Unilever Indonesia Foundation 10th anniversary media coverage and PR value

10th Anniversary

Unilever Indonesia FoundationMedia Coverage and PR Value

April - December 2010

Prepared by Stratcom for Unilever

Indonesia Foundation

Background

• PT Unilever Indonesia Tbk, which has been operating in Indonesia

for more than 77 years, is committed in creating a better future in the

community.

• Established 10 years ago, Yayasan Unilever Indonesia (Unilever

Indonesia Foundation) operates under the three pillars that focus on

environmental programs, public health education, as well as

promoting small and medium-sized businesses.

• Yayasan Unilever Indonesia also want to invite the community to

pledge to take a small yet inspirational step to make positive

changes in their everyday lives and inspire others to do the same.

Background

• This document presents a nine-month report of Yayasan UnileverIndonesia (YUI) ’ s public and media relations conducted byStratcom Indonesia

• Purpose of Review:

Evaluate all PR activities accomplished

Find out where we are to date

Discover where we are heading

• Media coverage analysis was carried out using qualitative and

quantitative measurement of media clippings from April – December

2010

Communication Objectives

To increase the community’s

awareness that PT Unilever Indonesia has been carrying

out social responsibility

activities in the social, economic

and environmental fields

To invite the community to

pledge to take a small yet

inspirational step to make positive

changes in their everyday lives and inspire others to do

the same

Executive Summary

• YUI has built good media relations with targeted publications including

general, business, parenting, teens, health, and women’s publications. This is

indicated by continuous YUI’s articles appeared in the publications throughout the

period. From April – December 2010 out of 32 media events, Yayasan Unilever

Indonesia has received 366 direct mention articles and 3 unbranded articles.

• YUI has built strong appearance in various publications including

general, business, health, teens, women and parenting publications, as indicated by

the stable number of media coverage with an average of 40 articles per month.

• The frequent publications, including Kompas, Antara, Harian Pelita, HE

Neraca, Seputar Indonesia, and Investor Daily

• These articles worth a commercial value of Rp 16,670,935,000 (USD 1,938,480).

With a media campaign investment of Rp 708,310,687 (USD 82,362) (executive

fee, OOPE, third party cost)This is a 2,254 percent return on investment or more

than 22 times.

• Key message inclusion are outstanding for the overall events with the score of 9.07

SMALL MEDIA AUDIT

In the end of the program period, Stratcom conducted small media

audit to journalists from six media in order to find out their opinion

and perception about YUI. Those media were Media Indonesia,

Republika, Koran Seputar Indonesia, Jurnal Nasional, Pelita, and

Antara. The result from the media audit can be used as point of

improvement in the future.

WHAT THEY SAY ABOUT YUI IN GENERAL

“Lingkup kegiatan YUI

adalah untuk

menginspirasi &

merubah masyarakat

membawa perubahan

yang lebih baik dalam

aspek

lingkungan, sosial, dan

ekonomi.” Evi, Harian

Umum Pelita.

“Sebuah yayasan

yang menangani

kegiatan CSR PT

Unilever.”

Nunik, Jurnal

Nasional.

“YUI memiliki 4 tugas

pokok di bidang

kesehatan, lingkunga

n, pertanian dan

bantuan

kemanusiaan.”

Wisnu, Media

Indonesia.

“Kegiatan YUI

umumnya merupakan

kegiatan yang

berkaitan dengan

tanggung jawab

masyarakat.”

Inggrid, Koran

Seputar Indonesia.

“YUI memberikan

bantuan sosial

mengenai

pengetahuan makanan

sehat dan

bergizi, AIDS, lingkung

an sosial dan anak.”

Desy, Republika

“Saya lebih banyak

mengetahui Unilever

secara korporat

dibandingkan YUI

secara khusus”

Arief, ANTARA

ISSUES RELATED TO YUI

The most popular YUI issues are: plastic waste recycling through Trashion program, black

soy bean farmers empowerment, public health and nutrition, campaign to stop hunger,

Stop AIDS movement, and global warming campaign through Langkah Kecil program.

