Perencanaan Video Compant Profile: “Melangkah Menuju Masa Depan Gemilang Bersama SMK Otomindo”

Haulussy, Dio Dimas Adolf (2026) Perencanaan Video Compant Profile: “Melangkah Menuju Masa Depan Gemilang Bersama SMK Otomindo”. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan teknologi digital dan persaingan antar lembaga pendidikan menuntut sekolah untuk memiliki strategi komunikasi yang efektif dalam membangun citra positif di masyarakat. Salah satu media yang dapat digunakan adalah video company profile yang mampu menyampaikan informasi secara informatif, menarik, dan persuasif melalui kombinasi unsur visual dan audio. Skripsi karya ini bertujuan untuk merencanakan video company profile SMK Otomindo sebagai media promosi digital yang dapat memperkuat citra sekolah serta meningkatkan kepercayaan masyarakat, khususnya calon peserta didik dan orang tua. Perancangan karya didasarkan pada teori Company Profile, Strategic Communication Planning dari Ronald D. Smith, serta konsep AIDA (Attention, Interest, Desire, Action) dari Philip Kotler dan Kevin Keller. Penulis berperan sebagai planner yang bertanggung jawab dalam melakukan riset, menyusun konsep kreatif, menentukan target audiens, membuat storyline dan storyboard, serta merencanakan kebutuhan teknis dan anggaran produksi. Hasil karya berupa video company profile berdurasi 6 menit 29 detik yang menampilkan profil SMK Otomindo secara komprehensif, meliputi sejarah sekolah, visi dan misi, fasilitas unggulan, kegiatan pembelajaran, program kejuruan, ekstrakurikuler, serta testimoni dari berbagai pihak. Video diproduksi dalam format HD dan dipublikasikan melalui media sosial sekolah sebagai media promosi digital. Hasil evaluasi menunjukkan bahwa video company profile mampu merepresentasikan identitas sekolah secara informatif dan menarik serta berpotensi memperkuat citra positif SMK Otomindo di mata masyarakat. Dengan demikian, video company profile menjadi media komunikasi yang efektif dalam mendukung promosi dan peningkatan reputasi sekolah di era digital / The development of digital technology and increasing competition among educational institutions require schools to implement effective communication strategies in building a positive public image. One of the most effective media is a company profile video, which can deliver information in an informative, engaging, and persuasive manner through a combination of visual and audio elements. This creative thesis aims to design a company profile video for SMK Otomindo as a digital promotional medium to strengthen the school's image and enhance public trust, particularly among prospective students and parents. The work was developed based on the theories of Company Profile, Strategic Communication Planning by Ronald D. Smith, and the AIDA (Attention, Interest, Desire, Action) concept by Philip Kotler and Kevin Keller. The author served as the planner, responsible for conducting research, developing the creative concept, identifying the target audience, preparing the storyline and storyboard, and planning the technical and budgetary requirements. The final product is a 6-minute and 29-second company profile video presenting a comprehensive overview of SMK Otomindo, including its history, vision and mission, educational facilities, learning activities, vocational programs, extracurricular activities, and testimonials from various stakeholders. The video was produced in high-definition (HD) format and distributed through the school's social media platforms as a digital promotional tool. The evaluation results indicate that the company profile video successfully represents the school's identity in an informative and appealing manner and has the potential to strengthen SMK Otomindo’s positive image among the public. Therefore, the company profile video serves as an effective communication medium in supporting school promotion and reputation enhancement in the digital era.

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