Brand awareness menjadi salah satu perhatian utama Manajemen dalam segala kegiatan dan kebijakan sejak ditetapkannya visi Bank untuk menjadi The True Regional Champion dari Kalimantan Melalui Produk, Layanan dan Reputasi Setara Bank Nasional. Menciptakan reputasi setara Bank Nasional tentunya harus didukung pula dengan program-program peningkatan brand equity, yang dimulai dengan pemantapan brand awareness BPD Kaltim di masyarakat.
Salah satu upaya dalam menciptakan reputasi yang setara dengan Bank Nasional adalah melalui peluncuran Program Corporate Social Responsibility (CSR) pada tahun 2015. Program ini merupakan menyempurnakan pelaksanaan tanggung jawab sosial yang sebelumnya terpenuhi melalui kegiatan bantuan (dukungan murni tanpa promosi) dan
sponsorship (dukungan dengan tujuan utama promosi) yang disusun berdasarkan panduan ISO 26000.
Kegiatan-kegiatan CSR BPD Kaltimyang diklasiikasikan ke dalam 3 (tiga) bidang utama program berkelanjutan yaitu Edukasi, Pendidikan, Bina Usaha, disamping kegiatan CSR Lainnya. Pelaksanaan program ini juga telah diatur dalam Kebijakan dan Prosedur Pelaksanaan Program
Corporate Social Responsibility BPD Kaltim yang disahkan melalui Surat Keputusan Direksi Bank Pembangunan Daerah Kalimantan Timur Nomor: 008/SK/BPD-PST/I/2015 tentang Kebijakan dan Prosedur Pelaksanaan Program Corporate Social Responsibility (CSR) Bank Pembangunan Daerah Kalimantan Timur tanggal 2 Januari 2015.
brand through the improvement of the frequency and quality promotion;
4. Mapping of segmentation, targets and market potential in supporting the Marketing Information System; 5. Strengthening the integration of human resources
management system for recruitment until retirement.
Brand Management
Brand awareness became one of the main concerns of Management in all activities and policies since the enactment of the Bank’s vision to became The True Regional Champion from Kalimantan Through The Product, Services and Reputation Which Is Equivalent To National Bank. Earned a reputation equivalent to National Bank must be supported by various program to improve brand equity, which began with the consolidation of BPD Kaltim brand awareness in the society.
One of the efforts in creating a reputation equivalent to the National Bank is through the launch of Corporate Social Responsibility (CSR) Program in 2015. This program is the completion of social responsibility implementation that previously fulfilled through assistance (pure without promotion) and sponsorship (support with promotion as main purpose) which is based on ISO 26000 guidelines.
BPD Kaltim CSR activities are classified into three (3) sustainable programs main areas such as Education, Scholarship, Business Development, besides the other CSR activities. The implementation of these programs have also been arranged in the Policies and Procedures Implementation of Corporate Social Responsibility Program of BPD Kaltim, which is ratified by the Decree of Directors of Bank Pembangunan Daerah Kalimantan Timur Number 008/SK/BPD-PST/I/2015 on Policies and Procedures Implementation of Corporate Social Responsibility Program (CSR) of Bank Pembangunan Daerah Kalimantan Timur, dated January 2, 2015.
