Perencanaan Dan Eksekusi Konten Oleh Planner Pada Video Komunikasi Pemasaran Blok M Square Implementasi Konsep Integrated Marketing Communication

Lumbangaol, Belinda Patresia (2026) Perencanaan Dan Eksekusi Konten Oleh Planner Pada Video Komunikasi Pemasaran Blok M Square Implementasi Konsep Integrated Marketing Communication. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan media digital mendorong perusahaan memanfaatkan media audiovisual sebagai sarana komunikasi pemasaran yang efektif untuk memperkuat identitas visual dan citra perusahaan. Salah satu media yang banyak digunakan adalah video company profile karena mampu menyampaikan informasi secara visual, informatif, dan menarik. Penciptaan karya ini bertujuan menghasilkan video company profile Blok M Square yang berjudul Experience the Heart of Jakarta dengan menerapkan konsep Integrated Marketing Communication (IMC) untuk memperkenalkan profil kawasan, fasilitas, serta berbagai aktivitas yang ada di dalamnya kepada masyarakat. Proses penciptaan karya dilakukan melalui tahapan observasi, wawancara, dokumentasi, studi pustaka, praproduksi, produksi, hingga pascaproduksi. Dalam karya ini, penulis berperan sebagai planner yang bertanggung jawab menyusun strategi komunikasi, mengembangkan konsep kreatif, membuat storyline, storyboard, jadwal produksi, serta mengoordinasikan seluruh proses produksi agar sesuai dengan tujuan komunikasi yang telah ditetapkan. Hasil karya berupa video company profile yang menampilkan sejarah, fasilitas, kawasan kuliner, hiburan, serta pengalaman pengunjung di Blok M Square melalui penyajian visual yang menarik. Penerapan konsep Integrated Marketing Communication (IMC) menghasilkan penyampaian pesan yang konsisten sehingga video ini dapat menjadi media promosi yang efektif dalam memperkuat identitas visual dan meningkatkan daya tarik Blok M Square di mata masyarakat. Kata Kunci: Video Company Profile, Planner, Integrated Marketing Communication (IMC), Identitas Visual, Blok M Square. "/" The advancement of digital media has encouraged companies and institutions to utilize audiovisual media as an effective marketing communication tool to strengthen their visual identity and brand image. One of the most effective media is a company profile video, as it is able to deliver information in a visual, informative, and engaging manner. This project aims to produce a company profile video for Blok M Square entitled Experience the Heart of Jakarta by implementing the Integrated Marketing Communication (IMC) concept to introduce the area's profile, facilities, and various activities to the public. The creation process consisted of observation, interviews, documentation, literature review, pre-production, production, and post-production stages. In this project, the author served as the planner, whose responsibilities included developing the communication strategy, preparing the creative concept, storyline, storyboard, production schedule, and coordinating the overall production process to ensure that the video aligned with the intended communication objectives. The final product is a company profile video that highlights the history, facilities, culinary destinations, entertainment, and visitor experiences at Blok M Square through attractive visual storytelling. The implementation of the IMC concept enabled the delivery of consistent messages, making the video an effective promotional medium to strengthen the visual identity of Blok M Square and increase public awareness of the destination. Keywords: Company Profile Video, Planner, Integrated Marketing Communication (IMC), Visual Identity, Blok M Square.

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