STRATEGI MARKETING PUBLIC RELATIONS GREATEDU DALAM MENINGKATKAN BRAND AWARENESS DI ERA DIGITAL

Abstract

This study aims to determine the GreatEdu Public Relations Marketing Strategy in increasing brand awareness in the digital era. The formulation of this research problem is how is the marketing strategy of public relations in enhancing brand awareness in the digital age? Researchers used the Three Ways Strategy Concept from Thomas L. Harris. The research subject is GreatEdu Public Relations Marketing, the subject consists of Key Informants and Informants. The object of his research is GreatEdu's Public Relations Marketing strategy in increasing brand awareness in the digital age. Data collection is obtained through non-participatory observation, semi-structured interviews and data from literature studies. This study uses the Post-Positivism paradigm with a qualitative research approach, while the research method is a descriptive qualitative. The results of the study prove that GreatEdu's Public Relations Marketing Strategy, which is well implemented, can increase brand awareness. The strategy adopted is the Three Ways Strategy concept which includes: Push Strategy by giving bonuses to internal teams that successfully achieve the target of OKR (Objective and Key Results), Pull Strategy by providing unique features that are needed by many people and doing public knowledge , giveaway, seminars and webinars that will be conducted, and Pass Strategy by building good communication and services with customers and prospective customers and becoming sponsors in events including schools, Indonesian Cancer Children Foundation, Citra Garden Aneka Educreative Festival 2019, and Looking for Heroes Education 2019.