Smartfren’s MPR Model In Building Brand Awareness(Case Study of Smartfren 4G BTS Addition in East Java)

Abstract

The purpose of this research is to find out how Smartfren's Marketing Public Relations (MPR) model in
building brand awareness related to the addition of Smartfren 4G BTS in East Java and to examine the
activities in the model. The stages in the Whalen 7-steps Strategic Planning Process concept (situation
analysis, objectives, strategy, target, message, tactics, evaluation) were utilized to fully disclose Smartfren's
MPR model. This allowed for a thorough analysis that included the planning, implementation, and
evaluation processes. The research paradigm used is constructivist with case study method and qualitative
approach. The data collection technique consisted of conducting in-depth interviews with informants and
non-participant observation as well as studying literature and documents. The data validity technique used
is the triangulation technique. The results showed that Smartfren used PESTLE and SWOT techniques in

analyzing the situation. The strategy objectives is top of mind awareness. The MPR model applied is a three-
way strategy for publication, product experience and sustainability. Target audiences are people aged 11-

45 years, communities, and media. The message used is ‘Sinyal Kuat Smartfren Ada di Sini’. Tactics used are
free starter packs, community collaboration programs, media updates, and social media marketing. The
evaluation methods used were social media engagement, questionnaires, interviews, and FGDs. The
community collaboration programs played an important role in achieving top of mind awareness and
winning the Selular Award-Best Social Movement. The shortcomings found were that the MPR strategy
program were less publicized on Smartfren's social media, but were rampant on the community's social
media.