Shafira, Nasywa Nadia and Rahmiaji, Lintang Ratri (2025) COMMUNICATION PROGRAM FOR THE REPOSITIONING AND RETARGETING OF CONVERSO AS A FAMILY- CAFÉ AS ACCOUNT EXECUTIVE AND EVENT MANAGER. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The fierce rivalry amongst cafés in Semarang's Tembalang neighbourhood, many of
which cater to similar target markets and concepts, has caused Converso's sales to drop as a
result of poor social media management and brand positioning. In order to change its
reputation as a café that caters to young people to one that is family-friendly, Converso
adopted a repositioning and retargeting communication campaign. Advertising, social media
marketing, direct marketing, sales promotion, and special events were all included in the
Integrated Marketing Communication (IMC) Mix technique used to implement this plan.
Based on the AIDA framework, the program's main goals were to raise consumer interest,
desire, action, and brand awareness.
According to evaluations, sales of family packages have increased, social media
involvement has increased, and brand reputation as a family café has significantly improved.
The media planner's job was to implement the brand's repositioning toward the family market
by creating digital advertising and content distribution strategies. In the meantime, the finance
position was in charge of effectively creating and overseeing the program budget in order to
support all branding initiatives. The success of Converso's repositioning and retargeting
initiatives in restoring the company's reputation and fostering client loyalty was largely due
to the cooperation between these two positions.
Keywords: Converso, family café, IMC, AIDA, marketing communication, retargeting,
media planner, finance, and brand image
No.122 Ilmu Komunikasi 2025

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