Strategi Integrated Marketing Communication (IMC) Mempromosikan Smart and Green Solutions PLN Icon Plus di Era Digital

Abstract

This study aims to explain the planning and implementation strategy of Integrated Marketing Communication (IMC) in promoting PLN Icon Plus' Smart and Green Solutions services in the digital era. The research method used is descriptive qualitative. The results show that in the planning stage, PLN Icon Plus applies the six stages of the Belch and Belch (2001) model, namely marketing plan review, situation analysis (SWOT), communication process analysis, budget determination with a focus on digital media efficiency, program development, and monitoring and evaluation. The SWOT analysis reveals the main challenge in the form of low public awareness (brand awareness) of this service compared to ICONNET, amidst the great opportunity of the 2060 Net Zero Emission target. In the implementation stage, the company comprehensively integrates eight elements of the IMC mix, including advertising through below-the-line (BTL) activations, sales promotions in the form of providing merchandise, discounts, and vouchers, events and experiences through regular exhibitions (such as ICONNEXT), and public relations and publicity through press releases and TJSL activities. In addition, the digital aspect was optimized through online and social media marketing based on a problem-solving approach, mobile marketing utilizing the PLN Mobile application and WhatsApp, direct and database marketing using structured email blasts, and personal selling for B2B market penetration. In conclusion, the integration of careful planning and a digital-based multi-channel IMC mix proved effective in educating the public, increasing brand awareness, and strengthening PLN Icon Plus' position as a provider of sustainable digital solutions.