Promoting the Online Program of EfeX English Language Center Using a Promotional Video

Authors

  • Victoria Tanujaya Petra Christian University
  • Jusuf Imam Ibrahim Petra Christian University

DOI:

https://doi.org/10.9744/katakita.11.2.324-331

Keywords:

EPS, BVPS, stock price, value relevance, IFRS adoption, Mining Sector

Abstract

EfeX English Language Center recently launched EfeX Indonesia Maju (IM), a new online division. As it is in its early stages, EfeX IM has had limited enrollment due to a lack of promotional activities. To address this issue, I employed various theories, including Kalam's (2022) segmenting, targeting, and positioning theory, MasterClass' (2022) theory on product features, as well as Bhasin's (2021) and Leonard's (2022) theories on promotional videos. After identifying the target market as parents with elementary and middle-school students in major cities in Java, I conducted a questionnaire survey with 52 participants. The results revealed the need for a convenient, engaging, affordable online program that emphasizes speaking skills. To convey this message effectively, a promotional video will be created and shared on Instagram, serving as a versatile tool for promotion through WhatsApp, the website, and presentations.


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Published

2023-09-04

Issue

Vol. 11 No. 2 (2023)

Section

Articles

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