Integrated Marketing Communication Organisasi Nirlaba:(Studi Deskriptif Strategi Integrated Marketing Communication pada Pos Keadilan Peduli Umat Yogyakarta dalam Rangka Mempromosikan Yayasan Inisiati

Voettie Wisataone , Muhammad Sulhan

2017 | Tesis | Ilmu Komunikasi

ABSTRACT The research purposes to describe about Integrated Marketing Communication (IMC) strategy of PKPU Yogyakarta in order to promote IZI Foundation. PKPU Yogyakarta is a non-profit organization engaged in humanitarian sphere and spin off management of zakat to IZI Foundation. Yogyakarta need to apply marketing communication strategy in spreading towards spin off and promoting the successor organization. The reseacher discovers their deployment practices of IMC strategy to facilitate the elaboration of marketing programs which are conducted by PKPU. Methode in this research is qualitative descriptive. The data are collected by observation, deep interviews and documentation. After the data are collected, reseacher conducts an analysis of data. It does from data reduction, data presentation, up to veryfy or drawn conclusion. The results of research showed PKPU Yogyakarta implements IMC strategy, strat from planning, implementation and evaluation. The planning stage PKPU Yogyakarta did targeting, positioning, marketing mix selection, setting objectives and selecting media. The planning stage PKPU Yogyakarta also uses five mix of IMC tools. They were consist of : advertising, selling promotion, public relations and publicity, direct marketing and personal selling. Afterwards, the evaluation stage PKPU Yogyakarta did not evaluate each assimilation of IMC tools, but the overall evaluation of the results of the implementation of integrated marketing communications. Furhermore, it turns out the form and application of IMC are conducted by PKPU Yogyakarta, does not entirely same as the form and the aplication of existing IMC in conventional marketing. Thus, there are uniques in the implementation IMC strategy as a non-profit organization. Keywords : Integrated Marketing Communication (IMC) Strategy, Non-profit Organization, PKPU Yogyakarta, IZI Yogyakarta.

Kata Kunci : Komunikasi Pemasaran