THE ROLE OF PROJECT LEADER AND STRATEGIST IN DEVELOPING AN INTEGRAL COMMUNICATION PROGRAM TO DRIVE AWARENESS AND SALES OF SOBAT SAMBAT PRO (A PAID COUNSELING SERVICE) BY PKBI CENTRAL JAVA

Abstract

Sobat Sambat Pro is a premium psychological counseling service launched by PILAR PKBI Central Java to support youth mental health. Since its introduction in 2024, the service has struggled with low brand awareness and limited sales conversion, particularly among university students in Semarang. To address these challenges, an Integrated Marketing Communication (IMC) program was designed to increase visibility and stimulate service uptake within the target demographic. The program employed five IMC tools—advertising, content marketing, public relations, event marketing, and sales promotion—to build a coherent and engaging communication experience. Key tactics included the offline brand activation with journaling event, strategic content marketing across Instagram, and the use of advertising to amplify reach. Emotional storytelling, experiential engagement, and timely cultural references were central to the messaging approach. Performance evaluation against key metrics showed that content marketing, supported by targeted advertising, played the most significant role in generating awareness. Viral, trend-based content achieved high reach and engagement, while digital voucher promotions proved effective in driving conversions. Ultimately, the campaign exceeded both awareness and sales targets, highlighting the program’s effectiveness in translating emotional and contextual relevance into measurable behavioral outcomes.