Strategi branding Sekolah di era digital dalam meningkatkan animo masyarakat melalui pemanfaatan digital marketing

Authors

  • Muh Wahyunto Universitas Ahmad Dahlan
  • Dian Hidayati Universitas Ahmad Dahlan
  • Sukirman Sukirman Universitas Ahmad Dahlan

DOI:

https://doi.org/10.47200/aoej.v15i2.2419

Keywords:

Strategy, Scholl branding, Digital marketing

Abstract

In the business world, schools can be considered as a brand or a trademark. A well-crafted brand will attract the interest of parents to enroll their children in that school. To ensure that the brand reaches the school's target audience, it is necessary to leverage the rapid technological developments in the era of Industry 4.0. One characteristic of the Industry 4.0 era is the growth of digital marketing. Digital marketing involves the use of digital technology to create channels for potential recipients, with the goal of effectively achieving business objectives and satisfying customer needs. This research aims to outline school branding strategies, starting from preschool (TK), elementary school (SD), junior high school (SMP), senior high school (SMA), to vocational high school (SMK). The research employs a literature study or library research method.
From the analysis and discussion, the results show that school branding strategies in the digital era to enhance community interest are as follows: 1) conducting a SWOT analysis of the school, 2) establishing a competent public relations team proficient in both print and electronic media as well as social media, 3) improving academic and non-academic achievements, 4) developing social media presence including the school's website, Facebook, Instagram, and TikTok, 5) implementing Word of Mouth (WOM) strategies involving all teachers, staff, and parents, 6) maximizing the accreditation value of expertise programs and schools with an A rating, 7) enhancing the quality of teachers and teaching according to their expertise, 8) realizing the quality of graduates' character or behavior, 9) creating flagship activities that differentiate the school from others, 10) establishing a brand personality through the portrayal of a well-known figure.

Downloads

Download data is not yet available.

References

Arifin, S. (2019). Penanaman Karakter Islami Berbasis School Branding di SMPN 3 Slahung Ponorogo. AL-IDARAH: JURNAL KEPENDIDIKAN ISLAM, 8(2), 324–337. https://doi.org/10.24042/alidarah.v8i2.3423

Ayunisa, LN. S. M. (2022). STRATEGI LEMBAGA PENDIDIKAN FORMAL DALAM MENINGKATKAN SCHOOL BRANDING PADA MASA PANDEMI COVID-19 Laily Nuril Ayunisa.

Budiarti, E., Anggreini, D., Agus Panca Susanti, D., Damayanti, Y., & kunci, K. (n.d.). Strategi Branding Sekolah dalam meningkatkan Kepercayaan Masyarakat di Indonesia. http://Jiip.stkipyapisdompu.ac.id

Burhan Jamaluddin, M. (2020). STRATEGI BRANDING DI SEKOLAH DASAR ISLAM PLUS MASYITOH (YAYASAN MIFTAHUL HUDA) KROYA CILACAP TESIS Diajukan kepada Institut Agama Islam Negeri Purwokerto untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Strata Dua (S-2).

Dwiyanti, N. (2020). IMAGE BRANDING SEKOLAH NUMBERONE MELALUI PUBLIC SPEAKING.

Hutami, M. (2020). IMPLEMENTASI STRATEGI BRANDING PAUD DALAM MENINGKATKAN IMAGE SEKOLAH. Jurnal Pelita PAUD, 4(1), 1–13. https://doi.org/10.33222/pelitapaud.v4i1.780

Jamaluddin, M. (2021). STRATEGI BRANDING DI SEKOLAH DASAR ISLAM PLUS MASYITOH (YAYASAN MIFTAHUL HUDA) KROYA CILACAP.

Karsono, K., Purwanto, P., & Salman, A. M. Bin. (2021). Strategi Branding Dalam Meningkatkan Kepercayaan Masyarakat Terhadap Madrasah Tsanawiyah Negeri. Jurnal Ilmiah Ekonomi Islam, 7(2). https://doi.org/10.29040/jiei.v7i2.2649

Kusrini. (2021). Strategi Komunikasi Word Of Mouth (WOM) Sebagai Upaya Promosi SDIT ALAM BIRUNI.

Laily Nuril Ayunisa, S. M. (2022). STRATEGI LEMBAGA PENDIDIKAN FORMAL DALAM MENINGKATKAN SCHOOL BRANDING PADA MASA PANDEMI COVID-19.

