Portfolio CR - Digital Marketing Activations [Rekosistem]

Portfolio

by Cherryli Roselle

Rekosistem: Waste Management Service

selected works of digital marketing activation.

2022

Cherryli Roselle cherryliroselle@gmail.com

+62 813 1748 2774 e x p e r i e n c e

Marketing Communication & Creative Lead

Mitra Kiara Indonesia (SIG Group), Jakarta

Jul 2022 - Present

Planning also develop content marketing and digital marketing strategy also growth optimization of digital marketing channel.

Community and Digital Growth Manager

Stellar Women, Jakarta

Business Administration graduate and Marketeer with 4 years experience in end-to-end marketing strategy, marketing product, and brand through Marketing Channels. Have an interests in Sustainability and Zero-Waste Issues.

Jan 2022 - Jul 2022

Planning also develop content marketing and digital marketing strategy also growth optimization of digital marketing channel.

Marketing and Social Media Manager

Rekosistem, Jakarta

Mar 2020 - Jan 2022

Develop and execute the right go-to-market strategy by create, maintain and implement digital marketing and editorial calendars.

Policy Analyst at Deputy of Infrasturcture

Indonesia Creative Economy Agency (Bekraf), Jakarta

Oct 2016 - Mar 2020

Project Management and Analyst for Deputy of Infrastructure Programs: Craft Workshop and Education Training Sustainable Crafting at Toba, Berau, Kutai Kartanegara, Manado, Ternate.

Intern Staff at Sesparlu (Senior Diplomatic Course)

Ministry of Foreign Affairs RI, Jakarta

Jul - Oct 2016

Design, Copywriting, Video Editing, Managing Social Media (Twitter and Youtube), and Project Assistant.

Intern Staff at Media Relations & PR Team

BBDO - Proximity Indonesia, Jakarta

May - Jul 2016

Skills

Visual Design

Design Product

Analytic Thinking

Design Thinking

Copywriting

Digital Marketing

Social Media Strategy

Project Management

Tools & Technologies

Microsoft Office Programs, Adobe Design Programs, Final Cut Pro X, Figma, Miro, Send in Blue, Mailchimp, Databox, Trello, Notion, Social Media Platforms, and Google Data Studio.

Certification

Revou: Full-Stack Digital Marketing

credentials

Media Coverage, Marketing Analysis and Data Report for client of FMCG Business.

Portfolio

E D U C A T I O N

issuu.com/cherryliroselle

Bachelor of Business Administration

Parahyangan Catholic University, Bandung

2011 - 2016 (Leadership Scholarship 1 Year)

cherryliroselle.medium.com

Social Media

linkedin.com/in/cherryliroselle

instagram.com/cherryliroselle

“

Passionate to brainstorming and executing creative ideas, making an end-to-end marketing strategy and brand marketing, your content creator for engaging social media activity and digital marketing, and building customer experience for digital product and operations.

Portfolio I: Rekosistem

Social Media Strategy

Photo by Cherryli Roselle

01

Rekosistem: Social Media Overview Instagram Linkedin, Twitter, TikTok, Facebook

02

Rekosistem: Social Media Strategy Finding Target User Making Powerful Branding Editorial Planning Social Media Organic Campaign Key Opinion Leader (KOL) Collaborations / Partnerships

9:4 1

22.233 (November 2021)

9:4 1

01

Rekosistem Social Media

Instagram Rekosistem

OVERVIEW

With all the flaws of selling products either services of Rekosistem and there are none capacity, limited member neither budget of making a Landing Page, we chose to growing community and more followers (acquiring and retention) by using Instagram (in specific with interests of zero-waste and sustainability theme).

OBJECTIVES

Acquiring and retaining customers by boosting the followers of @rekosistem instagram. Also, making followers of Rekosistem to signing the Rekosistem product or service.

Handled instagram @rekosistem starts 377 followers (Apr 2020) and organically gaining followers: 22K (Nov 2021). Main Goals 10K followers increase every year.

Linkedin, Twitter, TikTok, Facebook Rekosistem OVERVIEW

To introduce more about company and to its achievement, we realized that we have to making bigger audience in every social media platforms. And we indeed boosting our content strategy to each social media: Linkedin, Twitter, TikTok, also Facebook. We also need to gaining more customers specially B2B to making the waste management ecosystem wider.

Rekosistem Social Media Platforms instagram.com/rekosistem linkedin.com/company/rekosistem facebook.com/rekosistem.id

tiktok.com/@rekosistem twitter.com/rekosistem

Company

Company

Company

OBJECTIVES Acquiring, retaining, building trust to customers and partnerships (B2B) by expanding also building wider audience into different social media platform. In addition, making content strategy to be posted because every social media audience have different interest with the algorithm that always change.

