Digital Marketing untuk Sekolah: Strategi membangun Citra dan Menarik Minat Peserta Didik Baru

Abstract

The development of information technology requires educational institutions to adapt their promotional and public communication strategies. Competition among schools to attract new students is becoming increasingly intense, demanding innovation based on digital approaches. This article aims to describe the implementation of digital marketing as a school promotion strategy and to analyze its impact on institutional image and prospective students’ interest. The study employs a descriptive qualitative approach through literature analysis and observation of digital promotion practices in several schools. The findings indicate that digital marketing plays a significant role in shaping a positive school image through information transparency, achievement publication, and active engagement on social media. However, challenges remain, such as limited human resources and inconsistency in content management. In conclusion, a well-planned and sustainable digital marketing strategy is a crucial factor in enhancing a school’s competitiveness in the digital era