Social Media Marketing Strategy of PT Zona Edukasi Nusantara in Building Corporate Brand Awareness of ZenPro through Instagram @zenproid = Strategi Pemasaran Media Sosial PT Zona Edukasi Nusantara dalam Membangun Kesadaran Merek Perusahaan ZenPro melalui Instagram @zenproid

Amanda, Cynthia (2022) Social Media Marketing Strategy of PT Zona Edukasi Nusantara in Building Corporate Brand Awareness of ZenPro through Instagram @zenproid = Strategi Pemasaran Media Sosial PT Zona Edukasi Nusantara dalam Membangun Kesadaran Merek Perusahaan ZenPro melalui Instagram @zenproid. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The practice of social media marketing as a part of Integrated Marketing Communications has been popular among marketers, supporting them in the pursuit of achieving their marketing communications objectives, including brand awareness. PT Zona Edukasi Nusantara also implement social media marketing for their recently launched business unit, which is ZenPro. ZenPro is a learning platform for professionals to upgrade skills through courses that are taught by certified mentors in ZenPro. During the internship program, ZenPro focused on Instagram as their social media marketing strategy for one of their objectives to raise brand awareness. The strategies include content creation based on guidelines that guide the execution of social media marketing strategy for representing ZenPro on Instagram. Furthermore, they focused on two types of campaign content that involved Kampus Merdeka program, which then published as organic content on Instagram Post and Instagram Story, referring to the content funneling that is adopted from AIDA model as a way to classify content types. The Intern also understand the concept of IMC that has been applied by ZenPro and their methods to analyze the competitors and social media followers as the insights for improving their strategy on Instagram. / Praktik pemasaran media sosial sebagai bagian dari Komunikasi Pemasaran Terpadu telah populer di kalangan pemasar, mendukung mereka dalam mencapai tujuan komunikasi pemasaran mereka, termasuk kesadaran merek. PT Zona Edukasi Nusantara juga mengimplementasikan pemasaran media sosial untuk unit bisnis mereka yang baru saja diluncurkan, yaitu ZenPro. ZenPro adalah platform pembelajaran bagi para profesional untuk meningkatkan keterampilan melalui kursus yang diajarkan oleh mentor bersertifikat di ZenPro. Selama program magang, ZenPro berfokus pada Instagram sebagai strategi pemasaran media sosial mereka dengan salah satu tujuan mereka untuk meningkatkan kesadaran merek. Strategi tersebut meliputi pembuatan konten yang didasarkan pada panduan yang memandu berjalannya kegiatan pemasaran media sosial di Instagram untuk merepresentasikan ZenPro di Instagram. Selain itu, mereka berfokus pada dua tipe kampanye konten yang melibatkan program Kampus Merdeka yang kemudian dipublikasikan secara organik di Instagram Post dan Instagram Story, yang mengacu pada content funneling yang diadopsi dari model AIDA sebagai cara untuk klasifikasi jenis konten. Pemagang juga memahami konsep IMC yang diaplikasikan ZenPro serta cara mereka untuk menganalisa pesaing dan analisis pengikut di media sosial sebagai wawasan untuk meningkatkan strategi mereka di Instagram.

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