Gaining each social media platforms followers by organic with the consistency contents relates to sustainability and zero-waste management.

1.067 followers

77

48

followers

followers

9:41

227 followers

02

Strategy Social Media

Finding Target Audience Before sets the target audience, we conducted research with personal interviews from several customers and data from social media channels. Our audience: Age

25 - 34 y.o

Interests

1.

2.

3.

4.

Sustainability Living

Zero-Waste Management

Plastic Issues

5R (Refuse - Reduce - Reuse - Recycle - Rot)

Making Powerful Branding After finding target audience, early 2021, we build branding identity to be applicated through Rekosistem Social Media, Rekosistem Apps, and Marketing Branding.

Branding Colors

Public Figure

Typography

Mascot (coming soon)

Editorial Planning Social media content calendar lists the dates and times at which will be published any types of content on each channel. We are doing 80-20 rule (80% inform, educate, or entertain audience and 20% directly promote brand and programs). Set up content types that are both suited to the network and the purpose.

Instagram Linkedin

3 - 7 posts / week 3 - 4 posts / week

Twitter Facebook

3 - 7 posts / week 3 - 5 posts / week

Consistency post and branding showing that a brand is consistent in serving its customers.

Content Pillar +

(Copywriting + Graphic Design) Educational

News Update about Eco Living, Sustainability Tips, DIY Contents, etc.

Community

Success Story Rekosistem Programs, Testimonial from customers, etc.

Engagement

Relatable content about sustainability living for househols, etc.

Entertainment

A

Promotional

iveaway, Quiz, Games, Activating IG Story Features: sk a Question, etc.

G

Free Waste Pickup for Household, Discount Promo for Rekosistem Product, Seasonal Promo, etc.

*Samples social media channel: Instagram for Rekosistem

9:41

Educational Content To attract and inspire an audience, educational content is a must to post. Usually, we involve the audience by creating content from everyday life references, living a minimal waste starting at home, with the promotional copy at the final slide (CTA).

Usually content with this theme is very well received by the audience because they feels the content is very relevant in their day to day activity.

Community Content For this content, it has an objective so that the audience will inspired to start manage their organic waste at home by buying products by Rekosistem (Rekompos). Content with this theme is a success story told by selected Rekosistem customers (we doing reasearch and scouting their social media first).

Engagement Content The engagement content is an interesting theme so that audience could get an idea of s​ omething that didn't seem too impactful, but in reality is an unresolved problem. On this content we created an open question so that the audience will be ‘making conversations’ in the comments column. Usually admins reply to comments for each answer so that the content is more engaging.

This or That Challenge - Instagram Story Feature

Entertainment Content Entertainment content usually we posted includes: Games, Quiz, Giveaway with the objectives audience to subsribe our programs, checked out our product, and to retrieve data for our reference to make next content or perhaps to develop our products or maybe new products or for the next marketing strategy.

Promotional Content During the pandemic, Rekosistem released a product where people could start managing waste even if only at home. We post this promotional content in the form of a video so that the audience can see the approximate shape, size and how to use the product.

At our first launch, we made a huge sales because we posted at the right timeline (during PSBB which everyone seek a new hobby while Work From Home).

Social Media Organic Comparing year 2020, organically Rekosistem audiences posting their activity to waste management into social media and tagged @rekosistem.

We also making a stickers/gif as an brand identity of Rekosistem programs (for Instagram only).

Campaign In a year at least every month there is a celebration related to the zero waste challenge theme. In order to participate in celebrating it, Rekosistem invites the audience to participate by providing reference content to start living a minimal waste life in everyday life.

We connects the content to instagram and also TikTok.

Collaborations / Partnerships With the intention of spreading a collaborative program between Rekosistem with brand, we mix program content with education so that the audience have a motivation to slides the content and find out more about the program (in order not too hard selling content).

Key Opinion Leader (KOL) Also known as an “influencer”, KOL are a spokesperson, a brand ambassador, or a thought leader. To connects and relate to their audience, we are team up with Chiki Fawzi to share her activity in waste management by drop their inorganic waste into Rekosistem Drop Point at BULKSOURCE.

Profile

Name

:

Marsha Chikita Fawzi

Birth Date

:

January 28th 1989

Profession

:

Activist, Actress, Singer

Interests

:

Sustainability Activity

Social Media Ads Using minimum budget, we made a huge reach and selling product. Furthermore, we posted content relate to the product to making more buyer and building community. This product is sold around 3 - 4 per day on Rekosistem Online Store (Market Place).