IMAGE ABOUT YUI

YUI through its social activities has created a very good image in the society. YUI is seen

as a part of PT Unilever Tbk.

YUI PERFORMANCE COMPARED TO CSR FOUNDATIONS OWNED BY CONSUMER GOODS

COMPANIES

The media is aware that the other consumer goods companies have similar CSR activities

with YUI, for example Kimberly Clark, Johnson & Johnson, Coca Cola, Nestle, Frisian Flag,

Danone Aqua, Indofood, Sampoerna and Djarum. However, YUI stands out among the

other companies in terms of CSR activities since it has uniqueness which distinguish it

from what other companies do. The uniqueness comes from YUI four pillar programs.

Key Findings

Key Findings

YUI CONTRIBUTION TO THE SOCIETY

The media think that YUI gives big contribution to the society. However, there is still many

rooms for improvement such as to increase the information and publication, to escalate its

activities coverage to other areas, to keep its sustainability, and to increase the CSR

budget. YUI also needs to reach out to urban people living in slum area and to find out the

best practice to encourage them in participating YUI activities.

YUI INTERACTION WITH THE MEDIA

YUI is opened for any information and let the media ask any questions related to YUI

activities whenever the media forum or press conference being held. The media also often

get additional information from Stratcom.

Activities RecapApril – December 2010

ACTIVITIES RECAP (YUI Overall)

YUI 10th Anniversary Media

Launch and Exhibition on April

7-11, 2010

ACTIVITIES:

• Media conference

• Event management

• Concept development, execution for exhibitions

RESULT

• The media launch attended by 35 media

• The Duta Aids Talk show attended by seven

media

• The Trashion Day Talk show attended by three

media

• Coverage appeared in 35 media

outlets, generating 39 direct mention articles

and 2 unbranded articles

• Commercial value of Rp 1,109,250,000 (USD

128,982)

• Return on Investment 680%

• Qualitative measurement 8.97 (very good)

ACTIVITIES RECAP (Environment Pillar)

Trashion Inacraft on April 25,

2010

ACTIVITIES:

• Development and distribution of photo

release (post-launch)

RESULT


outlets, generating 3 articles

• Commercial value of Rp

53,625,000, (USD 6,235)


• Qualitative measurement 9.00

(outstanding)

ACTIVITIES RECAP (SME and PHE Pillar)

SME and PHE Media Trip to

Yogya and Pacitan on April

27-28, 2010

ACTIVITIES:

• Liaison with Antara Foto for the photo

journalists to be invited

• Two Stratcom staff members assisted the

trip

RESULT

• Attended by 22 journalists from 21

targeted media outlets



• Commercial value of Rp 1,489,865,000

(USD 173,240)

• Return on Investment 2,090 %


(outstanding).


Makassar Green and Clean

on May 2, 2010

ACTIVITIES:

• Photo release dissemination

RESULT

• Coverage appeared in 5 media outlets

and generated 7 articles

• Commercial value of Rp 172,925,000

(USD 20,107)



(outstanding)


Employee Volunteerism Kick

Off on May 17, 2010

ACTIVITIES:


RESULT




(USD 3,488)

• Return on Investment 567 %


(outstanding)

ACTIVITIES RECAP (PHE Pillar)

Media Visit Jakarta Stop

AIDS on May 26, 2010

ACTIVITIES:• Liaise with Yayasan Cinta Anak Bangsa for

program information

• Liaise with Antara for photo competition.

• Accommodated media queries during event

• Two Stratcom staff members assisted the event

RESULT • Attended by eight targeted media

• Coverage appeared in 9 media outlets and

generated 10 articles

• Commercial value of Rp 322,537,500 (USD

37,504)• Return on Investment 6,352%

• Qualitative measurement 9.03 (outstanding)


Humanitarian Aid in Padang

on May 27, 2010

ACTIVITIES:


RESULT




(USD 10,465)



(outstanding)


Media Visit Jakarta Green

School on May 30, 2010

ACTIVITIES:

• Liaise with third party suppliers

(venue, photographer)

