Devina Dhea Pabundu
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Astra Financial

Corporate Communications Specialist

Project-Based Contract June - September 2025 Jakarta, Indonesia

293

Submissions Published

146.5% Target Achieved, up from 90 in 2024 (+224% YoY growth)

-82.4%

Cost per Submission Savings

Cost per submission dropped from Rp777,778 to Rp120,274 / Rp136,519

500+

Media Database

Journalist Database Cultivated & 300+ 1-on-1 Outreach Engagement

98%

Satisfaction Rating

Journalist survey score 4 to 5 out of 5 across all criteria

ROLE CONTEXT & CHALLENGE

Executive Responsibility & In-House Pivot

As the sole internal Corporate Communications Specialist for the GIIAS 2025 project, Devina spearheaded the end-to-end execution of the Astra Financial Journalist Competition 2025, taking over and optimizing responsibilities previously handled by a 5-person external agency. In 2024, the baseline delivered only 90 submissions (45% target) with vendor delays. The challenge was rebuilding trust, simplifying terms, and driving rapid participation.

Key Bottleneck Solved: Eliminated agency dependency to achieve 3.3x output growth
CORE RESPONSIBILITIES

End-to-End Scope of Work

  • Media Relations & Outreach: Cultivated 500+ national journalist database and executed personalized 1-on-1 outreach to 300+ reporters.
  • Content & Press Assets: Authored 20+ official press releases, one-page T&C infographics, and social media copy across Instagram & LinkedIn.
  • Event Co-ordination: Coordinated media handling during GIIAS 2025 press day and AsFin Talks sessions.
Execution Result: 293 published submissions & 146.5% target achievement
TACTICAL EXECUTION

Strategic Innovations & Campaign Tactics

One Budget, Two Benefits Incentive Strategy

Designed an early-bird incentive of Rp100,000 AstraPay balance for the first 50 submissions (funded outside the Rp35M prize pool). This mechanic drove fast submission conversion right after GIIAS press day while exposing the AstraPay e-wallet ecosystem to 300+ national journalists.

Single Source of Truth T&C & 1-on-1 Media Outreach

Created a clean one-page T&C infographic answering all key questions (theme, angles, deadlines, prizes) upfront. Engaged 300+ journalists via personalized WhatsApp messages (no broadcast spam), leading to 8 published press releases and 5 announcement publications.

DATA EVALUATION

Performance & Cost Efficiency Evaluation

A side-by-side metric comparison demonstrating the efficiency gains achieved in 2025.

Metric KPI 2024 Baseline (Vendor) 2025 In-House Execution YoY Impact
Launch & Completion Delayed (0% on-time) 100% On-Time Schedule On-Time Delivery
Total Submissions 90 submissions (45%) 293 submissions (146.5%) +224% YoY Growth
Cost per Submission Rp777,778 Rp120,274 - Rp136,519 -82.4% Cost Reduction
Total Efficiency Rp70,000,000 (Agency) Rp40,000,000 (In-House) 3.3x Output Growth

74%

Media Gathering GIIAS

Primary touchpoint for event orientation & initial interest

68%

Personalized WhatsApp

Most effective channel for reminder updates & submission links

33%

Email Blast

Secondary channel for formal rules distribution

VISUAL ARCHIVE

Work Deliverables & Content Gallery

Journalist Competition Key Visual Poster
Terms and Conditions One-Pager
Judging Panel and Winner Announcement
Published Media Articles & Coverage
CASE STUDY

Astra Financial, chapter by chapter

Chapter 1 of 6

From 90 to 293 Submissions

Astra Financial · Corporate Communications

PR process · 9-step frameworkJune – September 2025Jakarta, Indonesia

Four phases, nine steps

Research → Planning → Execution → Evaluation
1

Research & Diagnosis

1 · Situation analysis

  • Problem: 2024 delivered 90 submissions (45% of the 200 target) with a one-month delay.
  • Root causes: vendor dependency, low Instagram brand awareness, no personalized outreach.
  • Opportunity: with no vendor in 2025, the program was rebuilt in-house from zero, built on personalized outreach.

2 · Organizational analysis

Astra Financial (PT Astra International Tbk) is a leading retail financial provider in Indonesia with multiple business units (FIFGROUP, ACC, TAF, etc.).

3 · Public analysis

  • Primary audience: national media journalists (500+ database).
  • Key stakeholders: judges, media partners, GIIAS, and AsFin Talks.
2

Strategic Planning

4 · Goals & objectives

  • Communication goal: grow submission volume and brand awareness.
  • 2025 KPI targets: July launch, August completion, 100 participants, 200 submissions, and 5 announcement publications.

5 · Action strategy

  • Channel strategy: in-house, end-to-end: personalized outreach, email blast, social media, GIIAS and Media Gathering.
  • Incentive mechanic: Rp100,000 AstraPay balance for the first 50 submissions.
  • Cost efficiency: prize pool cut from Rp70 million (two cities) to Rp35 million (one city).

