Increasing the Brand Awareness of Petra Production House through Events

Authors

  • Yehezkiel Brandon Limina Lay Petra Christian University
  • Henny Putri Saking Wijaya Petra Christian University

DOI:

https://doi.org/10.9744/katakita.14.1.97-102

Keywords:

brand awareness, event marketing, film screening, Petra Production House, student engagement, traditional marketing

Abstract

Petra Production House (PPH) is a newly rebranded student film organization within Petra Christian University (PCU). Its main problem is a lack of brand awareness among the broader student body, evidenced by poor event attendance. To validate this issue, the writer has conducted a survey targeting university students. The results confirmed low recognition of PPH, with over 50% unaware of the organization, and revealed preferences for casual, community-based film events. The implemented solution was a series of movie night events enhanced with interactive elements such as discussion boards and snacks. This strategy targeted PCU students interested in film and casual events, using Instagram, group chats, and peer promotion as channels. The effectiveness of this solution was measured through post-event surveys, showing an increase in brand recognition and high enjoyment. Attendance increased fourfold compared to prior events, and over 90% of attendees recommended future events. The benefits include improved visibility, deeper audience engagement, and stronger brand perception.

References

Aaker, D. A. (1996). Building strong brands. Free Press.

Chaffey, D., & Chadwick, F. E. (2019). Digital marketing: Strategy, implementation and practice. Pearson.

Keller, K. L., & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity (5th ed., Global ed). Pearson.

Getz, D. (2016). Event studies: Theory, research and policy for planned events (3rd ed.). Routledge.

Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.

Waghmare, M. P. (2023). Advanced marketing (event management). Success Publications.

Downloads

Published

2026-03-30

Issue

Vol. 14 No. 1 (2026)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. 
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal. 
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).