CREATIVE AND COPYWRITER ROLE IN INCREASING AWARENESS AND DRIVING SALES GROWTH OF SOBAT SAMBAT PRO PAID COUNSELING SERVICE BY PERKUMPULAN KELUARGA BERENCANA INDONESIA (PKBI) CENTRAL JAVA

Abstract

Sobat Sambat Pro is a paid counseling service by PKBI Central Java that supports youth mental health, especially among university students. Despite three months of promotion from December to February, the awareness and the sales of Sobat Sambat Pro remained low, with only one sale recorded by February 2025. To address the problem, this capstone project implemented an Integrated Marketing Communication (IMC) strategy using five tactics: advertising, content marketing, sales promotion, event marketing, and public relations. The objective of this project was to increase both awareness and counseling registrations. Content marketing, supported by Instagram advertising, proved most effective in driving engagement. Meanwhile vouchers, events, and persuasive Instagram content successfully converted interest into actual counseling registrations sales. The brand was also strengthened with the value proposition of youth-friendly, affordable, and inclusive, communicated with the message tone of #ASpaceWhereYOUthBelong. This project successfully shifted audience behavior, showing that combining emotional appeal with persuasive messaging and trending content can effectively turn interest into action.