Increasing the Digital Promotion of Turtle Conservation in the Yogyakarta 4K Community Through Brand Journalism and Integrated Marketing Communication

Abstract

4K Yogyakarta Community Turtle Conservation is the only turtle conservation program in Yogyakarta, precisely at Pelangi Beach, Bantul, Yogyakarta. The existence of this conservation also stands based on the dark stories on the coast of Pelangi, where local people often hunt turtles illegally to take turtle eggs and meat for private consumption or sale. The partner’s problem lies in how to increase information and promote 4K Yogyakarta Turtle Conservation because, to this day, many people do not know about the existence of conservation. To overcome this problem, the solution offered by this Community Service project is to improve the quality of digital promotion through brand journalism, namely by writing in user-generated content (UGC)-based media such as Kumparan, then uniting all aspects of promotion through integrated marketing communication (IMC).