Marketing Communication Campaign to Expand New Target Market and Increase Sales Through Social Media Strategy, Sales Promotion, and Event Management of uSmile Dental Studio As Project Leader and Account Executive

Abstract

This Capstone Project aims to increase sales and reach new target markets through an integrated marketing strategy combining social media, sales promotion, and event management. uSmile Dental Studio faced low adult patient visits and no pediatric patients. To address this, the author applied Integrated Marketing Communication (IMC) by optimizing Instagram and TikTok content, using paid ads (Instagram Ads & Google Ads), launching the "Check-up Routine for Kids" promo, and organizing the "Goes to Preschool" event. As Project Leader and Account Executive, the author successfully designed and executed the strategy, resulting in increased patients, higher digital engagement, and follower growth. Instagram followers rose from 652 to 756, reach increased from 8,600 to 28,900, TikTok gained 125 followers and 8,751 views, and the promo exceeded its target with 23 voucher redemptions. The strategy proved effective in expanding market reach and increasing clinic sales.