Analisis Perencanaan Kampanye Pemasaran Sosial “Dunia Satu Keluarga” oleh Inla Sumut (The International Nature Loving Association)

Abstract

This study analyzes the planning of the social marketing campaign "One World Family" conducted by INLA North Sumatra. The purpose of this research is to identify and analyze the process of planning the "One World Family" socialmarketing campaign by INLA North Sumatra, identify the supporting and inhibiting factors of the social campaign process, and evaluate the impact of the campaign. This study utilizes a qualitative approach to gain a deep understanding of social marketing campaign planning. The main findings of this research indicate that INLA North Sumatra has effectively implemented the planning process of the "One World Family" social marketing campaign. The social campaign management steps proposed by Kotler, namely: Defining The Product Market Fit, Designing The Product Market Fit, Delivering The Product Market Fit,and Defending The Product Market Fit, have been successfully applied. Furthermore, the INLA North Sumatra organization possesses strengths in the "One World Family" concept as a social campaign, supported by members who are cohesive, energetic, professional, and friendly. However, the main constraint faced is financial issues, consistent with the organization's nonprofit status. Significant opportunities for collaboration with local and central governments also emerge as potential avenues for development. Nevertheless, external opposition poses a threat due to the prevailing notion that "differences are a problem" deeply ingrained in society. Another threat is the lack of capable and qualifiedpersonnel to execute the "One World Family" campaign.