Optimizing Integrated Marketing Communication (IMC) In Building Patrakomala's Brand Awareness As A Creative Ecosystem of Bandung City
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Abstract
This study explores the implementation of Integrated Marketing Communication (IMC) in enhancing brand awareness of Patrakomala, a digital platform launched by the Bandung City Culture and Tourism Office to foster a creative economy ecosystem. This research uncovers a critical awareness gap, employing a qualitative approach that involves in-depth interviews with internal stakeholders and external creative actors, supplemented by secondary data (e.g., Instagram analytics, policy documents). A mini-survey of 50 creative economy actors found that 60% were unaware of Patrakomala's existence, and 66% could not recognize its brand identity. The study applies STP, PESTEL, VRIO, and SWOT analysis frameworks to diagnose branding challenges and proposes an IMC strategy grounded in the RABOSTIC model. Key strategies include digital storytelling, community activation, and sub-sector ambassadors. The findings provide actionable insights for public sector branding and contribute to the discourse on IMC adaptation in government-led digital initiatives.
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