Pengembangan Model Strategi Integrated Marketing Communication (IMC) Dalam Upaya Meningkatkan City Image (Studi Kasus Pemerintah Kota Surakarta - Jawa Tengah)

Lina Sinatra Wijaya, Budhi Kristianto, Zon Vanel, George Nicholas Huwae

Abstract

Due to the advancement of information technology today, the city government is not only thinking about the issue of promotion, strategy, media, branding, but must have started to create an image for the external and internal environment of the government so that the stakeholders will always feel close to the city government. But unfortunately not all cities have a Public Relations (PR) that is reliable and able to make an Integrated Marketing Communication (IMC) strategy based on Information and Communication Technology (ICT) which will have a major influence in building the image of the city.  A positive city image of the city will be one of the attractions of investors and tourists, so that in the end the city will be ready to face global competition.

The purpose of this research program is to describe ICT-based integrated marketing strategies from the Surakarta City Government in an effort to improve City Image and model the IMC strategy in the Surakarta City Government that is applicable and effective in an effort to increase the City Image of the City.

The results showed that the city of Solo actually had elements listed in the construction of the image of a city, namely elements: path, edge, node as well as district (region) and also land mark from the city Solo. All of these elements have been summarized in the application that they have made, namely the "Solo Destination" application.

The marketing strategy is not maximally used, both from personal selling, direct marketing and from also from public relations team, therefore in the future there needs to be an accurate socialization and strategy in marketing this application. A integrated marketing strategy model has been created with the name is “City image blooming model" where the involvement of all elements is needed in building the image of Surakarta/ Solo city.

 

Keywords : Integrated Marketing Strategy, Public Relations, Information Communication  and Techonology ( ICT )

Keywords

Integrated Marketing Strategy, Public Relations, Information Communication and Techonology ( ICT )

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DOI: https://doi.org/10.20961/impresi.v1i1.41343

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