The Implementation Of Integrated Marketing Communications Strategy To Increase Brand Awareness Of Rumah Batik Palbatu
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Institusion
INSTITUT KOMUNIKASI DAN BISNIS LSPR
Author
Purbandini, Primadianti
Muhammad, Reza Rizky
Wulandika, Rahayu Sari
Muhammad, Reza Rizky
Wulandika, Rahayu Sari
Subject
HT Communities. Classes. Races
Datestamp
2023-12-29 07:56:05
Abstract :
Since being recognized by UNESCO in 2009 as an Intangible Cultural Heritage of Humanity, the Indonesian people have more responsibility to maintain and also preserve batik as the original cultural heritage of Indonesia. Batik has essentially developed as a cultural commodity that has more financial value for the community. However, this development was also followed by the emergence of several problems with batik itself, such as the lack of public awareness to preserve batik, batik waste that pollute the environment, and the decreasing number of regeneration of batik makers. Rumah Batik Palbatu, as a place that makes batik as the main commodity, has a vision to create the next generation of batik makers by providing education on making batik to the community. However, to achieve that, they are still held back by their lack of brand awareness and thus. Therefore, this non-thesis project will plan a marketing communication strategy using IMC Planning to increase their brand awareness. The selected activities are Public Relations, Social Media Activities, & Community Involvement. Public Relations includes exclusive media interviews & press release dissemination. For Social Media Activities, we maximize collaboration with key opinion leaders under the #TemanBatikPalbatu campaign, daily content (stories, activities, fun facts), and also amplification of PR activities. As for Community involvement, we plan to collaborate with the Putra Putri Batik Nusantara community to provide batik training at international schools across Jakarta. This activity is also hoped to result in E-WoM to help easily achieve the initial goal of Rumah Batik Palbatu?s brand awareness and thus resulting in more participants for their batik workshop and creating a new generation of batik makers in the long run. Keywords : Integrated Marketing Communications, Brand Awareness, Rumah Batik Palbatu.
Since being recognized by UNESCO in 2009 as an Intangible Cultural Heritage of Humanity, the Indonesian people have more responsibility to maintain and also preserve batik as the original cultural heritage of Indonesia. Batik has essentially developed as a cultural commodity that has more financial value for the community. However, this development was also followed by the emergence of several problems with batik itself, such as the lack of public awareness to preserve batik, batik waste that pollute the environment, and the decreasing number of regeneration of batik makers. Rumah Batik Palbatu, as a place that makes batik as the main commodity, has a vision to create the next generation of batik makers by providing education on making batik to the community. However, to achieve that, they are still held back by their lack of brand awareness and thus. Therefore, this non-thesis project will plan a marketing communication strategy using IMC Planning to increase their brand awareness. The selected activities are Public Relations, Social Media Activities, & Community Involvement. Public Relations includes exclusive media interviews & press release dissemination. For Social Media Activities, we maximize collaboration with key opinion leaders under the #TemanBatikPalbatu campaign, daily content (stories, activities, fun facts), and also amplification of PR activities. As for Community involvement, we plan to collaborate with the Putra Putri Batik Nusantara community to provide batik training at international schools across Jakarta. This activity is also hoped to result in E-WoM to help easily achieve the initial goal of Rumah Batik Palbatu?s brand awareness and thus resulting in more participants for their batik workshop and creating a new generation of batik makers in the long run. Keywords : Integrated Marketing Communications, Brand Awareness, Rumah Batik Palbatu.
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