PERANCANGAN VIDEO PROMOSI SANGGAR GAYAHTRI SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS

Indonesia merupakan negara yang kaya akan seni dan budaya tradisional, namun modernisasi yang pesat menyebabkan generasi muda semakin asing dengan warisan budaya lokal. Sanggar Gayahtri, sebagai pelestari seni budaya lokal, menghadapi tantangan rendahnya kesadaran masyarakat terhadap berbagai aktivitas seni budaya yang ditawarkan. Hal ini diperparah dengan kurangnya strategi komunikasi yang inovatif dan terencana dalam memanfaatkan media sosial seperti Youtube dan Instagram Perancangan ini bertujuan untuk merancang video promosi yang dapat meningkatkan brand awareness Sanggar Gayahtri sekaligus mendukung upaya pelestarian seni budaya lokal. Dengan pendekatan kualitatif berbasis metode Design Thinking, data dikumpulkan melalui wawancara mendalam dengan founder, guru, siswa Sanggar Gayahtri, dan masyarakat, serta observasi kegiatan di sanggar. Fokus penrancangan meliputi aspek visual, seperti pergerakan kamera yang dinamis dan transisi mulus, serta elemen audio yang relevan, seperti musik tradisional dan narasi dengan aksen lokal. Hasil dari perancangan ini diharapkan dapat menghasilkan video promosi yang menarik dan relevan dengan kebutuhan masyarakat, menampilkan program unggulan Sanggar Gayahtri, seperti kelas tari, rebana, dan modeling. Video ini dirancang untuk tidak hanya meningkatkan daya tarik masyarakat terhadap Sanggar Gayahtri tetapi juga mendorong keterlibatan mereka dalam berbagai aktivitas seni budaya. Dengan demikian, perancangan ini bertujuan memberikan kontribusi signifikan dalam strategi promosi seni budaya lokal di era digital, memperkuat identitas budaya, dan meningkatkan kesadaran masyarakat terhadap pelestarian seni tradisional.
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Indonesia is a country rich in traditional arts and culture, yet rapid modernization has caused younger generations to become increasingly unfamiliar with their local cultural heritage. Sanggar Gayahtri, as a preserver of local arts and culture, faces the challenge of low public awareness regarding the various cultural activities it offers. This issue is further exacerbated by the lack of innovative and well-planned communication strategies in utilizing social media platforms such as Youtube and Instagram. This study aims to design a promotional video that can enhance Sanggar Gayahtri brand awareness while supporting efforts to preserve local arts and culture. Using a qualitative approach based on the Design Thinking method, data were collected through in-depth interviews with the founder, teachers, students of Sanggar Gayahtri, and the community, as well as through observations of activities at the sanggar. The research focuses on visual aspects, such as dynamic camera movements and smooth transitions, as well as relevant audio elements, such as traditional music and narration with a local accent. The results of this research are expected to produce a promotional video that is both engaging and relevant to the needs of the community, showcasing Sanggar Gayahtri flagship programs, such as dance, tambourine, and modeling classes. The video is designed not only to increase public interest in Sanggar Gayahtri but also to encourage their participation in various cultural activities. Thus, this study aims to make a significant contribution to the promotional strategies of local arts and culture in the digital era, strengthening cultural identity, and raising public awareness of the preservation of traditional arts.