PUSPITA, ANNISA QARIMA (2019) PERANCANGAN STRATEGI PROMOSI IKLAN LEMBAGA NON PROFIT SOBAT YATIM PADA MEDIA SOSIAL INSTAGRAM TAHUN 2019. S1 thesis, Universitas Mercu Buana.
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Abstract
Instagram now developed, not only being a selfie paltform but can be use to find information, communicate, to marketing product, services and campigns for a varierty of social activities. This makes many institutions think that social media marketing is an important thing to build awareness and become a strategy in reaching audiences. Sobat Yatim is a client in the process of designing ad campaigns on Instagram social media in 2019. Currently Yatim Friends has several problems such as having been vacuumed for eight months, low audience awareness, low promotional budgets that require several new members to run activities. With the implementation of this advertising promotion strategy, it is hoped that it can increase public awareness and interaction on social media orphaned friends. In this plan the author became an account planner who was responsible for the planning of a concept of the theme of daily content that would be uploaded on Instagram, managing the timeline for implementing promotions and building interaction with the audience. Promotional design strategies used are paid (Social Media Advertising and Paid Promote) and not paid (Follow to Follow, Spam Comment, Spam Like, Daily content post, Hastag, buzzer and, Tags). With the account planner you can evaluate which content has a high impact even with a small budget. This research method uses observation, interviews and documentation. The design method uses the basic concept of AISAS by analyzing STP, SWOT matrix and competitor analysis. The big idea used was "Changing to Be Better, Movement", inviting the target audience to change to a better direction by joining together with Yatim Friends to help orphans and poor people in need. Keyword : Instagram, Account Planner, Sobat Yatim Media sosial Instagram kini telah berkembang, tidak hanya menjadi selfie platform melainkan dapat dimanfaatkan untuk mencari informasi, berkomunikasi, membantu memasarkan produk, jasa dan mengkampanyekan beragam aktifitas sosial. Hal tersebut membuat banyak lembaga menganggap bahwa social media marketing menjadi hal penting untuk membangun awareness dan menjadi strategi dalam menjangkau audience. Sobat Yatim adalah client dalam proses perancangan promosi iklan pada media sosial Instagram tahun 2019. Saat ini Sobat Yatim memiliki beberapa permasalahan seperti telah vakum selama delapan bulan, rendahnya tingkat kesadaran audience, rendahnya budget promosi hingga membutuhkan beberapa anggota baru agar kegiatan dapat berjalan. Dengan dijalankannya strategi promosi iklan ini diharapkan mampu meningkatkan kesadaran dan interaksi masyarakat pada media sosial Sobat Yatim. Dalam perancangan ini penulis menjadi seorang account planner yang bertanggung jawab atas rancangan sebuah konsep tema konten harian yang akan diunggah di Instagram, mengelola alur waktu pelaksanaan promosi dan membangun interaksi dengan audience. Strategi perancangan promosi yang digunakan yakni bebayar (Social Media Advertising dan Paid Promote) dan tidak berbayar (Follow to Follow, Spam Comment, Spam Like, Daily content post, Hastag, buzzer dan, Tag) . Dengan adanya account planner Sobat Yatim dapat mengevaluasi konten mana yang memili high impact meski dengan budget yang sedikit. Metode penelitian ini menggunakan observasi, wawancara dan dokumentasi. Metode perancangan menggunakan konsep dasar AISAS dengan menganlis STP, matriks SWOT dan analisis kompetitor. Adapun big idea yang digunakan yakni “Berubah Jadi Lebih Baik, Movement” , mengajak target audience untuk berubah kearah yang lebih baik dengan bergabung bersama Sobat Yatim untuk membantu adik-adik yatim dan dhuafa yang membutuhkan. Kata Kunci : Instagram, Account Planner, Sobat Yatim
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