PROGRAM KOMUNIKASI REPOSITIONING DAN RETARGETING CONVERSO SEBAGAI CAFE FAMILY SEBAGAI STRATEGIST DAN MARKETING COMMUNICATION

Abstract

As a Strategist and Marketing Communication Manager, I identified that the competition among cafes in Tembalang, Semarang, led to a decline in sales at Converso due to weak positioning and suboptimal social media management. To address this, I designed and implemented a communication strategy focused on repositioning and retargeting using an Integrated Marketing Communication (IMC) Mix approach—including Advertising, Social Media Marketing, Direct Marketing, Sales Promotion, and Special Events—with an emphasis on increasing brand awareness, interest, desire, and consumer action based on the AIDA framework. This strategy proved effective, as evidenced by increased awareness of Converso as a family cafe, enhanced social media engagement, and growth in family package sales. The success of the program was also supported by collaboration with the Media Planner in developing content distribution and digital advertising strategies to strengthen customer loyalty for Converso.