KAMPANYE KOMUNIKASI PEMASARAN DALAM MENINGKATKAN BRAND AWARENESS DAN JUMLAH MEMBER GATSOE FITNESS DI KOTA SEMARANG SEBAGAI ACCOUNT EXECUTIVE, EVENT MANAGER, FINANCE, TALENT, VIDEO EDITOR, DAN ACCOUNT HANDLING.

Abstract

As an Account Executive, Event Manager, Finance, Talent, Video Editor, and the person responsible for account handling, the writer carried out multiple interrelated roles in a 10 week campaign aimed at increasing brand awareness by 20% and membership by 25%. These roles were strategically integrated through an Integrated Marketing Communication (IMC) approach combined with push and pull strategy, grounded in Consumer Behavior theory and brand activation. The campaign employed five core tactics—event, sales promotion, advertising, digital marketing, and direct marketing—executed in a unified manner. The writer ensured effective direct engagement through events that served as a trigger for establishing Gatsoe Fitness’s presence. Additionally, the writer contributed to the digital campaign as a Talent and Video Editor, while also managing the budget efficiently. This cross-functional collaboration exceeded the initial targets, achieving a 46.4% increase in awareness and a 28% rise in membership, demonstrating the effectiveness of the strategies implemented.