<![CDATA[This study analyzes the marketing communication strategy of Radio PTPN Solo in managing sponsorships via off-air activities at Car Free Day (CFD) on Slamet Riyadi Street, Surakarta, amid digital disruption. Employing a qualitative approach through observation, interviews, and documentation, it identifies four key pillars: on-air system (live broadcasts), online (social media like Instagram and TikTok), off-air (direct audience interaction), and ObVan as integrative infrastructure. Supported by George C. Edwards III's framework (communication, resources, disposition, implementation structure), the strategy demonstrates the adaptation of traditional radio into a multimedia ecosystem to sustain relevance and sponsor value Keywords: Marketing communication strategy, Radio PTPN Solo, Off-air activities, Car Free Day (CFD), Sponsorship management Abstrak Penelitian ini menganalisis strategi komunikasi pemasaran Radio PTPN Solo dalam mengelola sponsorship melalui kegiatan off-air di Car Free Day (CFD) Jalan Slamet Riyadi, Surakarta, di tengah disrupsi digital. Menggunakan pendekatan kualitatif dengan observasi, wawancara, dan studi dokumentasi, penelitian menemukan empat pilar utama: sistem on air (siaran langsung), online (media sosial seperti Instagram dan TikTok), off air (interaksi langsung audiens), serta ObVan sebagai infrastruktur integratif. Strategi ini didukung kerangka teori George C. Edwards III (komunikasi, sumber daya, disposisi, struktur pelaksanaan), membuktikan adaptasi radio tradisional menjadi ekosistem multimedia untuk mempertahankan eksistensi dan nilai jual sponsor Kata kunci: Strategi komunikasi pemasaran, Radio PTPN Solo, Kegiatan off-air, Car Free Day (CFD), Pengelolaan sponsorship]]>
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