• Accommodated media queries during

event

• Four Stratcom staff members assisted

the event

RESULT

• Attended by 11 targeted media, both local

and regional




(USD 61,209)

• Return on Investment 6.924%

• Qualitative measurement 8.65 (very

good)

ACTIVITIES RECAP (PHE and Environment Pillar)

PHE and Environment Media

Trip to Medan on June 7-8,

2010ACTIVITIES:

• Refinement of media kit

• Liaison with Antara Foto

• Assistance during media interview on site




trip

RESULT


targeted media outlets




(USD 207,987)

• Return on Investment 1,943%


good)


Jakarta Green And Clean on

June 27, 2010

ACTIVITIES:



event

RESULT


outlet, generating 1 article


(USD 1,744)



(outstanding)


June Media Relations

ACTIVITIES:

• Story pitch and assisting in media queries

RESULT


outlet, generating 1 article


(USD 22,674)



good)

ACTIVITIES RECAP (SME Pillar)

Pacitan Farmer Field Day on

July 12, 2010

ACTIVITIES:

• Media release and Photo release

dissemination

RESULT




(USD 40,303)



good)


Pengalengan Humanitarian

Aid July 23, 2010

ACTIVITIES:


RESULT




(USD 10,234)



(outstanding)


July Media Relations

ACTIVITIES:


RESULT


outlet, generating 1 articles


(USD 1,744)



(outstanding)


One Million Safe Schools

and Hospitals Campaign on

July 29, 2010

ACTIVITIES:

• Media invitation


• Three stratcom staff members assisted

the press conference

RESULT




(USD 60,499)



(outstanding)


Jakarta Stop AIDS

Ambassador Gathering on

August 6, 2010

ACTIVITIES:



• Three Stratcom staff members assisted

for the even

RESULT


targeted media




(USD 109,174)



(outstanding)


Kaliboja CSR Day on August

9, 2010

ACTIVITIES:

• Media release and Photo release

dissemination

RESULT




(USD 18,523)



(outstanding)


Breaking-the-fast with media

on August 30, 2010

ACTIVITIES:

• Development of media list

• Development of media

invitation, distribution and media follow-

up


• Four Stratcom staff assisted for the event

RESULT

• Stratcom managed to secure 32

journalists from 25 targeted media


September Media Relations

ACTIVITIES:


RESULT




(USD 168,238)


• Qualitative measurement

9.75(outstanding)


Ngawi Harvest Day on

September 22, 2010

ACTIVITIES:


RESULT




(USD 35,919)



(outstanding)


Ganesha Green Fest Media

Trip to Bandung on

September 24, 2010

ACTIVITIES:



• Two Stratcom staff assisted the trip

RESULT


targeted media outlets, both local and

regional




(USD 49,428)


• Qualitative measurement 8.74(very

good)


October Media Relations

ACTIVITIES:


RESULT




(USD 96,442)



(outstanding)


Jawa Timur Stop AIDS on

October 9, 2010

ACTIVITIES:

• Development of media list (local media)

• Development of media kit



RESULT


outlets, generating 2 direct mention

articles and 1 unbranded article


(USD 8,547)



good).


Trashion Design Contest on

October 10, 2010

ACTIVITIES:

• Development of media list (local and

national media)


• Distribution of photo release

• Three Stratcom staff members assisted

the trip to Bandung

RESULT

• Attended by 2 bloggers and 17 journalists

from 17 targeted media outlets, both local

and regional




(USD 159,964)



(outstanding)


World Food Week on

October 14, 2010

ACTIVITIES:


• Development of media kit.





event

RESULT

• Attended by 9 journalists from 9 targeted

media outlets.




(USD 78,347)



(outstanding)


Nganjuk Harvest Day on

October 19-20, 2010

ACTIVITIES:


• Development of media kit.


• Distribution of photo release (post-launch)


event

RESULT


targeted media outlets, both local and

regional




(USD 86,722)



good)


Climate Change Training

November 01, 2010

ACTIVITIES:


RESULT




(USD 5,233)• Return on Investment 400 %


good)


November Media Relations

ACTIVITIES:


RESULT




(USD 248,808)

• Return on Investment 23,675%.


