Manurung, Fedora Esther Monika and Sulistyani, Hapsari Dwiningtyas (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 DATA EXECUTIVE AND STRATEGIST. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

	Text COVER (87).pdf - Submitted Version Restricted to Repository staff only Download (439kB)
	Text CHAPTER I FEDORA (1).pdf - Submitted Version Download (1MB)
	Text CHAPTER II FEDORA (1).pdf - Submitted Version Download (20kB)
	Text CHAPTER III FEDORA.pdf - Submitted Version Restricted to Repository staff only Download (2MB)
	Text CHAPTER IV FEDORA.pdf - Submitted Version Restricted to Repository staff only Download (1MB)
	Text CHAPTER V FEDORA.pdf - Submitted Version Download (127kB)
	Text BIBLIOGRAPHY (1).pdf - Submitted Version Download (122kB)
	Text APPENDICES (1).pdf - Submitted Version Restricted to Repository staff only Download (1MB)

Abstract

To expand market reach and enhance interaction with services, the marketing
campaign conducted by uSmile Dental Studio has effectively adopted the Integrated
Marketing Communication (IMC) approach. This approach guides prospective
patients through the stages of the AIDA model (Attention, Interest, Desire, Action).
In the role of Strategist, the author was responsible for designing a comprehensive
communication and marketing strategy, including formulating messages aligned
with the target audience and integrating multiple communication channels such as
Instagram, TikTok, and offline events. This strategy has proven effective since the
beginning of 2025, particularly in capturing attention and generating interest from
the intended audience. Meanwhile, as a Data Executive, the author played a vital
role in collecting, processing, and analyzing data from surveys and social media to
understand the needs and behaviors of the target audience. The findings served as
the basis for crafting more targeted and relevant strategies, while also measuring
the effectiveness of the implemented campaign program. The offline event "uSmile
Dental Studio Goes to Preschool" served as a significant activation initiative,
successfully converting audience interest into real actions such as clinic visits and
service usage. Additionally, communication channels such as social media, Google
search, and word-of-mouth promotion contributed to enhancing service appeal and
sustaining audience interest. In reaching local audiences, the presence of a Google
Business Profile also played a critical role by facilitating direct inquiries and accelerating the conversion process into clinic visits. The promotional offer of a
pediatric dental check-up for IDR 50,000 proved to be highly effective in converting
interest into concrete action, contributing to an increase in new patient acquisition
and clinic revenue. This report also provides strategic insights relevant to the
development of future dental clinic marketing strategies to ensure long-term
business sustainability.
Keywords: Integrated Marketing Communication (IMC), AIDA Model,
Strategist, Data Executive, Event Marketing, Social Media Marketing, Google
Business Profile (GBP), Sales Promotion, Customer Engagement, Conversion
Rate.
111 Ilmu Komunikasi 2025

Actions (login required)

View Item