PERAN ACCOUNT EXECUTIVE, VIDEO EDITOR, DAN SEKRETARIS DALAM EVENT MARKETING & SOCIAL MEDIA MARKETING UNTUK OPTIMALISASI BRAND AWARENESS & SALES GROWTH MELALUI WELLNESS CAMPAIGN DI GOOD VIBES HEALTH & FITNESS CENTER

Abstract

Good Vibes Health & Fitness Center faces low brand awareness, which affects sales and its positioning as a wellness-based fitness center. This study aims to improve brand awareness and sales through Integrated Marketing Communications (IMC) strategies using the AISAS approach on Instagram and the #BalanceInsideOut campaign. The campaign resulted in 456 new followers, a 27.8% increase in brand awareness, 92 new members, and 87.9% audience understanding of wellness. These results indicate that digital-based IMC is effective in enhancing the marketing performance of fitness centers.