KAMPANYE KOMUNIKASI PEMASARAN BRAND FASHION & ACCESSORIES RAMAH LINGKUNGAN SEKO UPCYCLE SEBAGAI PROJECT MANAGER

Abstract

This project report discusses the role of the Project Manager in implementing the Seko Upcycle Marketing Communication Campaign, a marketing communication campaign for the environmentally friendly fashion & accessories brand Seko Upcycle that aims to increase brand awareness and monthly sales. As a Project Manager, is responsible for planning, monitoring, and controlling every tactic running to ensure that communication goals, marketing goals, and Key Performance Indicators are achieved. This marketing communication campaign applies three communication concepts, namely, Brand Awareness, Push and Pull Theory, and Integrated Marketing Communication. The activities include bazaar, social media campaigns on Instagram and TikTok, marketplace activation, sales promotion, advertising, and company website creation. Evaluation based on key performance indicators (KPIs) shows an increase in Seko Upcycle brand awareness of 46.8%, and an increase in Seko Upcycle sales from an average of 12 sales per month to an average of 20 sales per month has been achieved.