Fahira, Naila Nazla and Lailiyah, Nuriyatul (2025) MARKETING COMMUNICATION CAMPAIGN TO EXPAND NEW TARGET MARKET AND INCREASE SALES THROUGH SOCIAL MEDIA STRATEGY, SALES PROMOTION, AND EVENT MANAGEMENT OF USMILE DENTAL STUDIO AS A MEDIA PLANNER AND CREATIVE DESIGN. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

In order to improve brand recognition, increase market reach, and stimulate
prospective service interactions, uSmile Dental Studio's marketing campaign
effectively implemented an Integrated Marketing Communication (IMC) approach,
directing clients through the AIDA (Attention, Interest, Desire, Action) model. In
the author's capacity as a media planner, the author carefully planned the digital
strategy on Instagram and TikTok, significantly improving online performance
from early 2025 and generating a great deal of interest and attention. At the same
time, in the author role of creative design, the author created engaging, brandconsistent content that successfully cultivated authentic desire. By transforming
engagement into clinic visits and subsequent service uptake, the "uSmile Dental
Studio Goes to Preschool" event proved to be a very effective experiential
component that directly prompted action. Additionally, social media, Google
searches, and word-of-mouth recommendations drove customer acquisition, which
strengthened Desire. For local interaction, the Google Business Profile was
essential because it generated direct enquiries and allowed for quick action. In
addition, the Rp 50,000 kids check-up promotion proved to be quite effective,
turning interest into definite action and making a substantial contribution to the
acquisition of new patients and quantifiable revenue. This research also offers
insightful information for the creation of marketing plans in the dental care sector
to guarantee sustainability in the future.
Keywords: Integrated Marketing Communication (IMC), AIDA Model, Event
Marketing, Social Media Marketing, Google Business Profile (GBP), Sales
Promotion, Brand Recognition, Customer Engagement, Conversion Rate, Media
Planner, Creative Design.
110 Ilmu Komunikasi 2025

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