Marketing Communication Strategy For
New Student Registration
Andreas Eko Soponyono1, Anggoro Santoso2,
Muhammad Nur Ichsan3
Universitas
Siber Asia, Jakarta Selatan, Indonesia
2024.Andreasekosoponyono@Student.Unsia.Ac.Id
Abstrak
SMA ABC Bandung is a
Collaborative Education Unit school with the largest number of competitors and
is ranked second in West Java, has experienced an increase in the number of new
student admissions, and has an international curriculum. The purpose of this
research is to find out an overview of the marketing communication strategies
used in recruiting new students. The research method used is a qualitative
method with a descriptive approach, where the research informants are marketing
communications staff, new students and parents. The impact of the marketing
communication strategy used by SMA ABC Bandung on new student admissions can be
analyzed based on several aspects. Through advertising on various platforms such
as billboards, banners, radio, and social media channels such as Instagram and
Facebook, the school is likely to increase awareness among the target audience
about its offerings and educational programs. Sales promotions such as
discounts on School Operational Assistance (SPP), Development Funds (DPP),
referral programs, and scholarships are likely to encourage enrollment,
attracting students who may have considered other options due to financial
constraints. Based on the research discussion, it can be concluded that the
marketing communications strategy carried out by SMA ABC Bandung during the
researcher's research period in recruiting new students through a marketing
communications mix included advertising, sales promotions, public relations,
direct marketing and personal sales. Advertising is carried out through
billboards, banners, billboards, radio, Instagram partner media, Facebook ads,
Instagram ads, Google ads. Sales promotions provided include tuition discounts,
DPP, referral programs, and 100% scholarship channels. Public relations
activities carried out include Road to Give Bandung 2023. Direct marketing is
carried out via email, WhatsApp and telephone. Personal Selling is carried out
during Open House events, exhibitions at PVJ and Ciwalk, as well as online
consultations
Keywords: Marketing, Communication, Strategy, Enrollment
Introduction
ABC Senior High School Bandung is a
school with a Collaborative Education Unit (SPK). SPK itself is an educational
unit established as of December 1, 2014, to replace the label of international
schools in Indonesia. ABC Senior High School Bandung first
appeared in the city of Bandung precisely in July 2023 (Rizania
et al., 2023). This
school is a branch of a school existing in Bekasi that has been operating for
18 years in 2024.
According to data from the official
website of the West Java Provincial Education Office, as of December 6, 2023,
there are 146 high schools in Bandung, comprising 27 public schools and 119
private schools. This
data also indicates that Bandung is the second city with the most high schools
in West Java after Bogor Regency. This demonstrates that ABC Senior High School
Bandung faces considerable competition in attracting new students (Alfathan
& Butt, 2023).
The increasing number of schools in
Bandung poses its own challenges for ABC Senior High School Bandung in this era
of intense educational competition. In each academic year, the enrollment of
new students becomes the main focus for every school. The success of ABC Senior
High School Bandung in attracting the attention of prospective students heavily
relies on the marketing communication strategy implemented by the school.
Various factors such as school reputation, distinguished curriculum,
facilities, and school values play a crucial role in determining the choice of
school for parents and prospective students (Espeland
et al., 2016).
As a branch of a school in Bekasi that
has been operating for 18 years, ABC Senior High School Bandung can leverage
its success and experience in building a positive image. Despite having the
advantage of an established network and reputation, its presence in Bandung,
which has the second-highest number of high schools in West Java, demands ABC
Senior High School Bandung to develop creative and effective marketing
strategies to highlight its strengths.
In addition to facing numerous
competitors, ABC Senior High School Bandung also encounters other challenges in
recruiting new students, such as the increasingly fierce competition among
private schools. This is due to the rising awareness among the public regarding
the importance of high-quality education (Clark
et al., 2017).
Moreover, an increasing number of private schools offer various attractive
programs and facilities to attract prospective students.
ABC Senior High School Bandung needs to
implement marketing communication strategies in recruiting new students to
address these challenges. Marketing communication strategies can help the
school convey its messages to prospective students and their parents accurately
and attractively
(Heath
et al., 2015). One of
the main issues is the lack of knowledge and understanding among the public
about the existence of ABC Senior High School Bandung. In the context of
Bandung, which is densely populated with quality school choices, it becomes
critical to identify and design effective marketing communication strategies to
increase awareness of the school. Besides providing information, ABC Senior
High School Bandung has a strong reputation, enabling it to compete with other
leading educational institutions.
Based on data from the Public Relations
division of ABC Senior High School Bandung, in the academic year 2023/2024,
there were 31 active high school students who entrusted their education to this
school. This is a commendable achievement as it reached 124% of the initial
target set in the early planning, which aimed to fill one classroom with 25
students. The achievement of this initial target undoubtedly results from the
marketing communication strategies implemented by ABC Senior High School Bandung.
This aligns with (Farahdiba,
2020) assertion that the extent of product or
service sales can indicate the success of marketing communication strategies.
