PERANCANGAN STRATEGI AKUISISI PELANGGAN IIP MERAKI ASA

• Main Author: Putri Kuswandi, Nurul
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76385
• Institution: Institut Teknologi Bandung

Meraki Asa is a company that undertakes educational projects and provides travel services that aimed at supporting Indonesian youth in reaching their full potential through global exchange programs, re & upskilling, and empowerment programs. Meraki Asa uses key performance indicators (KPIs) as indicators of program success. The KPIs are considered achieved if 70% of the KPI targets are met. One of Meraki Asa's programs, the International Internship Program (IIP), has not successfully achieved all the designed KPIs. Researchers used the fishbone tool to identify the root causes of the unmet KPIs and found two main problems: lengthy task preparation time for webinar and not have content pillar. Researchers further examined the root causes and identified two solutions that could help Meraki Asa achieve its KPIs. They are designing an SOP for the IIP webinar and designing marketing content for Meraki Asa. Several methods were used in formulating the solutions. The development of the SOP involved in-depth interviews for data collection and cross-functional diagrams (CFDs) for visualizing activity processes. As for designing marketing content, data collection was done through internal and competitor social media analysis, as well as in-depth interviews with target consumers. The data obtained were then designed into marketing content strategies for Meraki Asa. The content was designed using attitude and persuasive communication principles. The designed content was then tested to assess its quality. The indicator used in the testing was the engagement rate, with a benchmark of 2.58%, the median engagement rate for the high education industry. Based on the test results, the implementation of the solution for the IIP webinar successfully got 12 participants (150% of the target achieved). Additionally, the tested content also received a higher engagement rate of 3.47%. Furthermore, users were proven to effectively grasp the value contained in the content. This is evident from the mode value of the content testing, which scored 4 on a scale of 1 to 5 for each tested value.