THE SOCIALIZATION MECHANISM OF TEACH FOR INDONESIA (TFI) AS AN EFFORT TO ESTABLISH THE BRAND AWARENESS ORGANIZATION

Mahasiswi Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “THE 2nd SOUTHEAST ASIA ACADEMIC FORUM ON SUSTAINABLE DEVELOPMENT (SEA-AFSID) 2018 di Yogyakarta”, dengan Judul:

THE SOCIALIZATION MECHANISM OF TEACH FOR INDONESIA (TFI) AS AN EFFORT TO ESTABLISH THE BRAND AWARENESS ORGANIZATION

By: Wenny Carnika

Teach for Indonesia (TFI) is a work unit from Bina Nusantara University which is engaged in social sector, as a form of corporate social responsibility with a sustainable program. This study aims to determine the socialization mechanism of the Teach for Indonesia (TFI) team in the effort to establish brand awareness, as well as the obstacles and solutions faced in carrying out the socialization activities. The research method used is descriptive qualitative method by conducting interviews with TFI internal teams. The data analysis in this study is using coding concept. The results achieved in this study indicate that the mechanism of socialization in the effort to establish brand awareness is carried out by means of ongoing community assistance, publications, events, lobbying and making attributes that describe TFI identity. The socialization carried out by TFI as an effort to form brand awareness through publicity focuses on the use of social media and TFI’s commitment in running its programs and conducting community development through the pillars of education, health, environment and improving the quality of life.