<![CDATA[ABSTRACT Regulations implement social distancing make many companies have to quickly adapt to technology and carry out online events. Companies are required to change all activities that are generally held offline to online (virtual) by using online meeting platforms such as Zoom Meeting or Google Meet. In order for the goals to be achieved in an event to be realized, a marketing communication strategy is needed to promote the Mini Bootcamp Online Class event to the public and increase Vocasia's brand awareness. The author's purpose in making this study is to understand marketing communication strategies and find out the effectiveness of ticket sales at the Mini Bootcamp Online Class event. The method used is in the form of a qualitative descriptive method. Data collection is carried out through direct observation during the preparation and implementation of the event and conducting interviews with project officers, the digital marketing creative division and the affiliate marketing division and documentation. Furthermore, data analysis is carried out by comparing ticket sales results based on the sales strategy that has been carried out. The results showed that there are five important strategies to market the Mini Bootcamp Online Class event, namely advertising, sales promotion, public relations & publicity, direct marketing and personal selling. In addition, it is known that event ticket sales using a personal selling strategy are more effective than sales using Loket.com. Keyword: brand awareness, marketing strategy, virtual ABSTRAKPeraturan pemberlakukan pembatasan kegiatan masyarakat (PPKM) membuat banyak perusahaan harus cepat beradaptasi dengan teknologi dan melaksanakan event secara online. Perusahaan dituntut untuk merubah seluruh kegiatan yang umumnya diselenggarakan secara luring beralih secara daring (virtual) dengan menggunakan platform meeting online seperti Zoom Meeting atau Google Meet. Guna memenuhi target pada pelaksanaan event online, diperlukan strategi marketing communication untuk mempromosikan event Mini Bootcamp Online Class kepada masyarakat dan meningkatkan brand awareness Vocasia. Tujuan penelitian ini adalah untuk memahami strategi marketing communication dan mengetahui efektivitas penjualan tiket pada event Mini Bootcamp Online Class. Metode yang digunakan berupa metode deskriptif kualitatif. Pengumpulan data dilakukan melalui observasi langsung pada saat persiapan serta pelaksanaan event dan melakukan wawancara terhadap project officer, divisi digital marketing creative dan divisi affiliate marketing serta dokumentasi. Selanjutnya, analisis data dilakukan dengan membandingkan hasil penjualan tiket berdasarkan strategi penjualan yang telah dilakukan. Hasil penelitian menunjukan bahwa terdapat lima strategi penting untuk memasarkan event Mini Bootcamp Online Class yaitu periklanan (advertising), promosi penjualan (sales promotion), hubungan masyarakat & publisitas (public relations and publicity), pemasaran langsung (direct marketing) dan penjualan personal (personal selling). Selain itu, diketahui bahwa penjualan tiket event menggunakan strategi personal selling lebih efektif dibandingan penjualan dengan menggunakan Loket.com. Kata kunci: brand awareness, strategi pemasaran, virtual]]>
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