sign up on National Geographic Indonesia website / microsite to

upload the photos (maximum 3 photos)!•  The candidates could share the photos that related to the required themes.!•  Each person should interact and follow National Geographic’s social media platforms as a

golden rule for this competition.!•  5 winners will be featured on National Geographic’s January edition.!

!!!

FEATURE VIDEO CONTEST!

!•  The candidates (group) should sign up on National Geographic Indonesia website / microsite.!•  The candidates will share the ideas or concept of documentary film that will be our official

feature video on National Geographic Indonesia website!•  Each group consists of director, scriptwriter, and D.O.P!•  Each group should interact and follow National Geographic’s social media platforms as a golden

rule for this competition.!•  Each group should apply for one concept only!•  The best groups will be filmed and featured on National Geographic Indonesia’s website and

special article!

!!!

Audience!Opt-in

Data via Website!

NG’s Social Media

Platform!

BRAND EQUITY!

Utilize the Participants!

•  Word of mouth!•  Hash tags!•  Euphoria!

HOW IT WORKS!

!

PR PLANNING!

TIMELINE PROJECT PLANNING!

Dec$Oct$Sep$Aug$July$June$April$March$Feb$Jan$ May$ Nov$

2$Months$$

SEPTEMBER$–$DECEMBER$2014$1.  Brainstorming$(w1$–$w2)$2.  Set$the$compeKKon$(w3$–w4)$3.  Sponsorship$development$(w5$–$w10)$4.  Word$of$mouth$process$in$NG’s$forums$and$social$media$(w11$–$w12)$5.  Start$campaign$and$compeKKon$$with$storytelling$(w13S16)$

Dec$Oct$Sep$Aug$July$June$April$March$Feb$Jan$ May$ Nov$

4$Months$$

JANUARY'–'APRIL'2015''1.  Start$the$photo$contest$via$Facebook$(w17$–$w$21)$2.  Announcing$the$feature$video$contest$and$judge$the$concept$

from$$the$candidates$via$NG’s$social$media$plaXorm$and$start$the$campaign$(w22$–$w$32)$

$

TIMELINE PROJECT PLANNING!

THANK YOU!