Increasing Brand Awareness of Sunshine Children Centre by Highlighting its Unique Selling Points in a Promotional Video

Stephanie Sutanto, Herwindy Maria Tedjaatmadja


Sunshine Children Centre, Semarang is an English Course established in 2005 by Sri Mulyani Gondowardono. This course teaches students from young toddlers up until Grade 6. Sunshine Children Centre’s main problem is the decreasing number of students due to the changes from offline to online classes and the fact that this course does not have any promotional tool. Therefore, after considering many factors, the best solution is to make a promotional video and upload it to social media platforms such as Instagram. The duration of the video is only a minute as a promotional video should not last longer than two minutes (Klass, 2018). The video highlights all of the three Unique Selling Points (USPs). The first USP is that this course helps students in their homework and give additional assignments. Second, it offers courses for small groups and private students while the last USP is that it accepts students from both regular and immersion curriculum. By having an engaging promotional video, Sunshine Children Centre will expectedly be able to attract new customers and maintain existing students.

Keywords: online learning, promotional video, Unique Selling Points

Full Text:



Belch, G.E., Belch, M.A. (2018). Advertising & Promotion: an integrated marketing communication perspective (11th ed). New York, NY: McGraw-Hill Education.

Bonnici, T. S. (2015). Brand and branding. Wiley encyclopedia of management. Retrieved from

Dwight, H. (2015). Six Reasons Why Branding is Important for All Businesses. Retrieved from

Healey, M. (2008). What is Branding?.Singapore: Page One Publishing Pte Ltd.

Kalb, I.S. (2002). e-Marketing: What went wrong and how to do it right. California: K&A Press.

Kettle, M. (2017). The Importance of Having a Unique Selling Point (USP). Retrieved December 03, 2018, from

Klass, Y. (2018). Learn What A Promotional Video Definition Is and Why It’s Important. Retrieved December 03, 2018, from

Kotler, P., & Armstrong, G. (2006). Principles of marketing. New Jersey, United States: Pearson Prentice Hall

MacKenzie, I. (2002). English for Business Studies: A course for Business Studies and Economics Students. United Kingdom: Cambridge University Press

Martin. (2014, August 8). Cleverism. Promotion in Four P’s. Retrieved from

Ruby, L. (2012). The Beginner’s Guide to Video Marketing. Retrieved June 30, 2018, from

Shimp, T.A. (2003). Periklanan Promosi dan Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.

Sodhi, R. (2006). 6 Practical steps to bringing your brand to life. Retrieved August 9, 2020, from

Titley, B. (2015). Complete business studies for Cambridge IGCSE & 0 Level. London: Oxford University.



  • There are currently no refbacks.

Supported by


Indexed by

Statistic Installed since 17 December 2018
View My Stats