(outstanding)


Bandung Green & Clean on

December 4, 2010

ACTIVITIES:

• Development of media list (local media)

• Development of media

invitation, distribution and media follow-

up




RESULT




(USD 6,977)



good)


Healthy Market and Village

in Yogya on December 1,

2010

ACTIVITIES:


RESULT



• Commercial value of Rp, 152,437,500

(USD 17,725)• Return on Investment 2,441 %


(outstanding).


YUI Anniversary Big Bang

on December 15, 2010

ACTIVITIES:


• Dissemination of VIP invitation




the event

RESULT


targeted media




(USD 44,955)



(outstanding).


Jakarta Green and Clean

Award on December 15,

2010

ACTIVITIES:


• Development of fact sheet



the event

RESULT




(USD 18,747)• Return on Investment 2,587 %


(outstanding)


Unbranded Articles

ACTIVITIES:


• Development of fact sheet



the event

RESULT

• Appeared in 3 media outlets, generating

3 articles

• Two articles discusses about Farhan’s

small inspirational steps, and one article

discusses about the number of people

living with HIV/AIDS in Madiun, East

Java


(USD 11,076)


(improvement needed)

Media Coverage Analysis

• Out of 32 media events, Yayasan Unilever Indonesia has generated 366

direct mention articles from 126 publications

• All articles appeared in positive tone

• PR commercial value reached Rp 16,670,935,000 (USD 1,938,481)

• Return On Investment of 2,254 percent or more than 22 times.

• Total key message inclusion for the overall events is 9.07(out of a score of

10) which means outstanding.

RESULT HIGHLIGHTS

RESULT HIGHLIGHTS

• During April – December 2010, SME Pillar has received 96 direct mention articles

These articles worth a commercial value of Rp 3,463,387,500 (USD 402,719) With a media

campaign investment of Rp 157,658,858 (USD 18,332) (executive fee, OOPE, third party

cost)This is a 2,097 percent return on investment or more than 20 times.

Total key message inclusion is 9.08 (out of a score of 10) which means outstanding

Top activity: Nganjuk Harvest Day received 25 direct mention articles

• During April – December 2010, PHE Pillar has received 96 direct mention articles

These articles worth a commercial value of Rp 5,173,195,000 (USD 601,534) With a

media campaign investment of Rp 137,959,504 (USD 16,042) (executive fee, OOPE, third

party cost) This is a 3,650 percent return on investment or more than 36 times.


Top activity: Hand Washing Day in Medan received 33 direct mention articles

• During April – December 2010, Environment Pillar has received 99 direct mention articles

These articles worth a commercial value of Rp 5,005,190,000 (USD 581,999) With a

media campaign investment of Rp 313,490,025 (executive fee, OOPE, third party cost) This

is a 1,497 percent return on investment or more than 14 times.


Top activity: Ganesha Green Fest in Bandung received 19 direct mention

articles

RESULT HIGHLIGHTS

• During April – December 2010, Humanitarian Aid has received 29 direct mention articles

These articles worth a commercial value of Rp 698,302,500 (USD 81,198) With a media

campaign investment of Rp 16,500,000 (USD 1,919) (executive fee, OOPE, third party cost)

This is a 4,132 percent return on investment or more than 41 times.


Top activity: Safe School Hospital Campaign received 18 direct mention articles

• During April – December 2010, there are 45 Other Articles that discusses the YUI Kick Off

event, Employee volunteerism, Climate Change Training, YUI Big Bang event, and YUI profile

These articles worth a commercial value of Rp 2,330,860,000 (USD 271,030) With a media

campaign investment of Rp 116,701,300 (USD 13,570) (executive fee, OOPE, third party

cost) This is 1,897 percent return on investment or more than 18 times.


