STRATEGI KOMUNIKASI PEMASARAN MELALUI WELLNESS CAMPAIGN GOOD VIBES HEALTH & FITNESS CENTER

Abstract

Good Vibes Health & Fitness Center faced low brand recognition, which affected sales performance and its positioning as a wellness-oriented fitness center. To address this challenge, an Integrated Marketing Communications (IMC) strategy was implemented through content marketing, digital marketing, event marketing, and the #BalanceInsideOut digital campaign, optimized on Instagram using the AISAS approach to ensure message consistency and relevance.The program was executed through the roles of the Event Manager, who coordinated event planning and implementation, the Copywriter who crafted communication messages and the Sponsorship Manager who managed partnership with sponsoring brands. These roles collectively supported a structured and integrated campaign. The implementation yielded strong results with an increase of 456 Instagram followers, a 27.8 percent rise in brand awareness, and sales growth marked by 92 new memberships. Audience understanding of wellness also reached 87.9 percent, indicating that the campaign effectively delivered and reinforced its core messages.