Developing An Interactive Company Magazine for ORRO Animation Studios to Boost Multimedia Startup Company’s Advertising Strategy

Abstract

The digital creative economy has sustained national economic growth because of the technology revolution, with film and animation being one of its powerful business sectors. In Malang city there is an animation studio business named ORRO Studios which offers 2D animation services but struggles with advertising their work, achievements, and intellectual property. This research focuses on developing a Digital Interactive Company Magazine, complemented with the printed version, as a new method for business communication tools. The company magazine can be used as a business communication tool for B2B (clients and partnerships) or B2C (targeted audience). The research design was the Design and Development Research (DDR) method, which includes analysis, design, development, implementation, and evaluation stages. Through direct and indirect observation, the study identifies ORRO's advertising issues and develops a solution tailored to its needs as a start-up with limited advertising resources. The product was validated by experts and tested on sample users, with results showing that the digital magazine was attractive, accessible, user-friendly, and effective in promoting ORRO Studios while influencing audiences to recommend the studio. After development, the product was validated by language and layout design experts. The product was tested on sample users through a survey and published on social media and the company website. Field testing results show that sample users found the digital magazine's information and layout attractive, easy to access, user-friendly, and effective in promoting ORRO Studio that influenced the audience to recommend ORRO Studio to others.