PERAN MARKETING COMMUNICATION MANAGER DALAM KEGIATAN CORPORATE SOCIAL RESPONSIBILITY (Bazar Sembako Murah dan Pengobatan Gratis)

Abstract

Corporate Social Responsibility (CSR) developed in developed and developing countries including Indonesia. CSR is a company's commitment to participate in sustainable economic development in order to improve the quality of life. To avoid corporate losses from ineffective promotional activities marketing strategies needed Marketing Communication (marketing communication) is appropriate. Marketing Communication presents the voice of the company and its brand and is a means by which companies can create dialogue and build relationships with consumers. The creation of this paper aims to find out how the role of Marketing Communication in the implementation of brand activation program implementation. Questions are how the implementation of event Bazar Sembako Murah and Free Treatment starting from pre-event stages, events to post event with the role of a Marketing Communication manager so that an event can be well planned. The method of creating this work uses the concept of PENCILS, is publications, events, news, community involvement, information or image, lobbying and negotiating, and social responsibility. Data collection was obtained through interviews and literature study. The data obtained through literature study such as library observation, scientific books and information sourced from as Google and website. The implementation of the event gives priority to RW 08 neighborhood residents of West Jakarta Palmerah Village and RW 12 neighborhood residents of South Bintaro Sub-district. The results of the work creation show that the elements in PENCILS concept are contained in the event stages of pre-event, event and post event. Consumers tend to like the holding of cheap grocery bazars and free medical treatment, as it can help low-income citizens. Evaluations consisting of direct and indirect impacts.