STRATEGI PEMASARAN SOSIAL YAYASAN SETARA MELALUI AKTIVASI MEDIA SOSIAL, SOSIALISASI ORANG TUA, REKRUTMEN RELAWAN, MAIN EVENT, DAN PENDAMPINGAN ANAK

Abstract

The Setara Foundation faced low brand awareness, which resulted in minimal community and
volunteer participation. The communication strategy employed was based on the concept of
Integrated Marketing Communication (IMC), brand awareness, and community participation
to ensure the message was consistently received by the target audience. The campaign focused
on Instagram, TikTok, and offline activities such as roadshows, parent outreach, open
recruitment, child mentoring, and main events. The program's implementation results showed
an increase in the Setara Foundation's visibility and community involvement in various
activities. Instagram reached 3,540 followers and reached 225,600, while TikTok reached 311
followers and reached 22,000. The open recruitment attracted 74 applicants and resulted in 40
volunteers. Parental understanding increased from 32.6% to 78.3%, and the main event was
attended by 152 participants. These findings indicate that the IMC strategy effectively
increased community awareness, understanding, and participation of the Setara Foundation.