6 · Message strategy

  • Key message: “Astra Financial Supports the Automotive Industry Through GIIAS 2025”.
  • Message pillars: GIIAS programs and promos, plus financial literacy and inclusion.
  • Tone of voice: personal and relationship-driven, addressing each journalist.
3

Campaign Execution

7 · Communication tactics

  • Media relations: 300+ journalists engaged through one-to-one WhatsApp (no broadcast messages), two reminders a week, plus Media Gathering and GIIAS touchpoints.
  • Owned media: Astra Financial Instagram and LinkedIn, website, bumper, email blast, and designed T&C collateral on Drive.
  • Earned media: 20+ press releases (8 published), five announcement publications, and AsFin Talks media handling (29–31 July 2025).

8 · Implementation

July–August 2025: journalist database (500+), submission curation (293 entries; 146 re-verified for the jury), and jury-session logistics.

Early signal:

In a 10-journalist sample over the first two weeks, one-to-one outreach was the most effective channel.

4

Performance Evaluation

9 · Results evaluation

Awareness

  • Announcement publications: 5 of 5 (100%)
  • 8 press releases published
  • 300+ journalists reached personally

Acceptance

  • Submissions: 293 published articles & photos (146.5% of 200)
  • Survey: 98% of responses satisfied (score 4–5)

Action

  • On-time launch and completion (100%)
  • Cost per submission down from Rp777,778 to ~Rp137K
146.5%submission achievement
−82.4%cost per submission
300+journalists reached personally
8press releases published

Key skills: Media Relations · Public Relations · Strategic Communications · Stakeholder Engagement · Project Management

Chapter 2 of 6

All KPIs Met, 82.4% Lower Cost per Submission

Astra Financial · Corporate Communications

KPI achievement2024 vs. 2025Journalist Competition
100%on-time launch & completion
146.5%submission achievement, 293 of 200
−82.4%cost per submission
109.5%average KPI achievement, from 47%

KPI Achievement, 2024 vs. 2025

KPI2024 Target2024 Actual%Ach2025 Target2025 Actual%Ach
On-time launchJuneJuly0%JulyJuly100%
On-time completionJulyAugust0%AugustAugust100%
Participants1009090%100101101%
Submissions2009045%200293146.5%
Announcement publications55100%55100%
20242025
On-time launch
0%
100%
On-time completion
0%
100%
Participants
90%
101%
Submissions
45%
146.5%
Announcements
100%
100%

Cost per submission (Rp)

Rp777,778
2024
Rp136,519
2025
−82.4% lower cost per submission: Rp777,778 → Rp136,519

Cost per submission

2024: Rp70,000,000 ÷ 90 = Rp777,778

2025: (Rp35M prizes + Rp5M AstraPay) ÷ 293 = Rp136,519

AstraPay: Rp100,000 × first 50 submissions = Rp5M. Total cost down 43%, output up ~3.3×.

Cost saving

(777,778 − 136,519) ÷ 777,778 × 100%

= 82.4%

Reduction in cost per submission

Average KPI %Achievement

2024: (0+0+90+45+100) ÷ 5 = 47%

2025: (100+100+101+146.5+100) ÷ 5 = 109.5%

Key skills: Data Analysis · Media Monitoring · Strategic Communications · Project Management · Public Relations

Chapter 3 of 6

One Budget, Two Benefits

Astra Financial · Corporate Communications

Incentive design · AstraPayJournalist Competition 2025Cross-promotion

1Insight

  • In 2024, submissions reached only 90 (45% of the 200 target), a gap of 110.
  • Participants needed a stronger value proposition to convert early in the competition period.

2Action

  • Designed the incentive: a Rp100,000 AstraPay balance for the first 50 submissions, funded outside the Rp35 million prize pool.
  • Promoted through the key visual and one-to-one outreach to journalists.

3Result

  • Submissions up from 90 to 293 (146.5% of target)
  • 101 participants vs. a target of 100
  • 53% of survey responses cite prizes & recognition (incl. first-50 bonus) as a driver
  • AstraPay brand exposure to 300+ journalists via key visual and outreach
Journalist Competition key visual with the AstraPay bonus
Key visual: Rp35 million prize pool and Rp100,000 AstraPay for the first 50 submissions

About AstraPay

AstraPay is the digital wallet (e-wallet) in the Astra Financial ecosystem and one of the Astra merchants. Through the AstraPay balance incentive, the incentive served the competition objective (submission growth) and a business objective (AstraPay exposure among journalists) in a cross-promotion: one budget, two benefits.

