Kusumawardhani, Margaretha Aurelia (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 PROJECT LEADER AND ACCOUNT EXECUTIVE. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This Capstone Project aims to increase sales and attract new target markets, through an
integrated marketing strategy that combines social media strategy, sales promotions, and
event management. The main problems faced by uSmile Dental Studio are the low
number of adult patients each month and the absence of patients from the pediatric age
segment. To overcome these challenges, the author implemented an Integrated Marketing
Communication (IMC) approach by optimizing social media content on Instagram and
TikTok, utilizing paid advertising (Instagram Ads and Google Ads), holding sales
promotions in the form of "Check-up Routine for Kids", and "uSmile Dental Studio Goes
to Preschool" offline event. This strategy is designed to create stronger engagement with
the audience, increase digital interactions, and expand the reach of services to a wider
target market.
As a Project Leader and Account Executive, the author played a role in designing,
coordinating, and implementing effective marketing strategies to increase sales and
attract new target markets for uSmile Dental Studio. The author's success in designing
and running the entire marketing program is reflected in significant achievements, such as
the growth in the number of patients per month and the success in reaching the pediatric
patient segment. The number of Instagram followers increased from 652 to 756 followers,
with a sharp increase in reach from 8,600 to 28,900 accounts. Meanwhile, the newly
created TikTok account managed to gain 125 followers and generated 8,751 views on the
uploaded content. The sales promotion program "Check-up Routine for Kids" also
exceeded the target, from the initial target of 10 patients to 23 patients who exchanged
vouchers. In addition, the event "uSmile Dental Studio Goes to Preschool" also
contributed to increasing patient visits and strengthening the emotional connection
between the clinic and prospective patients. The overall results show that the combination
of social media strategies, sales promotions, and event management can be an effective
solution in increasing sales and expanding the reach of the uSmile Dental Studio market
segment.
Keywords : Increase sales, new target markets, social media strategy, sales
promotion, event management, Integrated Marketing Communication, Project
Leader, Account Executive
No. 112 Ilmu Komunikasi 2025

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