School Branding: Strategies to Increase Interest Among New Students in Private Schools

The purpose of this research is to analyze educational marketing management through school branding in an effort to increase the number of new students, particularly in private schools. Educational marketing management through school branding is a crucial strategy for private schools to enhance their enrollment numbers.

Changes in student admissions, especially after the implementation of zoning by the government, have triggered intense competition in attracting prospective students. This impact is felt by private schools, which must work harder to attract new students in order to improve their reputation within the community. As a challenge, private schools are required to build sustainable appeal to remain the preferred choice amidst fierce competition. The success of a school in attracting community interest is often related to the uniqueness it offers, the positive reputation it has built, and the distinguishing attractiveness compared to others.

In this article, a descriptive qualitative method will be employed to deeply analyze marketing strategies and their impact on increasing student enrollment in privae schools. The results of this study emphasize that the community’s trust in a school is significantly determined by the branding that is marketed to the public, leading educational service users to consider the school as their primary choice. Additionally, the paper outlines contextual marketing plans and strategies that align with current technological developments, with the aim of increasing the number of students in private schools.

The literature highlights four key activities in educational marketing management through school branding to boost new student enrollment in private schools. These activities begin with school marketing planning, which includes the development of the school identity, the development and implementation of content strategies, promotional activities, and the management of relationships and feedback.