KOMUNIKASI BRANDING TARUNA LIAR MELALUI SOCIAL MEDIA DALAM MENINGKATKAN BRAND AWARENESS DI KOTA SEMARANG SEBAGAI MEDIA PLANNER, SOCIAL MEDIA SPECIALIST, COPYWRITER, DAN CREATIVE

Abstract

Taruna Liar is a non-formal training institution in the audiovisual field that offers free training for Semarang residents with low brand awareness in Semarang City. This field of work discusses branding communication strategies to increase Taruna Liar's brand awareness by implementing a combination of Integrated Marketing Communication (IMC) carried out, namely Advertising, Personal Selling, Events and Experiences, PR and Publicity, and Interactive Marketing with a target audience of Semarang residents who are interested in the audiovisual world and are aged 18-25 years. The evaluation results of the branding communication and Tarli Fest program that have been carried out are the achievement of increasing brand awareness from 32.3% in early 2024 based on client data in the Taruna Liar Knowledge Survey to 99.2% in December 2024 based on the Tarli Fest Feedback Survey from KPI 69. Online, this program managed to obtain final impressions of 257,866 (an increase of 116.14%) from KPI with a final impression figure of 131,230 (an increase of 10%), obtained an increase of 196 followers from KPI 100 new followers, and obtained a final reached account of 47,758 (an increase of 34.9%) from KPI with a final reached account figure of 40,000 (an increase of 12.7%). In this program, writers who act as media planners, social media strategists, copywriters, and creatives contribute to planning using media strategies, content planning, writing briefs, and evaluating metrics.