Program Komunikasi Repositioning dan Retargeting Converso sebagai Cafe Family sebagai Media Planner dan Finance

Abstract

This study analyzes the communication strategy of repositioning and retargeting implemented by Converso Coffee & Eatery to strengthen its image as a family café. Using an Integrated Marketing Communication (IMC) approach, this project highlights the role of a media planner and finance team in managing message distribution and budget control. Key IMC tools applied include Instagram Ads, direct marketing, event activation, and social media content. The campaign successfully shifted consumer perception, increased awareness, and drove higher engagement from family-oriented audiences. This study affirms the critical synergy between strategy and budgeting in marketing communications.