Turangan, Angelita Valencia (2025) CREATIVE AND COPYWRITER ROLE IN INCREASING AWARENESS AND DRIVING SALES GROWTH 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 counseling service by PKBI Central Java that
supports youth mental health, especially among university students. Despite three
months of promotion from December to February, the awareness and the sales of
Sobat Sambat Pro remained low, with only one sale recorded by February 2025. To
address this, this capstone project implemented an Integrated Marketing
Communication (IMC) strategy using five tactics: advertising, content marketing,
sales promotion, event marketing, and public relations. The objective of this project
was to increase both awareness and counseling registrations.
Content marketing, supported by Instagram advertising, proved most
effective in driving engagement. Meanwhile vouchers, events, and persuasive
Instagram content successfully converted interest into actual counseling
registrations sales. The brand was also strengthened with the value proposition of
youth-friendly, affordable, and inclusive, communicated with the message tone of
#ASpaceWhereYOUthBelong. This project successfully shifted audience behavior,
showing that combining emotional appeal with persuasive messaging and trending
content can effectively turn interest into action.
Keywords: Capstone Project, Integrated Marketing Communication, Sobat Sambat
Pro, Counseling, Youth-Friendly, Content Marketing, Copywriter
95 Ilmu Komunikasi 2025

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