Zayyan, Naufal Abiy (2025) THE ROLE OF PROJECT LEADER AND STRATEGIST IN DEVELOPING AN INTEGRAL COMMUNICATION PROGRAM TO DRIVE AWARENESS AND SALES OF SOBAT SAMBAT PRO (A PAID COUNSELING SERVICE) BY PKBI CENTRAL JAVA. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

Sobat Sambat Pro is a premium psychological counseling service launched by
PILAR PKBI Central Java to support youth mental health. Since its introduction in
2024, the service has struggled with low brand awareness and limited sales
conversion, particularly among university students in Semarang. To address these
challenges, an Integrated Marketing Communication (IMC) program was designed
to increase visibility and stimulate service uptake within the target demographic.
The program employed five IMC tools—advertising, content marketing, public
relations, event marketing, and sales promotion—to build a coherent and engaging
communication experience. Key tactics included the offline brand activation with
journaling event, strategic content marketing across Instagram, and the use of
advertising to amplify reach. Emotional storytelling, experiential engagement, and
timely cultural references were central to the messaging approach.
Performance evaluation against key metrics showed that content marketing,
supported by targeted advertising, played the most significant role in generating
awareness. Viral, trend-based content achieved high reach and engagement, while
digital voucher promotions proved effective in driving conversions. Ultimately, the
campaign exceeded both awareness and sales targets, highlighting the program’s
effectiveness in translating emotional and contextual relevance into measurable
behavioral outcomes.
Keywords: Youth mental health, Integrated marketing communication, Counseling
service, Brand perception, Sales promotion, Digital campaign, Semarang, PKBI,
Sobat Sambat Pro, Project Leader, Strategist
92 Ilmu Komunikasi 2025

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