KAMPANYE KOMUNIKASI PEMASARAN DALAM MENINGKATKAN BRAND AWARENESS DAN JUMLAH MEMBER GATSOE FITNESS DI KOTA SEMARANG SEBAGAI PROJECT MANAGER, SPONSORSHIP MANAGER, DAN LIAISON OFFICER

Abstract

Gatsoe Fitness, as a newly established fitness center in Semarang City, faces challenges in increasing brand awareness among the public and in growing its still-limited membership base. The communication objective of this project is to enhance brand awareness, while the marketing goal is to increase the number of members. The strategy employed in this marketing communication campaign is the push and pull strategy, with Integrated Marketing Communication (IMC) serving as the tactical implementation framework. Over a period of 10 weeks, the results of this report indicate successful outcomes, which cannot be separated from the crucial roles of the Project Manager, Sponsorship Manager, and Liaison Officer. The Project Manager is responsible for ensuring that the commitments made to clients are fulfilled and that all tactics are executed effectively. The Sponsorship Manager plays a key role in establishing partnerships with sponsors to support the continuity of the event, while the Liaison Officer bridges communication between participants and KOLs (Key Opinion Leaders) and the event organizers. This report is expected to provide a positive contribution to the implementation of future marketing communication campaigns.