MARKETING COMMUNICATION CAMPAIGN TO EXPAND NEW MARKET REACH AND INCREASE SALES THROUGH SOCIAL MEDIA AND EVENT MANAGEMENT OF USMILE DENTAL STUDIO AS A DATA EXECUTIVE AND STRATEGIST

Abstract

This report discusses uSmile Dental Studio's marketing communication strategy that uses the Integrated Marketing Communication (IMC) approach and AIDA (Attention, Interest, Desire, Action) model to increase market reach and audience engagement. In his role as a Strategist, the author designs a communication strategy that integrates online channels such as Instagram, TikTok, Google Ads, as well as offline activities such as educational events at Bunga Bangsa Kindergarten. Meanwhile, as a Data Executive, the author is responsible for collecting and analyzing data from surveys and social media to develop relevant strategies and measure campaign effectiveness. The "uSmile Goes to Preschool" event has been proven to turn interest into real action in the form of a visit to the clinic. Support from Google Business Profile and promotion of children's dental check-ups for IDR 50,000 have succeeded in increasing conversions and the number of new patients. The results of this report provide strategic guidance in designing dental clinic marketing communication that is integrated, data-oriented, and able to drive sustainable business growth.