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PESEB

M

Diaju

D

PEN

RANCANBAGAI BMELALUI

ukan sebagaguna m

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DIPLOMAFAKUL

UNI

NGANTAR K

NGAN PROBRAND IM

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A IZZATI A

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AIN KOMSTRA DA

AS SEBELRAKART

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UGAS AKH

KERUPUKBUPATEN

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nempuh ujiaadya Diplomikasi Visual

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AL WAFI

MUNIKASIAN SENI RLAS MARTA

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KENDAL”

an Tugas Akma III l

I VISUALRUPA

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khir

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PERSETUJUAN

Konsep Karya Tugas Akhir Dengan Judul

PERANCANGAN PROMOSI KERUPUK KENDAL SEBAGAI BRAND IMAGE KABUPATEN KENDAL

MELALUI “FESTIVAL KERUPUK KENDAL”

Disetujui untuk dipertahankan dihadapan Dewan Penguji

Pembimbing Tugas Akhir I

Hermansyah Muttaqin, S.sn, M.sn

Pembimbing Tugas Akhir II

I. Gusti Ngurah Tri M, S.Sn, M.Sn NIP. 197111152006041001 NIP.

Mengetahui

Koordinator Tugas Akhir

Drs. Ahmad Adib M. Hum, Ph.D. NIP. 196207081992031001


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PENGESAHAN

Pengantar Karya Tugas Akhir

Telah diterima dan disetujui oleh Panitia Tugas Akhir

Pada tanggal, 20 Januari 2015

Panitia Penguji

Ketua Sidang Tugas Akhir Yayan Suherlan S.Sn, M.Sn (…………………….) NIP. 196707172003121001 Sekretaris Sidang Tugas Akhir Sayid Mataram S.sn, M.sn (…………………….) NIP. Pembimbing Tugas Akhir I Hermansyah Muttaqin, S.sn, M.sn (…………………….) NIP. 197111152006041001 Pembimbing Tugas Akhir II I. Gusti Ngurah Tri M, S.Sn, M.Sn (…………………….) NIP.

Mengetahui Ketua Program Dekan Fakultas Saatra dan Seni Rupa D3 Desain Komunikasi Visual FSSR

Drs. Riyadi Santosa, M.Ed., Ph.D Drs. Ahmad Adib, M. Hum, Ph.D NIP. 196003281986011001 NIP. 196207081992031001


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MOTTO

“ Fainnamaal usri yusro, Inna maal usri yusro”

Karena sesungguhnya sesudah kesulitan itu ada kemudahan

sesungguhnya sesudah kesulitan itu ada kemudahan

( QS. Al Insyirah : 5-6 )

Sejarah selalu terukir dari kebijaksanaan orang tua dan semangat pemuda. Buatlah

jalan menuju zaman baru, pemuda generasi selanjutnya!

( Donten Ni Warau )

“ No matter the hardship we face, we are togehter with everyone

Stay positive, keep your smile ”

( Hey! Say! Jump! )


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PERSEMBAHAN

Tugas Akhir ini penulis persembahkan bagi

Kedua orang tua yang senantiasa memberikan dukungan dan doanya


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KATA PENGANTAR

Puji syukur penulis panjatkan kehadirat Allah SWT atas segala limpahan

berkah, karunia dan rahmat-Nya yang telah diberikan kepada penulis, sehingga

penulis dapat menyelesaikan Tugas Akhir yang berjudul PERANCANGAN

PROMOSI KERUPUK KENDAL SEBAGAI BRAND IMAGE

KABUPATEN KENDAL MELALUI “FESTIVAL KERUPUK KENDAL”.

Adapun Tugas Akhir ini disusun guna mencapai gelar Ahli Madya

Diploma III program studi D III Desain Komunikasi Visual Fakultas Sastra dan

Seni Rupa Universitas Sebelas Maret Surakarta.

Di dalam penulisan Tugas Akhir ini banyak sekali pihak yang memberikan

dorongan, support serta bantuan kedapa penulis. Maka dengan ini penulis ingin

mengucapkan terimakasih kepada:

1. Drs. Riyadi Santosa, M.Ed., Ph.D. Selaku Dekan Fakultas Sastra dan Seni

Rupa Universitas Sebelas Maret Surakarta.

2. Drs. Ahmad Adib, M.Hum, Ph.D selaku Ketua Program Studi D3 Desain

Komunikasi Visual Fakultas Sastra dan Seni Rupa Universitas Sebelas Maret

Surakarta.

