Marketing Communication Strategy Employed by Bank Mandiri in the Wirausaha Muda Mandiri Program

Abstract

The Wirausaha Muda Mandiri program has consistently attracted significant audience interest for over 10 years, drawing numerous participants. This success is largely attributed to Bank Mandiri's marketing communication strategy, executed through various digital media. Based on this context, this research focuses on analyzing the marketing communication strategy implemented by Bank Mandiri for the Wirausaha Muda Mandiri program. In this analysis, the researcher utilized the AIDA (Attention, Interest, Desire, and Action) marketing communication strategy concept. The research employed a qualitative method, gathering data through interviews with various parties involved in the Wirausaha Muda Mandiri program. Prior to promoting the Wirausaha Muda Mandiri program, Bank Mandiri conducted target marketing, which included market segmentation, market targeting, and market positioning. From the research conducted, it was found that in the Attention stage, Bank Mandiri disseminated campaign messages for the Wirausaha Muda Mandiri program across various media channels to capture audience attention. In the Interest stage, Bank Mandiri created engaging campaigns,such asinformative and educational content. Subsequently, in the Desire stage, Bank Mandiri developed diverse content that offered solutions tailored to audience needs, including business development content. In the final Action stage, Bank Mandiri was observed to consistently encourage audience participation in the Wirausaha Muda Mandiri program by disseminating calls to action, registration information, and details on program benefits. From these findings, the researcher concludes that Bank Mandiri's marketing communication strategy proved effective in disseminating the Wirausaha Muda Mandiri program campaign. Bank Mandiri successfully converted audience interest into actions leading to program registration, resulting in a continuous increase in registration numbers from 2021 to 2023, even exceeding the program's registration limits. In addition to acquiring participants, Bank Mandiri also utilized the Wirausaha Muda Mandiri program to market its own products.