Zahra, Syifa Alifia (2025) THE ROLE OF ACCOUNT EXECUTIVE IN A MARKETING COMMUNICATION CAMPAIGN TO INCREASE AWARENESS AND SALES OF SOBAT SAMBAT PRO (PAID COUNSELING SERVICE) BY PERKUMPULAN KELUARGA BERENCANA INDONESIA (PKBI) CENTRAL JAVA. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

Sobat Sambat Pro is a paid youth counseling service by PKBI Central Java that
initially struggled with low awareness, having only gained one client and produced
one promotional content in the previous year. This communication program was
designed to help PKBI Central Java attract more clients by increasing awareness
and building trust among young audiences through a more structured and targeted
promotional approach.
The program applied an integrated marketing communication strategy by
combining content marketing, paid advertising, public relations, event activation,
and sales promotion. The Account Executive played a central role in managing
sponsorships, media and community partnerships, as well as financial planning to
support both campaign funding and visibility. Among all tools used, content
marketing supported by paid advertising proved to be the most effective in
capturing attention and persuading the target audience. The program successfully
increased awareness and sales, showing that emotionally engaging content,
consistent messaging, and collaborative strategies can effectively drive audience
behavior and support the promotion of mental health services.
Keywords: Capstone Project, Integrated Marketing Communication, Sobat Sambat
Pro, Counseling Service, Youth-Friendly Mental Health Service, PKBI, Account
Executive
94 Ilmu Komunikasi 2025

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