Tentang Program
Fragmentasi kanal membuat pesan mudah tidak konsisten dan budget tersebar. Program membantu tim merancang komunikasi yang berbeda untuk awareness, consideration, action, dan trust. Peserta menghasilkan communication brief dan integrated channel plan.
Business Challenges
- Pesan tidak konsisten antar kanal karena belum memiliki proposition dan message hierarchy.
- Communication objective belum dibedakan antara awareness, perception, engagement, action, dan trust.
- Paid, owned, earned, dan shared channel berjalan sendiri tanpa sequence serta peran yang jelas.
- Evaluasi komunikasi belum menghubungkan exposure, perception, behavior, dan business response.
Learning Outcomes
- Mendiagnosis audience, perception, competitor message, dan communication gap.
- Menyusun proposition, reason-to-believe, message hierarchy, tone, dan campaign platform.
- Mengintegrasikan channel berdasarkan role, sequence, frequency, format, dan audience journey.
- Membangun communication scorecard, governance, approval process, dan learning cycle.
Learning Modules
- Communication Diagnosis — Peserta menilai awareness, perception, behavior, stakeholder, competitor message, dan communication gap. Output: communication problem statement.
- Communication Diagnosis — Peserta menilai awareness, perception, behavior, stakeholder, competitor message, dan communication gap. Output: communication problem statement.
- Message & Campaign Platform — Peserta menyusun proposition, reason-to-believe, message hierarchy, tone, big idea, dan mandatory element. Output: campaign communication brief.
- Message & Campaign Platform — Peserta menyusun proposition, reason-to-believe, message hierarchy, tone, big idea, dan mandatory element. Output: campaign communication brief.
- Channel Integration — Peserta menetapkan peran paid, owned, earned, shared, sequence, frequency, dan content adaptation. Output: integrated channel journey.
- Channel Integration — Peserta menetapkan peran paid, owned, earned, shared, sequence, frequency, dan content adaptation. Output: integrated channel journey.
- Measurement & Governance — Peserta membangun metric per objective, brand-response balance, approval role, issue escalation, dan learning loop. Output: IMC scorecard.
- Measurement & Governance — Peserta membangun metric per objective, brand-response balance, approval role, issue escalation, dan learning loop. Output: IMC scorecard.
Target Participants
Marketing, Brand, Digital, Communication, Campaign, Commercial Team