PERAN SOCIAL MEDIA SPECIALIST DAN CREATIVE MEDIA OFFICER DALAM PROGRAM PROMOSI LAYANAN “PUSPAGA SEMAR” DINAS PEMBERDAYAAN PEREMPUAN DAN PERLINDUNGAN ANAK KOTA SEMARANG

Abstract

This project focuses on implementing a promotional program for PUSPAGA SEMAR (Pusat Pembelajaran Keluarga, Solusi Hebat Menuju Keluarga Sejahtera), under Dinas Pemberdayaan Perempuan dan Perlindungan Anak Kota Semarang. As a free psychological counseling service, PUSPAGA SEMAR aims to support family well-being through prevention, risk reduction, and addressing mental health issues. However, a need assessment revealed that public awareness of the service remains low. To address this, the project aimed to increase brand awareness using the Hierarchy of Effects theory and Brand Awareness concept, through an Integrated Marketing Communication (IMC) strategy involving Social Media Marketing, Events and Experiences, and Public Relations. The Social Media Specialist managed Instagram @puspagasemar.smg, growing followers from 80 to 404 and raising the engagement rate from 1.38% to 10.6%. Meanwhile, the Creative Media Officer developed Standard Operating Procedures, produced content and visuals, documented events, and created a profile video. These roles supported various activities, including the “REMBUKKAN Bareng PUSPAGA SEMAR” seminar, which saw an increase in participant awareness by 69.7% and 73% over two days. Other programs like Sosialisasi Kelurahan and JEJAK PUSPAGA SEMAR also achieved increases of 67.6% and 73.3%, respectively. In conclusion, the program successfully achieved its objectives, although several aspects still need to be improved for the sustainability of future promotional efforts.