PROPOSED MARKETING COMMUNICATION STRATEGY FOR GRAPHIC DESIGN STUDIO (CASE STUDY: EDITH LAB)

• Main Author: Mahardi Pratama, Rezza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30387
• Institution: Institut Teknologi Bandung

Creative Industries in Indonesia is growing its potential. One of significant growth is shown from visual communication design subsector which become fundament to Edith Lab’s establishment. Edith Lab is visual-graphic design studio which provides creative solution in graphic design and visual communication. Edith Lab consisting a compact team of graphic designers, illustrators, photo-videographers and architects. As a company that merely running for one year, Edith Lab encounters several issues in management and financial which later affected its company strategies. <br /> <br /> This research conducted to propose a strategy for Edith Lab’s marketing communication in conjunction to escalate their brand awareness using qualitative approach to analyze both internal and external data of the company. The analysis conducted from STP scanning, Marketing Mix analysis, to Porter Five Forces, Benchmark analysis and analysis of Point of Parity and Differences. After the comparison, problem identification then systemized using Fishbone diagram. <br /> <br /> The major issue of Edith Lab is the low brand awareness from its market. To solve it, this research proposed a set of marketing communication strategies, based on the TOWS diagram. The main objective is to active and engaging in marketing and promotional, it also highlights on collaborations with parties in Quad Helix model. Edith Lab is proposed with a set of Integrated Marketing Communication, from advertisement, sales promotion to event and experiences. The purpose is to get better engagement with their customers, additional solution also provided such as set of branding identity, brand touch point and marketing control for a measured output. <br /> <br /> The strategies are compiled in an action plan on one-year monthly calendar to set a stepping stone for the company. Suggested budgets are listed within the research. The budget is mainly consists of creating social media channel costs, event-technical cost and membership admission fee. <br />