Communication Program for the Repositioning and Retargeting of Converso as a Family Café as Account Executive and Event Manager

Abstract

This study discusses the Integrated Marketing Communication (IMC) strategy used for the repositioning and retargeting of Café Converso, a brand that experienced sales decline due to weak positioning and high competition in Tembalang, Semarang. The shift in market segmentation from students to families was implemented through multiple communication channels, including advertising, social media, direct marketing, sales promotion, and special events. This research applied an experimental design using a one-group pretest-posttest method and evaluated outcomes through the AIDA model. Results indicate an increase in brand awareness from 1.7% to 58%, and a sales improvement from 73% to 80%. The IMC strategy proved effective in building Converso’s new image as a relevant and competitive family café.