Top activity: YUI Kick Off event received 23 direct mention articles

Total Pillar Mention

SME PHE Environment Humanitarian Aid

Others

9.08outstanding

9.13outstanding

9.01outstanding

9.31outstanding

9.12 outstanding

All pillar received outstanding score

SME PHE Environment Humanitarian Aid Others

97articles

96articles

99articles

29articles

45articles

Environment pillar received

the most coverage

Total Pillar Mention


Others

USD 402,719

USD 601,534 USD 581,999

USD 81,198

USD 271,030


Others

2,097%

3,650%

1,497%

4,132%

1,897%

Humanitarian Aid received the highest ROI

PHE pillar received

the highest commercial value

RESULT HIGHLIGHTS ANALYSIS

• PHE pillar received the highest ROI compared with the SME and Environment pillar

because most of PHE events were held in Jakarta. The PHE out of town event

usually held along with other pillars activities therefore the cost can be reduced.

• The PHE pillar coverage on the Jakarta Stop AIDS program also appeared twice in

Kompas therefore boosting the commercial value for Rp 1,479,600,000 (USD

172,047)

• Environment pillar received the lowest ROI compared with the SME and PHE pillar

because it had held two out of town event in Bandung, focused only on the

Environment Pillar therefore the cost can not be shared with other pillars.

• The Environment Pillar received most coverage from the Ganesha Green Fest event

because it was a Bandung local event and a lot of Bandung local media wrote about

the event. The Trashion Design Contest event did not received as much coverage

because the event was overshadowed by the Pasar Seni ITB event

RESULT HIGHLIGHTS ANALYSIS

• SME pillars received many coverage from media visit events to local area because

the journalists could meet the beneficiaries in person and had a lot of angles for their

stories

• Humanitarian Aid received the highest ROI compared with all other pillars because

the coverage was a result of photo release dissemination and Stratcom executives

assisting the event

• Safe School and Hospital Campaign received the most coverage from Humanitarian

Aid because it has a strong news value as a part of the World Disaster Risk

Reduction Campaign held by United Nations International Strategic for Disaster

Reduction (UNISDR) and also the event was attended by ministers

• A lot of story pitch articles appeared at the end period of the writing compilation

because the journalists were waiting to have complete information and wrote a

timeless news

Number Of Direct Mention Articles

PHE and Medan Green and

Clean Media Trip

Trashion Design Contest, World Food

Week celebration, and Nganjuk

Harvest Day

4543

49

28

3432

70

3033

2

April May June July August September October November December January

No media

event, coverage that

appear were from YUI

Big Bang and

Nganjuk Harvest Day

Pillar Mention per Month

PHE Media Trip to Medan

on June 7-8, 2010 Trashion Design

Contest, World Food

Week celebration, and

Nganjuk Harvest Day

April May June July August September October November December January

1112

0

14

11

13

26

9

01

3

8

33

5

11

5

15

8 8

0

10

14 14

4

0

7

27

1112

00

32

5

12

7

0 0 0 0

21

6

0 0 0 0

2 2

13

1

SME

PHE

Environment

Humanitarian Aid

Others

YUI Kick off

on April 7-

11, 2010

One Million Safe Schools

and Hospitals Campaign

on July 29, 2010

Tone of Article

Positive Neutral Negative

366 articles

00

All articles appeared in positive tone

Type of Publications

• Most of the articles appeared in online publication due to many YUI

photo release dissemination which can be accommodated by online

media which has flexibility in time and space compared with print

publications which has those limitations

35 coverage10%

117 coverage32%

203 coverage55%

10 coverage3%

1 coverage0,01%

Magazine

Newspaper

Online

Tabloid

Radio

Photo

73%

27%

Photo Non-photo

82%

18%

Color B&W

• Most of the coverage put photo in the article because YUI usually

disseminate photo release for events that not being covered by the

media

• Most of the photos appeared in online publication therefore they were in

color

STRATCOM Agency ACHIEVEMENT

• Shift of paradigm among journalists

• Balance coverage among all pillars – lead by Environment pillar

• All coverage are generated from YUI driven events

• Most coverage have nationwide impact – appear in nation-wide

publications

Thank You

Unilever Indonesia Foundation 10th anniversary media coverage and PR value

Education

Transcript of Unilever Indonesia Foundation 10th anniversary media coverage and PR value