3. Hermansyah Muttaqin, S.sn, M.sn selaku pembimbing Tugas Akhir I.

4. I Gusti Ngurah Tri Marutama, S.sn, M.sn selaku pembimbing Tugas Akhir II.

5. Segenap bapak dan ibu dosen jurusan D3 Desain Komunikasi Visual Fakultas

Sastra dan Seni Rupa Universitas Sebelas Maret Surakarta yang telah


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memberikan pengetahuan serta pengalamannya kepada penulis selama belajar

di kampus sehingga dapat menjadi bekal untuk menghadapi dunia kerja kelak.

6. Bapak Laksono dan Bapak Joko selaku petugas Tata Usaha yang telah turut

memberikan bantuan.

7. Dinas Kebudayaan dan Pariwisata serta Dinas Koperasi dan Usaha Mikro,

Kecil dan Menengah Kabupaten Kendal yang telah memberikan izin dan

kesempatan kepada penulis untuk melakukan pendataan yang berkaitan

dengan Tugas Akhir yang diangkat.

Namun tidak lepas dari semua itu, penulis menyadari sepenuhnya bahwa

dalam penyusunan laporan ini masih jauh dari sempurna. Ada kekurangan baik

dari segi penyusun bahasanya maupun segi lainnya. Hal ini deikarenakan

keterbatasan pengetahuan kemampuan dan pengalaman yang penulis miliki. Oleh

karena itu dengan lapang dada dan tangan terbuka kami membuka selebar-

lebarnya bagi pembaca yang ingin memberikan saran dan kritik yang membangun.

Akhirnya penyusun mengharapkan semoga dari Tugas Akhir ini dapat

memberikan manfaatnya sehingga dapat memberikan inpirasi terhadap pembaca.

Surakarta, 20 Januari 2015

Penulis


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DAFTAR ISI

HALAMAN JUDUL ......................................................................................... i

HALAMAN PENGESAHAN ........................................................................... ii

MOTTO ............................................................................................................. iii

PERSEMBAHAN .............................................................................................. iv

KATA PENGANTAR ....................................................................................... v

DAFTAR ISI ...................................................................................................... viii

BAB I PENDAHULUAN .................................................................................. 1

A. Latar belakang ......................................................................................... 1

B. Rumusan Masalah ................................................................................... 3

C. Tujuan ..................................................................................................... 3

BAB II IDENTIFIKASI DAN ANALISIS DATA ......................................... 4

A. Identifikasi Data Objek ........................................................................... 4

1. Kabupaten Kendal ............................................................................ 4

a. Sejarah ........................................................................................ 4

b. Visi dan Misi Kabupaten Kendal ................................................ 7

c. Geografis .................................................................................... 12

d. Sosial Budaya ............................................................................. 13

1) Demografi ............................................................................ 13

2) Ketenagakerjaan ................................................................... 14

3) Kesehatan ............................................................................. 14

4) Pendidikan ............................................................................ 15


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5) Kesejahteraan Sosial ............................................................ 15

2. Event Kabupaten Kendal .................................................................. 17

a. Kendal Expo ............................................................................... 17

1) Tempat ................................................................................. 18

2) Pameran ................................................................................ 19

b. Kendal Herritage Festival .......................................................... 20

1) Dasar Pemikiran ................................................................... 20

2) Dasar Kegiatan ..................................................................... 20

3) Tema Kegiatan ..................................................................... 20

4) Landasan Filosufi ................................................................. 21

5) Tujuan Kegiatan ................................................................... 22

6) Sasaran Kegiatan ................................................................... 22

7) Bentuk Kegiatan ................................................................... 23

8) Peserta Kegiatan ................................................................... 23

9) Waktu Pelaksanaan .............................................................. 24

3. Dinas Kebudayaan dan Pariwisata Kabupaten Kendal .................... 25

a. Kedudukan ................................................................................. 25

b. Tugas Pokok dan Fungsi ............................................................ 25

c. Visi dan Misi .............................................................................. 25

d. Potensi Wisata ............................................................................ 26

1) Wisata Alam ......................................................................... 26

2) Wisata Minat Khusus ........................................................... 27

3) Monumen ............................................................................. 28


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4) Sejarah .................................................................................. 28

5) Kesenian ............................................................................... 29

a) Rodat / Kuntulan ............................................................ 29

b) Srandul ........................................................................... 29

c) Rampek .......................................................................... 29

d) Barongan ........................................................................ 29

e) Opak Abang ................................................................... 30

f) Kuda Kepang .................................................................. 31

