Pusat Investasi Pemerintah, known as PIP, is part of the Ministry of Finance of the Republic of Indonesia, which is responsible to manage the financing of Indonesia’s Ultra Microbusiness (UMi) and ensuring that those Small Medium Enterprises (SME) are able to run the business in Indonesia market. In running the UMi program, PIP has several communication objectives that should be accomplished in 2020. One of the objectives is to increase the awareness of PIP and its product, UMi, to be recognized by their target audiences in Indonesia. Another objective is to inform that PIP is part of the Ministry of Finance of the Republic of Indonesia and to increase the awareness of PIP among the target audiences.

Alight, as an Integrated Strategic Communications, supports PIP to achieve the above objectives by referring to strategic thinking as a foundation and guidance for all activities that have been conducted. The activity has started by conducting the positioning research to get qualified information about PIP and UMi’s positioning in the Indonesian market. It is continued by developing the strategic communication to be used as communication guidance for PIP in implementing the communication activities based on the updated research. Alight implements creative strategy in every activity, which includes animation and 2D design. Media relations is another important activity that has been applied to socialize the program through conventional and online media. This activity also includes media monitoring and analysis. The other program is the digital strategy and analysis, which includes conducting promotion campaigns digitally and Key Opinion Leader (KOL) engagement.

After implementing the above activities, there number of media that publish the news about Pusat Investasi Pemerintah has increased by 658% and the increase of positive publications is by 382%. Most national media are interested to cover the activities organized by PIP. The awareness of PIP increases in the target audiences. In terms of social media, the followers of Instagram Pusat Investasi Pemerintah have increased by 98.75% and the posting number has increased by 911%. The number of posts on Instagram feeds and Instagram stories were successfully viewed by 18,466 times by PIP Instagram followers and reaches 15,807 users in the six months period. Therefore, the awareness of Pusat Investasi Pemerintah has increased to the target audience in the digital platform.

Pusat Investasi Pemerintah UMi Goes Online