KAMPANYE KOMUNIKASI PEMASARAN DALAM MENINGKATKAN BRAND AWARENESS DAN JUMLAH MEMBER GATSOE FITNESS DI KOTA SEMARANG : Sebagai Desain Grafis & Copywriter

Abstract

The roles of Graphic Designer and Copywriter in this fieldwork report are explained through their contributions during the 10-week marketing communication campaign aimed at increasing brand awareness and membership of Gatsoe Fitness. This campaign implemented the concepts of Integrated Marketing Communication (IMC), Consumer Behavior Theory, and Brand Activation, through the execution of five tactics: event, sales promotion, advertising, digital marketing, and direct marketing. As part of the campaign, the graphic designer and copywriter were responsible for generating fresh and creative ideas while maintaining effective team coordination. In addition, they played a crucial role in delivering marketing messages clearly and effectively, helping to build emotional connections with the target audience. As a result of this campaign, brand awareness increased by 46.4%, exceeding the initial target of 20%, and membership grew by 28%, surpassing the original target of 25%. Thus, both marketing communication objectives were successfully achieved beyond the expected outcomes.