Kampanye Komunikasi Pemasaran Dalam Meningkatkan Brand Awareness Dan Jumlah Member Gatsoe Fitness di Kota Semarang Sebagai Media Planner, Content Planner, dan Dokumentator

Abstract

This field report discusses the roles of Media Planner, Content Planner, and Documentator in a marketing communication campaign for Gatsoe Fitness aimed at increasing brand awareness and membership in Semarang City. The main issue addressed is the low level of awareness and membership amidst tight competition. Therefore, the campaign carried two main goals: to increase brand awareness as a communication objective and to grow membership as a marketing objective. The strategy was based on the concepts of Integrated Marketing Communication (IMC), brand activation, and consumer behavior, utilizing tactics such as sales promotion, digital marketing, advertising, direct marketing, and events. Over the 10-week campaign period, brand awareness rose from 30.9% to 77.3%, and membership increased by 28%. Social media—particularly Instagram— proved to be the most effective channel in reaching the target audience and delivering the brand’s message.