PROGRAM KOMUNIKASI REPOSITIONING & RETARGETING CAFE CONVERSO SEBAGAI CAFE FAMILY DI SEMARANG Sebagai Creative Manager

Abstract

The cafe industry in the Tembalang area of Semarang is increasingly competitive, as many business actors target the youth segment. Converso experienced a decline in sales due to unclear brand positioning and a lack of points of differentiation from competitors. In response to this, Converso decided to develop a repositioning and retargeting strategy by targeting a new segment, specifically the family segment, which is considered to have greater potential. This strategy is implemented using the Integrated Marketing Communication (IMC) Mix approach based on the AIDA stages by utilizing five main tools: advertising, special events, sales promotions, direct marketing, and social media marketing. Overall, the repositioning and retargeting program based on the Integrated Marketing Communication (IMC) Mix has proven effective in building awareness of Converso as a family cafe and driving increased sales. The success of this repositioning and retargeting program cannot be separated from the crucial role of the creative manager in producing the designs and content necessary for both online and offline marketing processes.