Analisis Strategi Pemasaran dan Branding Sekolah dalam meningkatkan Penerimaan Peserta Didik Baru

Abstract

Increasingly fierce competition among elementary schools is driving schools to develop marketing and branding strategies capable of effectively attracting public interest. This study aims to analyze the implementation of school marketing and branding strategies in increasing interest among new students at Nurul Huda Elementary School in Demak and to identify the strategic patterns that give the school a competitive edge. The study employs a qualitative approach using a case study design. Data were collected through in-depth interviews with the principal, teachers, the new student admissions committee, and parents, and were supplemented by observations and document analysis. Data analysis involved data reduction, data presentation, and verification of findings. The results of the study indicate that school marketing is carried out through the integration of digital media (WhatsApp, Facebook, and the school website), the publication of student achievements, community-based social and religious activities, and the utilization of alumni and parent networks as promotional channels. Meanwhile, the school’s branding is built by strengthening its identity as a religious-based elementary school that balances academic achievement, character development, and religious activities. The study’s findings reveal that a combination of digital marketing, community engagement, and the reinforcement of religious identity forms a branding strategy that increases the school’s visibility, broadens the reach of information to prospective parents, and strengthens public confidence in the quality of educational services. This study identified an integrative approach combining digital marketing, community engagement, and religious branding as a distinctive strategy that supports increased public interest in religious-based elementary schools