Strategi Pemerintah Kota Solo dalam Membangun City Branding:(Studi Penelitian Deskriptif tentang Strategi Komunikasi Pemasaran Pemkot Solo dalam Membangun City Branding Solo melalui Event SIPA( Solo I

Novi Ayu Wardani, Novi Kurnia

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Solo city relies on sector artistry of the culture to lift specification of the town. In this case do not only artistry festival of national of Indonesia but also artistry of world as medium in realizing expectation the government of Solo in planning marketing communications strategy to develop of city branding to through the SIPA event, an artistic festival of global culture. Target of this research is to depict the marketing communications strategy by the government of Solo in developing city branding to through the SIPA event (Solo of International Performing Arts). Then to depict the target compiled the marketing communications strategy that are the goals of identifying the target audience, specifying promotion objectives, setting the promotion budget, selecting the right promotional tools, designing the promotion, and scheduling the promotion. This chapter are terminated with to discussing the third relation of that is between marketing communications strategy, city branding, event marketing told by Jefkins. This research represents the research qualitative type which have base at the post of positivism philosophy with case study method of genetic. Technique data collecting the used is circumstantial interview, documentation, and bibliography study. Research indicate that various proven marketing communications strategy step play a part in to realize Solo city image as cultural town to through SIPA event. Although the reality, execution of marketing communications strategy to develop the city branding as cultural town, not yet fully walked better. But with constraints meaning, Solo can be told to succeed in applying city branding. Keyword: marketing communications strategy,city branding, and event marketing.

Kata Kunci : Branding