Depok-The Multimedia Broadcasting study program, Vocational Education Program, Universitas Indonesia (UI), held a seminar entitled “Optimizing Cultural Festivals with Effective Management Strategies” on November 11, 2024. The activity, which was the beginning of the Vocast Talks 2024 seminar series, presented Dinda Intan Pramesti Putri, Director of Jogja Festivals. Jogja Festivals is a forum that houses various festivals that are present in Jogja. For example, ARTJOG, Prambanan Jazz Festival, Keroncong Plesiran, and many more.
On that occasion, Dinda explained several things that need to be done in developing a festival. Starting from strategic planning, program development, team management, marketing and promotion, audience experience, to evaluation and follow-up. “In planning a festival, we need to analyze needs and potential with Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis to identify internal and external factors that can affect the success of the festival. In addition, effective timeline and budget management needs to be considered in this planning stage,” said Dinda.
In developing a festival, it is necessary to hold a varied program of events and reach various audience segments, both children, teenagers, and adults. Then, innovation in digital and interactive content can enhance the positive experience of the audience. No less important, involving local artists and cultural communities in the festival can create an authentic nuance while supporting the sustainability of local arts and culture.
(Photo: Dinda conveys various management strategies in organizing a festival)
Furthermore, effective team management can be done by recruiting members according to their respective skills and needs. Providing and training the team can strengthen their knowledge of the activity, as well as building effective communication channels, both internally and externally.
Dinda added that marketing and promotion are important aspects that organizers need to pay attention to. “We must know the audience segmentation of the festival we are organizing. Then, we adjust the promotion strategy according to their characteristics. Social media can maximize the reach of promotions. In addition, building partnerships with sponsors or media can also provide financial support as well as wider exposure,” said Dinda.
Equally important, a festival also needs to provide a positive experience for the audience. Interactive programs that involve visitors, supported by adequate facilities will increase visitor comfort. Organizers can also conduct surveys or interviews to collect feedback from visitors. Finally, evaluate the success of the festival and follow up on deficiencies during the implementation of the festival so that the activity can develop according to community needs and existing trends.
Head of Multimedia Broadcasting Study Program, Peny Meliaty Hutabarat, S.Sos., M.S.M., said that this seminar can develop the potential of students when they want to create an event. “The various strategies presented by Mrs. Dinda can be used as valuable provisions for students or other audiences. I also hope that graduates of the Multimedia Broadcasting study program can also be involved in creating a big festival, both nationally and internationally,” concluded Peny.