9:41

Digital Marketing Portfolio I: Rekosistem

01

Rekosistem: Digital Marketing Activity

Program Repickup Rekosistem

02

Rekosistem: Marketing Collaborations

Collabs with Local Brand: dr soap

03

Rekosistem: Marketing Collaborations

Collabs with Local Brand: Hairess Home

04

Rekosistem: Gamification Campaign

Rekosistem Apps

Photo by Cherryli Roselle

01

Rekosistem Digital Marketing Activity Waste Management & Pickup

Program: Repickup Rumah

OVERVIEW Repickup Rumah is Rekosistem’s service that offers waste pick-up and responsible waste mangement for households. The waste will be managed by ecofriendly process to minimize waste ends up to landfills.

OBJECTIVES Acquiring customers to sign up the programs with minimum budget by make a publications through organic marketing channels: social media.

Increases sales with target 20 customers signing up per month.

rekosistem Sponsored

Strategy Marketing

We are making end-to-end marketing for customer journey: acquiring new customers for signing up Repickup Rumah Program.

Online Formulir First thing first! Every new customers that signing up the Repickup Rumah Program, an automation e-mail will be sent after they filled the basic informations about them. Also, the online formulir will be useful for Rekosistem Operational Team to plotting address (waste pick-up service) of customers.

Digital Promotions Every month, we scheduled to boost content about Repickup Rumah Program at our social media. We try to make the content ‘not-so-hard-selling-content’ so the audience will get notice and not get bored every we posted the content about Repickup Rumah Program.

Social Media Ads We realized that when we boost the content into our social media platforms, not everyone in exact location of services will be read the content. So we try to boost the special content by using social media advertisement from Facebook Ads. We make a minimal budget atleast twice a month to activating social media ads.

We build the audience in exact location also their interest: sustainability, zero waste management, plastic issues, segregating waste, etc.

Drip Campaign

We are also sending the explainations of Repickup Rumah Program to our Customers email by using Drip Campaign Strategy. The intentions are to our businesses customers will get notice to and they may interest to join our Repickup Rumah Program or maybe approach us to make a potential partnerships.

Customer Relationship Management

We are preparing Customer Care at least 12 hours a day (Monday to Saturday) for every potential or existing customers (retentions) to asking anything about our programs or other programs by using WhatsApp Business Account.

Atleast once a month we broadcasting Repickup Rumah Program to acquiring customers.

Evaluations There are so many we got to do to boost salesment by using marketing strategy. The most thing we should do is make a proper Landing Page using our official website so the informations will be comprehensive for the audience that want to read and of course to make properly customer journey.

But since we still building ‘the new face’ of our website and (for now) we don’t have a proper budget to maximize the function of our website, so we decide to maximize the marketing strategy as it is.

02

Rekosistem Marketing Collaborations Marketing Activity

Collaborations with Local Brand: dr soap

OVERVIEW We are team up with dr soap to making awareness to our audience about plastic issues through the program: Return & Earn. We are making marketing strategy together, build customer journey, and apply to our each target audience to send their dr soap empties.

OBJECTIVES

Making customer journey and end-to-end marketing: (1) Making a digital promotions and post it into marketing channels (2) Where customers can drop their empties and responsible to their waste (3) Customers get the rewards.

Making sales tp customers to buying dr soap product and people to drop their empties to be managed by Rekosistem. Especially customers that live in Jakarta and Surabaya that have an interest into sustainability living.

CAMPAIGN

#drsoapReturnBottles #drsoapReturnBottles is a social movement with a purpose to raise people’s awareness about concerning health access, hygiene education, and environmental conversation.

Every dr soap empties dropped into this dropbox will be managed by Rekosistem and processing to recycle.

#return&earn #drsoapreturnbottles #drsoaphealsearth

we are

Team Up with dr soap

Collaborations

Customer Journey

Dropbox Installation

Waste Journal / Scan Using Phone

Marketing

Strategy We are making end-to-end marketing for customer to drop their dr soap empties to the dropbox that installed by dr soap Team at Jakarta and Surabaya

to make marketing and

Customer Experience

Email Direct Marketing

Rewards

Digital Promotions

KOL Activity

Collaborations We agree to collaborations with dr soap and for more over a month we are building a customer journey from: start buying new product to get rewards afterwards. We are also dividing our task to boost awareness for our each marketing channels: our social media.

Dropbox Installations

by dr soap

Waste Journal

by Rekosistem

Email Direct Marketing

by Rekosistem

Recycling Process

by Rekosistem

Rewards

by dr soap

Digital Promotions

by Rekosistem & dr soap

KOL Activation

by dr soap

Customer Experience Together with dr soap we building customer journey for every customer that want to make a contributions to manage their plastic waste and living sustainability by drop their empties to dropbox that installed by dr soap.

Buy New Product Customers buy dr soap products for their daily life.

Run Out of Product Customers need the urge to buying new product and realized there are rewards if they sent empties by this program.

