IRAWATI, ANNISA SWASTIKA (2020) PERENCANAAN STRATEGIS INSIGHT MENTAL PADA SEMINAR ONLINE MENGGUNAKAN PLATFORM WHATSAPP DENGAN TEMA “MENTAL HEALTH BEGINS WITH ME”. S1 thesis, Universitas Mercu Buana.
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Abstract
Currently the development of communication via the internet is growing rapidly. Coupled with the Covid-19 pandemic, which requires several organizations engaged in service providers (events) to switch to digital media or create online events. Various kinds of innovations have also begun to emerge to produce thoughts of business owners in the service sector who want to meet their expectations. Besides this, build brand awareness and introduce products and expand the range of services that an organization's brand can be known to the public at large a challenge for the service provider organization (event), especially for those who have never done an event. Online Organizations only rely on seminars offline in carrying out strategies branding when carrying out their activities. Plus the lack of knowledge about strategic planning in an event makes organizations hesitant in making decisions to run an event. Strategic planner and communication strategic becomes an important thing must be done by none profit organization on communicating the program of activities for public. The study entitled Perencanaan Strategis Insight Mental Pada Seminar Online Menggunakan Platform Whatsapp Dengan Tema “Mental Health Begins With Me” to describe the communication strategic at Insight Mental program. The result of this research, researcher concluded that strategic planner which conducted by Insight Mental was effective. Based on this research which was got by online seminars applied communication strategy through the stages establishing communicator, determining target, composing the message, selecting media and communication channel. this matter can be seen from the number of online seminar attendees "Mental Health Begins Me" who participate selection and the positive responses that showing public through social media @insight_mental Keywords: Organization, Brand Awareness, Strategic Planning, Strategic Planner Saat ini perkembangan komunikasi melalui internet semakin pesat. Ditambah dengan adanya pandemi Covid-19 yang mengharuskan beberapa organisasi yang bergerak dibidang penyedia jasa (event) beralih ke media digital atau membuat event online. Berbagai macam inovasi pun mulai bermunculan menghasilkan pemikiran para pemilik usaha dibidang jasa yang ingin memenuhi harapannya. Selain hal tersebut, membangun brand awareness dan mengenalkan produk jasa serta memperluas jangkauan merek agar sebuah organisasi dapat dikenal masyarakat luas menjadi tantangan tersendiri bagi organisasi penyedia jasa (event), terutama bagi mereka yang belum pernah melakukan sebuah event secara online. Organisasi hanya mengandalkan seminar offline dalam melakukan strategi branding ketika menjalankan aktivitasnya. Ditambah kurangnya pengetahuan tentang perencanaan strategis dalam sebuah event membuat organisasi ragu-ragu mengambil keputusan untuk menjalankan sebuah event. Perencanaan strategis menjadi hal penting yang harus dilakukan oleh organisasi nirlaba dalam mengkomunikasikan program kegiatan kepada publik. Penelitian berjudul Perencanaan Strategis Insight Mental Pada Seminar Online Menggunakan Platform Whatsapp Dengan Tema “Mental Health Begins With Me” untuk mendeskripsikan strategi komunikasi pada program Insight Mental. Hasil penelitian ini, peneliti menyimpulkan bahwa perencanaan strategis yang dilakukan oleh Insight Mental cukup efektif. Berdasarkan penelitian yang didapatkan melalui seminar online menerapkan strategi komunikasi melalui tahapan pembentukan komunikator, penentuan sasaran, penyusunan pesan, pemilihan media dan saluran komunikasi. Hal ini terlihat dari banyaknya peserta seminar online “Mental Health Begins Me” yang mengikuti seleksi dan respon positif yang ditampilkan melalui media sosial akun @insight_mental. Kata Kunci : Organisasi, Brand Awareness, Perencanaan Strategis, Strategic Planner
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