Infographic Storytelling In Promoting Telkom University Internationally
Abstrak
This project aims to address communication challenges within Telkom University’s International Office Instagram account. Currently, content is largely posted in a fragmented and unstructured manner, presenting international student experiences as isolated moments rather than a coherent narrative. To respond to this issue, an infographic storytelling campaign was developed to visually communicate authentic international student experiences in an institutional context. Data were collected through 15–20-minute interviews with 27 international students representing 15 different countries. The interview transcripts were analyzed using reflexive thematic analysis to identify dominant narrative themes. The campaign was developed under the Integrated Marketing Communication (IMC) framework, with public relations selected as the primary strategic component. Narrative coherence was guided by Fisher’s Narrative Paradigm, while Visual Social Semiotics informed meaning-making through color, typography, and layout. The final output consisted of ten Instagram carousel posts published through the International Office account. Evaluation based on reach, engagement, and audience sentiment indicates that visually structured, narrative-based content resonates more strongly with audiences and enhances institutional credibility through authentic representation. This project demonstrates that infographic storytelling is an effective approach for supporting Telkom University’s international communication objectives and fostering sustained audience engagement. Keywords: Infographic storytelling; international student communication; integrated marketing communication; narrative paradigm; visual social semiotics
Referensi
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