Drop Their Empties Customers drop their empties to the dropbox and Rekosistem will be manage the inorganic waste to recycler.

Get Rewards Customers get discount voucher after drop dr soap empties and scan the QR Code at dropbox.

Run Out of Product

Buy New Product

Get Rewards

Drop Empties to Dropbox ount

disc

5%

ount

disc

5%

Process Recycle

by Rekosistem

Dropbox Installation The dropbox is provided at several locations where the dr soap product is sold. There are 4 (four) dropbox that installed by dr soap.

Locations: 2 (two) at Jakarta, Jakarta Raya and 2 (two) at Surabaya, Jawa Timur.

Waste Journal Waste Journal Posters is where customers could see the journey of waste that been managed by Rekosistem by scan through the QR Code. There will be a digital dashboard how many dr soap empties are on recycle processing. The waste journal is been placed where the dr soap dropbox is provided.

Email Direct Marketing Rekosistem Marketing Team build an automation email after customers filled out the infortmation data by scanned QR Code at dr soap dropbox. After finished, voucher code will be sent through customers email.

Rewards The rewards is discount voucher where customers could use it by purchasing at dr soap website. Total discount is 5% and there are no minimal or maximal when customers purchasing dr soap products at the website.

Digital Promotions To make customers aware of this programs and want to contributing to save the earth, we are doing campaign and post it through our each social media channels. At least twice a month Rekosistem boosting the program to Instagram and we are placing the program to our Highlight Story Instagram.

KOL Activity We are using hashtag for every customers that want to get-to-know about the the program: #drsoapreturnbottles. Team of dr soap make a boost to this program by activating Key Opinion Leaders (KOL), so their audience will engage and want to participating this program.

hashtag

#drsoap

ReturnBottles

03

Rekosistem Marketing Collaborations Marketing Activity

Collaborations with Local Brand: Hairess Home

OVERVIEW Rekosistem collaborated with Hairess Home, local product based on Bali to make awareness about customers contributions to save the earth. Hairess Home give a rewards voucher discount and Rekosistem give an extra rewards every customers send their inorganic waste IDR 1,000 at Waste Station MRT Blok M.

OBJECTIVES Rekosistem team up with Hairess Home to making awareness to customers to be responsible to their waste by giving a rewards after they send their inorganic waste (that Rekosistem accepted). The rewards only activated on Drop Point: Waste Station MRT Blok M only.

Digital Promotions Rekosistem and Hairess Home boost the content on each our social media channels. More or less 2 (two) posts in a month on Instagram Feed and Instagram Story. People get excited to drop their inorganic waste because the rewards that will be given is higher than usual.

In App Banner Besides promoting on our social media channel Instagram, we are also making promotions by placing at Rekosistem App (In App Banner). So every customers will be more aware about the programs and get the rewards.

Offline Banner And of course we are also installed the offline promotions (Banner) at Waste Station MRT Blok M to make customers more aware about the program.

04

Gamification

Campaign

The ideas is how boost customers to manage their waste responsibly easier and get something valuable (giving incentives: rewards). Rekosistem App is launched at Google Play and App Store on February 2021.

Customer Experience (CX)

from Rekosistem App to Recycling Process

PARTNER Drop Point

App User

Inorganic Waste

Rekosistem Drop Point

Waste Managed by Rekosistem

App User Customers can easily download Rekosistem App and start managing their waste responsibly at home.

Inorganic Waste Waste that could be drop is inorganic waste. Where the waste is valuable. Rekosistem educating the customers to start segregating their waste (inorganic, organic, residue) at home.

Rekosistem Drop Point Drop Point is available for customers that want to drop their clean inorganic waste at Jakarta, Tangerang, and Surabaya. Rewards will be given to customers IDR 800 per kilograms.

Waste Managed by Rekosistem Rekosistem will be sort out the inorganic waste again and make it more specific classifications so the inorganic waste will be more valuable and not be wasted to landfills.

Recycling Partner Rekosistem trusted partners or offtakers will be processing to recycling the inorganic waste into new products.

Recycling Partner

Social Media Organic Customers are excited and start to managed their waste at home to send it to Rekosistem Drop Points. They are organically posted into their social media platforms when they got the total waste report and when they got rewards after drop their inorganic waste.

They are posting the report and also when got rewards through their Instagram Feed, Instagram Story, LinkedIn, Twitter, TikTok, etc.

By this gamification campaign / marketing strategy, we are making more followers, reach, awareness, and engagement mostly by word of mouth (by organic).

Thank You and let’s get connected!

Warmest Regards,

Cherryli Roselle. linkedin.com/in/cherryliroselle instagram.com/cherryliroselle cherryliroselle.medium.com issuu.com/cherryliroselle