Strategi Pembuatan Video Promosi Program Loyalitas di PT Sucor Sekuritas

Abstract

PT Sucor Sekuritas menerapkan program loyalitas untuk mempertahankan pelanggan. Promosi program sebelumnya dilakukan melalui Telegram dan Instagram, namun dirasa kurang efektif. Perkembangan teknologi dan preferensi konsumen terhadap konten visual dan audio menjadikan video promosi sebagai instrumen penting untuk memperkuat koneksi dengan pelanggan. Proyek ini dilaksanakan di PT Sucor Sekuritas dari bulan Februari hingga Mei 2024, berlokasi di Sahid Sudirman Center, Jakarta. Data yang dikumpulkan terdiri dari data primer dan sekunder. Teknik pengumpulan data mencakup observasi, partisipasi aktif, wawancara, dan studi pustaka. Prosedur kerja proyek meliputi pra-produksi, produksi, dan pasca-produksi. Output proyek adalah video program loyalitas yang dipublikasikan melalui website dan channel YouTube perusahaan. Strategi kreatif dalam pembuatan video promosi program loyalitas di PT Sucor Sekuritas meliputi beberapa aspek seperti proses kreatif, menentukan daya tarik iklan, dan taktik kreatif. Strategi media meliputi beberapa tahapan seperti memilih khalayak sasaran, memerinci tujuan-tujuan media, memilih media dan sarananya, serta pembelian media.

PT Sucor Sekuritas implements a loyalty program to retain customers. Previous promotions for this program via Telegram and Instagram were deemed ineffective. With technological advancements and consumer preferences for visual and audio content, promotional videos have become crucial tools for strengthening customer connections. This project was carried out at PT Sucor Sekuritas from February to May 2024, located at Sahid Sudirman Center, Jakarta. The data collected consisted of primary and secondary data. Data collection techniques included observation, active participation, interviews, and literature study. The project workflow included pre-production, production, and post-production stages. The project output is a loyalty program video published through the company's website and YouTube channel. The creative strategy in producing loyalty program promotional videos at PT Sucor Sekuritas includes several aspects such as the creative process, determining the advertisement's appeal, and the creative tactics. The media strategy involves several stages, such as selecting the target audience, detailing media objectives, choosing media and its means, and media purchasing.