Peran Campaign Manager, Digital Data Analyst, dan Finance Manager 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 is facing low brand awareness, which affects its sales growth and its positiong as a wellness-based fitness center. This Field Work Project aims to increase brand awareness and sales growth through an Integrated Marketing Communications (IMC) strategy that includes content marketing, digital marketing, event marketing, and the #BalanceInsideOut digital campaign. All communication activities are focused on Instagram using the AISAS model (Attention, Interest, Search, Action, Share) to ensure consistent delivery of campaign messages. The roles of the Campaign Manager, Digital Data Analyst, and Finance Manager are invlolved in the implementation of this campaign. The Campaign Manager developed the campagin plan, the Digital Data Analyst evaluated the performance of the Instagram account @goodvibesid.smg, and the Finance Manager managed and organized the financial aspects of the campaign. The result show significant improvements in digital indicators and sales performance. The number of followers increased by 456, brand awareness increased by 27,8 percent, and sales grew with 92 new members. In addition, audience understanding of the wellness concept reached 87,9 percent, idicationg that the campaign messages were successfully delivered and effectively prossed by the target audience.