PROMOSI LAYANAN PUSPAGA SEMAR DINAS PEMBERDAYAAN PEREMPUAN DAN PERLINDUNGAN ANAK KOTA SEMARANG SEBAGAI PUBLIC RELATIONS dan ADMINISTRATIVE MANAGER

Abstract

The promotional program for PUSPAGA SEMAR was implemented to raise public awareness in Semarang City regarding the availability of free family counseling services provided by the Office of Women Empowerment and Child Protection. Initial surveys revealed a very low level of awareness, despite a high public need for such services. This program aimed to achieve a minimum 20% increase in awareness across all promotional activities. The strategy was based on the Integrated Marketing Communication (IMC) approach, integrating three key tools: Event and Experience, Public Relations, and Social Media Marketing. The program was developed using the Hierarchy of Effect theory, which outlines the stages consumers go through from awareness to action, and the Brand Awareness theory to measure how well the public recognizes and recalls the service. The author served as Public Relations Manager, responsible for managing external communication through outreach in six priority neighborhoods and collaborating with media partners. Simultaneously, as Administrative Manager, the author handled administrative documents, permits, and budget management, with a 98.2% realization rate. The program showed significant increases in awareness: 68.7%–73% at the “REMBUKKAN” events, 67.6% through neighborhood outreach, and 73.7% during the “JEJAK PUSPAGA SEMAR” school program. Instagram activation also played an effective role in reaching the digital audience. These results demonstrate that the integrated promotional strategy successfully built Brand Awareness and enhanced the public positioning of the service. Several technical issues identified during implementation serve as valuable input for improving future programs.