4. Dinas Koperasi dan Usaha Mikro, Kecil dan Menengah Kabupaten

Kendal .............................................................................................. 31

a. Visi dan Misi Dinas Koperasi dan UMKM ............................... 31

b. Tugas Pokok dan Fungsi ............................................................ 32

c. Dasar Hukum ............................................................................. 32

d. Kedudukan ................................................................................. 32

e. Pendataan Sentra ........................................................................ 32

f. Data Spesifik UKM .................................................................... 41

1) Sijeruk .................................................................................. 41

2) Sikopek ................................................................................. 44

3) Pegandon .............................................................................. 47

B. Komparasi ............................................................................................... 49

1. Festival Jenang Solo ......................................................................... 49

a. Deskripsi Singkat ....................................................................... 49

b. Kegiatan ..................................................................................... 51


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c. Promosi yang telah dilakukan .................................................... 51

1) Billboard .............................................................................. 51

2) Poster .................................................................................... 52

3) Facebook .............................................................................. 53

4) Website Event Solo ................................................................ 53

5) Umbul-umbul dan Flagchain ............................................... 54

6) Gapura Selamat Datang ........................................................ 54

d. Strength / Kekuatan .................................................................... 54

e. Weakness / Kelemahan ............................................................... 55

2. Festival Rujak Uleg Surabaya .......................................................... 55

a. Deskripsi Singkat ....................................................................... 55

b. Kegiatan ..................................................................................... 56

c. Promosi yang telah dilakukan .................................................... 57

1) Poster .................................................................................... 57

2) Facebook .............................................................................. 58

3) Website Resmi Pemerintah Kota Surabaya .......................... 58

4) Backdrop .............................................................................. 59

5) Spanduk ................................................................................ 59

d. Strength / Kekuatan .................................................................... 59

e. Weakness / Kelemahan ............................................................... 60

BAB III KONSEP PERANCANGAN ............................................................. 62

A. Metode Perancangan ............................................................................... 62

B. Strategi Kreatif ........................................................................................ 63


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1. Pendekatan Pesan ............................................................................. 64

a. Bentuk Pesan .............................................................................. 64

b. Gaya Pesan ................................................................................. 65

2. Big Idea ......................................................................................... 65

a. Dasar Pemikiran ......................................................................... 66

b. Dasar Kegiatan ........................................................................... 66

c. Identifikasi Kegiatan Festival .................................................... 66

1) Tema Kegiatan ..................................................................... 66

2) Nama Kegiatan ..................................................................... 67

3) Bentuk Kegiatan ................................................................... 68

a) Rangkaian Acara ............................................................. 68

b) Stand Proses Pembuatan Kerupuk ................................. 69

c) Exhibition Stand ............................................................. 69

d) Hiburan ........................................................................... 69

e) Koordinasi Acara ........................................................... 69

C. Target .............................................................................................................. 71

1. Target Market ................................................................................... 71

a. Segmentasi Geografis ................................................................. 71

b. Segmentasi Demografis ............................................................. 71

2. Target Audience ............................................................................... 71

a. Segmentasi Geografis ................................................................. 71

b. Segmentasi Demografis ............................................................. 71

c. Segmentasi Psikografis .............................................................. 72


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3. Target Visual .................................................................................... 72

a. Media Lini Atas .......................................................................... 72

b. Media Lini Bawah ...................................................................... 72

D. Strategi Visual ........................................................................................ 75

1. Strategi Visual Secara Umum .......................................................... 75

2. Strategi Visual Verbal ...................................................................... 76

a. Kepala Berita (Headline) ........................................................... 76

b. Teks (Bodycopy) ......................................................................... 77

c. Kalimat Dasar (Baseline) ............................................................ 77

d. Slogan (Tagline) ......................................................................... 78

3. Strategi Visual Non Verbal .............................................................. 79

a. Konsep Logo .............................................................................. 79

1) Proses Pembuatan Logo ....................................................... 79

2) Bentuk Dasar Logo .............................................................. 80

3) Makna Logo ......................................................................... 81

4) Color Guide .......................................................................... 82

5) Tipografi ............................................................................... 83

6) Konfigurasi Ukuran .............................................................. 84

7) Grid ...................................................................................... 85

8) Clear Area ............................................................................ 85

9) Skala ..................................................................................... 86

10) Logo Grayscale .................................................................... 87

11) Logo Black ........................................................................... 87


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12) Logo White ........................................................................... 87

13) Larangan logo ....................................................................... 88

14) Background control .............................................................. 89

15) Larangan penempatan warna ................................................ 90

b. Ilustrasi ....................................................................................... 91

c. Tipografi ..................................................................................... 92

