PERANCANGAN STRATEGI PROMOSI PRODUK BANK SAMPAH BUDI LUHUR UNTUK MENINGKATKAN BRAND AWARENESS

Abstract

Utilization of waste processing into creative and innovative goods mostly done by the people, supported with the establishment of Garbage Bank in various regions. No exception for Budi Luhur garbage bank that produces waste processing products as part of participation in overcome garbage accumulation in Jakarta. In generally, the products produced by the garbage bank are partially as same, but only a few different waste materials. So, it takes a promotional strategy as a way of introducing the product of Budi Luhur garbage bank with the Klaras leaf material more interesting and different. The promotional strategy designed using the theory of Integrated Marketing Communication, which integrated both of media and marketing communication objectives. The methodology of this work is explains the process of creating IMC's creative strategy in enhancing brand awareness on products Budi Luhur Garbage Bank, from receiving client brief, data collection and analysis, determining creative strategies, to determining appropriate media in product promotion. The creative strategy is supporrted by marketing analysis, estabish of STP (Segmentation, Targeting, Positioning) and Marketing Mix 7P (product, price, place, promotion, physical evidance, people, process). The creation of this work are examining about design the promotion strategy product of Budi Luhur garbage bank to increase brand awareness which focuses on the design of promotions though new media (facebook, instagram, website), and printed media (flyer, Xbanner). That paper can be able to support brands in promoting to increase awareness through creative advertising campaign. Analysis of the market as a determinant of the effectiveness of promotions applied, its to be a good opportunity in developing the image and product sales. The Expected designing an advertising strategy can be a strong brenchmark in creating an ads communication that is interesting and able to provide education and information in buying or using products.