Perancangan content plan promosi digital berbasis desain komunikasi visual: Studi kasus Universitas Islam Kadiri di Instagram
DOI:
https://doi.org/10.30998/jd.v13i4.3330Keywords:
Content Plan, Desain Grafis, Instagram, Promosi Digital, Perguruan Tinggi, Desain Komunikasi VisualAbstract
Perguruan tinggi swasta di Indonesia menghadapi tekanan membangun visibilitas digital di tengah persaingan penerimaan mahasiswa baru. Penelitian ini bertujuan merancang content plan promosi digital Instagram untuk Universitas Islam Kadiri (UNISKA), disertai contoh desain visual yang menerapkan prinsip warna, tipografi, dan hierarki pesan secara berbasis data. Melalui pendekatan kualitatif deskriptif, mencakup FGD, audit konten akun, analisis SWOT, dan aspirational benchmarking terhadap akun @its_campus dan @univ_airlangga, ditemukan bahwa akun Instagram UNISKA memiliki fondasi identitas visual yang kuat, tetapi terhambat oleh frekuensi unggahan rendah (1,7 kali/minggu), ketiadaan format carousel, dan konten yang bersifat informatif satu arah. Temuan ini membentuk content plan 13 postingan untuk Mei 2026 dengan frekuensi tiga kali per minggu dan empat pilar konten: UNISKA Islami, UNISKA Info, UNISKA Berprestasi, dan UNISKA Life. Tiga contoh desain visual dikembangkan untuk mendemonstrasikan penerjemahan temuan tersebut menjadi keputusan desain. Content plan ini bersifat preskriptif dan belum diuji efektivitasnya melalui implementasi nyata.
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