Konsep Membangun Reputasi Perusahaan yang Diadopsi dari Pemodelan Corporate Identity Westcott Alessandri (2001) | Building Corporate Reputation Concept that Adopted from Corporate Identity Westcott Alessandri Model (2001)
Selama tahun 2015, kegiatan peningkatan brand awareness juga digiatkan melalui penyeragaman materi untuk seluruh media promosi yang dikelola oleh Sekretariat Perusahaan. Agenda penyeragaman materi promosi untuk produk/jasa berdasarkan Surat ke pimpinan unit terkait Nomor: 570/F-3/BPD-PST/ SEKPER/XII/2014 tanggal 16 Desember 2014 Perihal: Penyeragaman dan Penyiapan Materi Promosi BPD Kaltim Tahun 2015, sebagai berikut:
During 2015, activities to increase brand awareness intensified through the material uniformity for entire media campaign that run by the Company Secretariat. Uniformity agenda of the promotion material for the product/services based on the letter to the related unit leader Number: 570/F-3/BPD-PST/SEKPER/XII/2014, dated December 16, 2014, Subject: Unification and the Preparation of BPD Kaltim Promotional Materials in 2015, as following:
Bagaimana masyarakat melihat / mengerti | How the society see/
understand Reputasi Perusahaan Corporate Reputation Citra Perusahaan Corporate Image Identitas Perusahaan Corporate Identity Visi/Misi Perusahaan
Companies Visson and Mission
Presentasi Visual: Visual Presentation: Perilaku Perusahaan: Companies Conduct: Bagaimana masyarakat melihat / mengerti | How the
companies present it self
1 Januari | January Produk Funding | Products Funding
2 Februari | February Produk Kredit UMKM | SME Credit Products
3 Maret | March Program-program/Event Pemasaran Tertentu | Certain Marketing Programs/Event
4 April | April Peluncuran Produk / Jasa Terbaru | Launching of Lattest Products/Services
5 Mei | May Produk Kredit Korporasi | Corporate Credit Products
6 Juni | June Produk Funding | Products Funding
7 Juli | July Jasa dan Layanan perbankan | Banking Services
8 Agustus | August Program-program / Event Pemasaran Tertentu | Certain Marketing Programs/Event
9 September | September Produk Kredit UMKM | SME Credit Products
10 Oktober | October Kegiatan Strategis Korproasi (corporate image) | Corporate strategic Activity (corporate image)
11 November | November Program-program / Event Pemasaran Tertentu | Certain Marketing Programs/Event
Desember | December Produk Funding | Products Funding
Adapun media promosi yang dimiliki atau bekerjasama dengan BPD Kaltim, antara lain:
Surat Kabar Newspaper Kaltim Post Tribun Kaltim Samarinda Pos Koran Kaltim Bando Jalan Street Billboard
Jl. Basuki Rahmat Samarinda Jl. Bhayangkara Samarinda Jl. S. Parman Samarinda JL. Slamet Riyadi Samarinda Billboard
Billboard
Jl. MT. Haryono Balikpapan Jl. Yos Sudarso III Sangatta Jl. Yos Sudarso Jemb. Pinang Sangatta Jl. Propinsi Penajam
Jl. Basuki Rahmat Tana Paser Website www.bankaltim.co.id Media Sosial
Social Media
Facebook (nama akun: Bpd kaltim) | Facebook (account name: Bpd kaltim)
Twitter (nama akun: @bpd_kaltim) | Twitter (account name: @bpd _kaltim)
Youtube (nama akun: BPD Kaltim) | Youtube (account name: BPD Kaltim)
Media Lainnya | Other Media Bankaltimedia
Jenis Media | Media Type Nama Media | Media Name
Media campaign that is owned or cooperate with BPD Kaltim, include:
Selain melakukan promosi melalui media-media tersebut di atas, peningkatan brand awareness juga diimplementasikan melalui merchandise perusahaan dan kegiatan insidental (bukan rutin) melalui media massa lainnya seperti radio dan televisi. Total biaya promosi, diluar CSR dan bantuan/sumbangan, selama tahun 2015 adalah sebesar Rp 10.324.314.801,- atau terealisasi 12.39% dari Rencana Bisnis Tahun 2015. Sementara untuk kegiatan bantuan dan sumbangan selama tahun 2015 mencapai Rp 497.918.052,- .
Pelaksanaan Corporate Social
Responsibility
Pelaksanaan Corporate Social Responsibility (CSR)
perusahaan ditetapkan dalam beberapa peraturan antara lain Undang-Undang No.40 Tahun 2007 tentang perseroan terbatas (UUPT) serta Peraturan Pemerintah No.47 Tahun 2012 tentang Tanggung Jawab Sosial dan Lingkungan Perseoran Terbatas (PP 47/2012). Selain itu bagi perusahaan di bawah Kementerian Badan Usaha Milik Negara, pelaksanaan CSR diatur lebih khusus dalam bentuk Program Kemitraan dan Bina Lingkungan (PKBL).
CSR tidak semata menjadi tanggung jawab sosial perusahaan namun juga sangat erat kaitannya
Beside promotion through the media mentioned above, efforts to increase brand awareness also implemented through company merchandise and incidental activity (not routine) through mass media such as radio and television. Total cost of the promotion, beyond CSR and assistance/donations cost, during 2015 was Rp 10,324,314,801,- or had realize 12.39% of 2015 Business Plan. Meanwhile, for the aid and assistance during 2015 reached IDR 497,918,052,- .