Komunikasi Pemasaran Program Wonder Voice of Indonesia dalam Membangun Citra Voice Institute Indonesia
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Perkembangan industri kreatif digital mendorong meningkatnya kebutuhan terhadap kompetensi voice over sekaligus memperkuat persaingan antarlembaga pelatihan. Dalam kondisi tersebut, lembaga pelatihan tidak hanya dituntut menawarkan program pendidikan, tetapi juga membangun citra melalui komunikasi pemasaran yang terintegrasi. Penelitian ini bertujuan menganalisis komunikasi pemasaran Program Wonder Voice of Indonesia (WVOI) dalam membangun citra Voice Institute Indonesia (VII). Penelitian menggunakan pendekatan kualitatif dengan metode ethnomethodology. Data diperoleh melalui wawancara mendalam terhadap empat informan yang terdiri atas Co-Founder/Chief Operating Officer, Chief Content Officer/Planner, Community Manager, dan finalis WVOI, serta didukung observasi dan dokumentasi. Analisis diarahkan pada bagaimana anggota organisasi menggunakan praktik komunikasi sehari-hari untuk merencanakan, melaksanakan, mengevaluasi, dan memaknai komunikasi pemasaran WVOI. Hasil penelitian menunjukkan bahwa komunikasi pemasaran WVOI dibangun melalui integrasi enam elemen, yaitu periklanan, promosi penjualan, hubungan masyarakat dan publisitas, pemasaran langsung, penjualan personal, dan pemasaran digital. Integrasi tersebut diperkuat oleh event marketing dan customer engagement melalui pengalaman, interaksi, komunitas, dan partisipasi peserta. Temuan menunjukkan bahwa WVOI tidak hanya berfungsi sebagai program promosi, tetapi menjadi media pengalaman yang menghubungkan peserta, komunitas, pemerintah, mentor, mitra, dan VII. Praktik komunikasi tersebut membentuk persepsi WVOI sebagai program yang profesional, kredibel, edukatif, inklusif, dan memiliki jejaring nasional. Persepsi terhadap WVOI kemudian berkontribusi pada pembentukan citra VII sebagai lembaga pelatihan voice over yang profesional, inovatif, kredibel, dan memiliki kepedulian terhadap pengembangan talenta. Penelitian ini memperluas kajian IMC dengan menunjukkan bagaimana integrasi komunikasi pemasaran dalam event pengembangan talenta dapat menghasilkan transfer citra dari program kepada citra korporasi.
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