Key skills: Marketing Strategy · Strategic Communications · Media Relations · Digital Marketing · Stakeholder Engagement

Chapter 4 of 6

Stage 1 Survey: 98% Rated 4–5

Astra Financial · Corporate Communications

Stage 1 survey57 responses from 44 respondents29 Aug – 8 Sep 2025

Satisfaction at a glance

4.7 / 5
T&C clarity · 98% scored 4–5 · median 5/5
4.6 / 5
Overall satisfaction · 98% scored 4–5 · median 5/5
100%
Organizer communication rated good · 67% “Very Good”
84%
Responses reporting no obstacles · main one: theme too specific

Touchpoint awareness

% of 57 responses
Event: Media Gathering, GIIAS (42)74%
WhatsApp (39)68%
Email blast (19)33%
Word of mouth, journalist community (15)26%
Instagram @astrafinancial (13)23%
Official website (1)2%
Participation motivation chart from the Stage 1 survey
Participation motivation (% and number of responses)

Recommendations for the next period

  • Broaden themes and categories, incl. motorcycles (~12 responses)
  • Strengthen the prize and incentive structure (~6 responses)
  • Clarify the communication timeline; extend the submission window (~6 responses)
  • Go always-on beyond GIIAS; expand regional reach (~6 responses)

Source: Astra Financial Journalist Competition 1st Stage Implementation Survey (57 responses, 44 unique respondents; multi-select items exceed 100%). No responses scored 1 or 2. Prepared by Devina Dhea Pabundu. Key skills: Data Analysis · Media Relations · Stakeholder Engagement · Public Relations · Strategic Communications

Chapter 5 of 6

Stage 1: Winners and Key Visuals

Astra Financial · Corporate Communications

Key visuals & contentInstagram @astrafinancial16 Jul – 16 Aug 2025
Launch (18 Jul)
Launch (18 Jul)
Winners announcement
Winners announcement
Judging panel
Judging panel
Article winners
Article winners
Photo winners
Photo winners
Favorite articles & photos
Favorite articles & photos

Winners

Category1st Place2nd Place3rd Place
ArticleHandi Cahyono
OTOJATIM · Rp6.5 million		Tomy Cahyo Gutomo
Harian Disway · Rp5.5 million		Rendi Fadillah
Sumatera Ekspress · Rp4 million
PhotoRifkianto Nugroho
Detik.com · Rp6 million		Ruht Semiono
Sinarharapan.id · Rp5 million		Astra Bonardo
Suaraindonews.com · Rp3 million

Period 16 Jul–16 Aug 2025 · launched 18 Jul · winners announced 26 Sep 2025 (80 likes, 4 reposts, 21 shares) · 10 favorite winners (Rp500,000 each)

Judging panel

  • Suwarjono – Editor-in-Chief, Suara.com
  • Agus Susanto – Photographer, Harian Kompas
  • Yulian Warman – Advisor, Astra Financial
  • Ananda Gitasari – Head of Corporate Communications & ESG, Astra Financial
  • Laurentius Iwan – Head of PR, Marcomm & Event, Asuransi Astra

Key skills: Media Relations · Social Media · Content Creation · Corporate Communications · Event Management

Chapter 6 of 6

Stage 1: One T&C, One Source of Truth

Astra Financial · Corporate Communications

Key visuals & content · Stage 1 T&C16 July – 16 August 2025
Stage 1 terms and conditions one-pager
Stage 1 T&C, 16 Jul–16 Aug 2025

One page, five answers

  • What to write about? Theme: “Astra Financial Supports the Automotive Industry Through GIIAS 2025”.
  • Which angle? Two sub-themes: financial literacy and inclusion, and Astra Financial’s activities at GIIAS 2025.
  • When? A one-month submission window, 16 July–16 August 2025.
  • What’s at stake? Rp35 million in total prizes, shown up front on the cover.
  • Who to ask? One named contact person for every participant question.

Prize structure, Stage 1

Categories: Article and Photo Article, three winners each, plus 10 favorite entries.

Prize1st2nd3rd
ArticleRp6.5 millionRp5.5 millionRp4 million
Photo articleRp6 millionRp5 millionRp3 million

Total prize pool Rp35 million, including Rp5 million for 10 favorite entries (Rp500,000 each).

Early-bird incentive: Rp100,000 AstraPay balance for the first 50 submissions, funded outside the prize pool.

T&C as the single source of truth

One page answered every participant question up front: theme, sub-themes, submission window, prize pool and a contact person, so every outreach message pointed to the same reference.

Source: Astra Financial Journalist Competition 2025, Stage 1 T&C (16 July–16 August 2025). Prepared by Devina Dhea Pabundu. Key skills: Copywriting · Content Creation · Corporate Communications · Communications Planning · Media Relations

"Throughout our collaboration at FIFGROUP and Astra Financial, she has proven to be a reliable professional with proactive communication skills and the ability to build effective working relationships."

Rembianov & Rizqi Uthama

Mentors · PT Astra International Tbk & Astra Financial

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