THE ROLE OF ACCOUNT EXECUTIVE IN A MARKETING COMMUNICATION CAMPAIGN TO INCREASE AWARENESS AND SALES OF SOBAT SAMBAT PRO (PAID COUNSELING SERVICE) BY PERKUMPULAN KELUARGA BERENCANA INDONESIA (PKBI) CENTRAL JAVA

Abstract

Sobat Sambat Pro is a paid youth counseling service by PKBI Central Java that initially struggled with low awareness, having only gained one client and produced one promotional content in the previous year. This communication program was designed to help PKBI Central Java attract more clients by increasing awareness and building trust among young audiences through a more structured and targeted promotional approach. The program applied an integrated marketing communication strategy by combining content marketing, paid advertising, public relations, event activation, and sales promotion. The Account Executive played a central role in managing sponsorships, media and community partnerships, as well as financial planning to support both campaign funding and visibility. Among all tools used, content marketing supported by paid advertising proved to be the most effective in capturing attention and persuading the target audience. The program successfully increased awareness and sales, showing that emotionally engaging content, consistent messaging, and collaborative strategies can effectively drive audience behavior and support the promotion of mental health services.