1) Love is complicated again .................................................... 92

2) Littlebird ............................................................................... 93

3) Arial Rounded MT Bold ....................................................... 93

d. Warna ......................................................................................... 94

1) Magenta ................................................................................ 95

2) Merah Muda ......................................................................... 95

3) Deep Yellow ......................................................................... 96

4) Putih ..................................................................................... 96

5) Abu-abu ................................................................................ 97

6) Biru ....................................................................................... 97

e. Layout / Tata Letak .................................................................... 98

1) Sircus Layout ........................................................................ 99

2) Shilhoutte Layout ................................................................. 99

E. Teknik Pelaksanaan ................................................................................ 100

1. Logo........... ....................................................................................... 100

2. Media Lini Atas ................................................................................ 101

a. Billboard ............................................................................................. 101


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b. Iklan Koran ................................................................................. 102

3. Media Lini Bawah ............................................................................ 103

a. Poster .......................................................................................... 103

b. Flyer ........................................................................................... 104

c. Spanduk ...................................................................................... 104

d. X-banner ..................................................................................... 105

e. Backdrop .................................................................................... 106

f. Tiket Masuk ............................................................................... 106

g. Tiket Restribusi Parkir ............................................................... 107

h. Gapura Selamat Datang .............................................................. 107

i. Papan Nama Stand ..................................................................... 108

j. Papan Nama Jinjing .................................................................... 108

k. Uniform (Seragam) ..................................................................... 109

l. Umbul-umbul ............................................................................. 109

m. Flagchain ................................................................................... 109

n. Vandel Untuk Pemenang ............................................................ 110

o. Piagam Untuk Pemenang ........................................................... 110

p. Stationary ................................................................................... 110

1) Letter Head / Kop Surat ....................................................... 110

2) Envelope / Amplop ............................................................... 111

3) Invitation / Undangan ........................................................... 112

4) ID Card Panitia .................................................................... 112

5) Co Card Peserta Lomba ....................................................... 112


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q. Merchandise ............................................................................... 113

1) Toples ................................................................................... 113

2) Piring .................................................................................... 113

3) Kaos ...................................................................................... 114

4) Topi ...................................................................................... 115

5) Sothil .................................................................................... 115

6) Baki / Nampan ...................................................................... 116

7) Paper Bag ............................................................................. 116

r. Media Digital ............................................................................. 117

1) Web Banner .......................................................................... 117

2) Facebook .............................................................................. 118

3) Twitter .................................................................................. 118

BAB IV VISUALISASI KARYA ..................................................................... 119

A. Media Lini Atas ................................................................................................. 119

1. Billboard ............................................................................................. 119

2. Iklan Koran ......................................................................................... 120

B. Media Lini Bawah ..................................................................................... 121

1. Poster ................................................................................................... 121

2. Flyer .................................................................................................... 122

3. Spanduk ............................................................................................... 123

4. X-banner .............................................................................................. 124

5. Backdrop ............................................................................................. 125

6. Tiket Masuk ........................................................................................ 126


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7. Tiket Restribusi Parkir ........................................................................ 127

8. Gapura Selamat Datang ....................................................................... 128

9. Papan Nama Stand .............................................................................. 129

10. Papan Nama Jinjing ............................................................................ 130

11. Uniform ............................................................................................... 131

12. Umbul-umbul ...................................................................................... 132

13. Flagchain ............................................................................................ 133

14. Vandel Untuk Pemenang .................................................................... 134

15. Piagam Untuk Pemenang .................................................................... 135

16. Stationary ............................................................................................ 136

a. Letter Head / Kop Surat ................................................................ 136

b. Envelope / Amplop ........................................................................ 137

c. Invitation / Undangan .................................................................... 138

d. ID Card Panitia ............................................................................. 139

e. Co Card Peserta Lomba ................................................................ 140

17. Merchandise ........................................................................................ 141

a. Toples ............................................................................................ 141

b. Piring ............................................................................................. 142

c. Kaos .............................................................................................. 143

d. Topi ............................................................................................... 144

e. Sothil ............................................................................................. 145

f. Baki / Nampan .............................................................................. 146

g. Paper Bag ..................................................................................... 147


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18. Media Digital ...................................................................................... 148

a. Web Banner ................................................................................... 148

b. Facebook ....................................................................................... 149

c. Twitter ........................................................................................... 150

BAB V PENUTUP ............................................................................................ 151

A. Kesimpulan ............................................................................................... 151

B. Saran .......................................................................................................... 153

DAFTAR PUSTAKA

LAMPIRAN


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