Miles, M. B., Huberman, • A Michael, & Saldaña, J. (2014). Qualitative Data Analysis A Methods Sourcebook Edition.

Mushlih, A. (2019). Implementasi Strategi Branding Enterpreneur di TK Khalifah Sewon Yogyakarta. GOLDEN AGE: JURNAL PENDIDIKAN ANAK USIA DINI, 2(2). https://doi.org/10.29313/ga.v2i2.4292

Mustika. (2020). STRATEGI MEMBANGUN SCHOOL BRANDING DALAM MENINGKATKAN DAYA SAING SEKOLAH DI SMK DR. SOETOMO SURABAYA. Jurnal Manajerial Bisnis, 4(1), 11–19. https://doi.org/10.37504/jmb.v4i1.278

Nalbant, K. G., & Aydin, S. (2023). Development and Transformation in Digital Marketing and Branding with Artificial Intelligence and Digital Technologies Dynamics in the Metaverse Universe. Journal of Metaverse, 3(1), 9–18. https://doi.org/10.57019/jmv.1148015

Purnamasari, Y., Setyadji, V., & Ashfahani, S. (n.d.). Strategi Pemasaran dalam Membangun Brand Image pada Sekolah Aluna Montessori Jakarta. In JIKOM (Vol. 12).

Qibtiyah, M. (2018). STRATEGI KEPALA SEKOLAH DALAM MEMBANGUN CITRA SEKOLAH SWASTA MENUJU SEKOLAH UNGGUL BERKOMPETITIF.

Rizkiyah, R. (2020). Strategi Membangun Branding School dalam Upaya Meningkatkan Daya Saing Lembaga Pendidikan Islam. In Proceedings of The ICECRS (Vol. 7).

Setia Wibowo, B., Haryokusumo, D., YKPN Yogyakarta bambangsetia, S., & YKPN Yogyakarta, S. (2020). CAPITAL JURNAL EKONOMI DAN MANAJEMEN.

Sholicha, N. (2018). STRATEGI PEMASARAN SEKOLAH DI SMA MUHAMMADIYAH 2 SURABAYA.

Susanti, S. W., & Trihantoyo, S. (2023). PENGEMBANGAN DIGITALISASI SEKOLAH MELALUI WEBSITE UNTUK MEMBANGUN BRANDING SDN JAMBANGAN I/413 SURABAYA. In Journal Edu Learning (Vol. 2). http://sdnjambangan1sby.mysch.id/

Susilo, M. J. (2022). STRATEGI BRANDING SEKOLAH DALAM MENINGKATKAN ANIMO SISWA DAN AWARENESS MASYARAKAT.

Utami. MY. (2022). STRATEGI BRAND IMAGE DI SEKOLAH DASAR ISLAM TERPADU LUQMAN AL HAKIM SLEMAN.

Utaminingsih, T. (2020). STRATEGI BRANDING SEKOLAH MENENGAH KEJURUAN SMK IT SMART INFORMATIKA DAN SMK MUHAMMADIYAH 4.

Zakaria, W., Yuniati, U., Puspitasari, E. E., Komunikasi, J. I., Sosial, F., Humaniora, D., & Bandung, U. M. (2023). Indonesian Journal of Digital Public Relations (IJDPR) STRATEGI MEMBANGUN BRAND IMAGE DALAM MENINGKATKAN DAYA SAING LEMBAGA PENDIDIKAN STRATEGY TO BUILD BRAND IMAGE IN INCREASING THE COMPETITIVENESS OF EDUCATIONAL INSTITUTIONS. In Indonesian Journal of Digital Public Relations (IJDPR) (Vol. 1, Issue 2). https://journals.telkomuniversity.ac.id/IJDPR

Ayunisa, L. N., & Sholeh, M. (2022). Strategi Lembaga Pendidikan Formal Dalam Meningkatkan School Branding Pada Masa Pandemi Covid-19. Jurnal Inspirasi Manajemen Pendidikan, 10(01), 59-72.

http://journal.umg.ac.id/index.php/dedikasimu/article/view/4721

https://jurnal.minartis.com/

https://doi.org/10.36312/10.36312/vol2iss9pp470-480

Published

2024-07-01

How to Cite

Wahyunto, M., Hidayati, D., & Sukirman, S. (2024). Strategi branding Sekolah di era digital dalam meningkatkan animo masyarakat melalui pemanfaatan digital marketing. Academy of Education Journal, 15(2), 1260–1271. https://doi.org/10.47200/aoej.v15i2.2419