PROGRAM PROMOSI LAYANAN PUSPAGA SEMAR “PUSAT PEMBELAJARAN KELUARGA” DINAS PEMBERDAYAAN PEREMPUAN DAN PERLINDUNGAN ANAK Sebagai Account Executive Dan Event Manager

Abstract

This project is an implementation of marketing communication to promote the PUSPAGA SEMAR service through the events “REMBUKKAN Bareng PUSPAGA SEMAR,” “JEJAK PUSPAGA SEMAR,” outreach in two priority districts, and Instagram activation via @puspagasemar.smg. The program aims to increase public awareness of the service by 20% of total participants in each program, using strategies based on the Hierarchy of Effects theory, brand awareness, and the Integrated Marketing Communication (IMC) approach. The author served as an Account Executive—acting as a liaison between the project team and the client (DP3A of Semarang City)—and as an Event Manager responsible for implementing the program events. Over 13 weeks, the program successfully reached 246 individuals and increased awareness by an average of 70% of participants in each initiative. Instagram activation gained 315 new followers and a 10.6% engagement rate. Overall, the results indicate that the IMC strategy was effective in raising both awareness and public knowledge of the PUSPAGA SEMAR service.