OPTIMIZING MARKETING COMMUNICATION TO INCREASE THE ENROLLMENT OF STUDENTS ( CASE STUDY: SD ALAM SANGATTA)

• Main Author: Zenilda Novstantia Emzed, Neva
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75072
• Institution: Institut Teknologi Bandung

SD Alam Sangatta, established in 2019, officially joined as the 107th member of Jaringan Sekolah Alam Nasional (JSAN) and obtained the permit in March 2021 from the Dinas Pendidikan Kutai Timur. The establishment of SD Alam Sangatta is one of the stages toward enhancing the quality of the education system in Sangatta by implementing four pillars in their education system. The purpose of this research is to optimize the marketing communications of school programs in order to increase the number of new student enrollments every year. The research methods used qualitative method to collect primary data for the analysis of potential parents by conducting interviews with 30 existing parents. Secondary data used books, websites, articles, and social media accounts of educational practitioners. PEST and Porters’s Five Forces was used to analyzed external factors while internal analysis was carried out using STP, 7Ps Marketing Mix, and VRIO analysis. SWOT analysis is the basis for formulating a strategy to increase the number of new enrollments at SD Alam Sangatta. Based on the findings, the researcher proposes several effective ways to communicate school programs to the community by involving parents and it is expected that this method will be able to assist the school in increasing the number of students enrolled each year.