The increase in the products or services produced in the context of this
school's practice is the number of active student enrollments.
This research aims to describe the
marketing communication strategies implemented by ABC Senior High School
Bandung in recruiting new students. This research is expected to provide an
overview of marketing communication strategies in recruiting new students at
private schools in Bandung. Based on the background provided above, the author
chooses the title of this research as "Marketing Communication Strategy
for New Student Enrollment at ABC Senior High School Bandung."
Communication is the process by which an
individual (communicator) conveys thoughts or feelings to another person
(communicatee).
Feelings can include beliefs, certainty, doubt, concerns, anger, courage, and
enthusiasm, among others, while thoughts can consist of ideas, information,
opinions, and other mental phenomena. Additionally, states that communication
is the act or process of disseminating information, which includes the provision
or reception of meaning, the exchange of information, concepts, images, or
emotions, as well as the processes of reception, perception, response, and
efforts to influence. According to (Jones
et al., 2016) sharing experiences is also part of
communication. Based on the exposition on communication, which shows that the
definition of communication is broad and context-dependent, it can be concluded
that communication is the process of conveying thoughts, feelings, and
experiences between the communicator and the communicatee, where the
communicator can provide feedback or criticism as a result of the communication
process.
Marketing aimed at encouraging market
share to accept, purchase, and remain loyal to a company's product through
information dissemination and persuasion is known as marketing communication . In addition to
this definition, (Krizanova
et al., 2019) states that marketing communication is
communication conducted by (Cortez
& Johnston, 2020) that
aids in marketing decision-making and directs exchanges toward greater
satisfaction by ensuring that all parties do well. Based on the information
above, it can be concluded that marketing communication involves introducing or
conveying information, persuading or encouraging producers to use, wear, or buy
products or services, and receiving and responding to criticism.
According to (Alexandrescu
& Milandru, 2018) the
three main objectives of marketing communication are as follows: (1)
Disseminating information about a product (informative communication),
including information about price, distribution, and others; (2) Influencing
consumers to purchase a product or enticing competitors' consumers to switch to
another brand (persuasive communication); and (3) Reminding consumers to
purchase again. Based on this exposition, it is essential to understand the
concept of marketing communication that one of the focuses is on the
information conveyed to consumers, which plays a significant role in providing
persuasive messages that can influence consumers to purchase or remind them to
repurchase products or services.
Marketing communication strategies serve
as a means to achieve goals by providing information, influencing, and
promoting marketing activities to achieve company success. The marketing
communication strategies used by a company are crucially tailored to the
marketing communication goals to be achieved. Additionally, several factors influence
the selection of marketing communication strategies used, such as the market
segment to be reached, the type of product or service offered, and other
factors. This is important because the selection of the right marketing
communication strategy will facilitate achieving the desired marketing
communication goals.
Marketing communication strategies refer
to plans or actions designed to achieve specific marketing communication goals.
Marketing communication strategies undoubtedly involve selecting specific steps
or methods to achieve the desired marketing communication goals. The primary
objective of implementing a marketing communication strategy is to create
awareness, build a positive image, and enhance consumer understanding of a
product or service.
The marketing communication mix is a
combination of the five main promotional tools of a company, namely
advertising, personal selling, sales promotion, public relations, and direct
marketing, to achieve marketing goals. The marketing communication mix is closely related
to the marketing mix, known as the 4Ps, which include Product, Price, Place,
and Promotion. The marketing mix aims to optimize the combination of these 4P
elements to meet market needs and achieve business objectives, while the
marketing communication mix aims to create brand awareness, influence consumer
perceptions, and encourage purchase behavior.
The enrollment of new students in high
school refers to the process of selecting and acquiring students who wish to
enroll in upper secondary education programs. This process involves several
stages, from registration to determining whether the student meets the
requirements for admission to a specific high school. Admission criteria can
vary, including academic aspects, achievements, extracurricular skills, and
other factors considered relevant by the school. The process of admitting new
students to high school aims to form diverse student groups and ensure that
accepted students can achieve academic success and personal development. These
criteria may vary between schools, depending on school policies, national
education standards, and local conditions.
The researcher in this study utilized
five relevant previous studies as well as being reviewed by the researcher
based on similarities, namely the use of qualitative methods and similarities
in marketing communication strategies. The review of previous studies was
conducted by looking at similarities and differences with the research
conducted by the researcher.
To enhance the research, we will add an
explicit focus on the research objectives, analyze the relevance of previous
research findings to the context of SMA ABC Bandung, and add data or
statistical support to support the statements made.
Research Objectives: The main
objective of this study is to describe the marketing communication strategies
implemented by SMA ABC Bandung in recruiting new students. Specific research
objectives include: Identifying the marketing communication strategies used
by SMA ABC Bandung. Analyzing the effectiveness of these strategies in
attracting new students. Evaluating the challenges faced by SMA ABC Bandung
in student recruitment. Providing recommendations to improve SMA ABC Bandung's
marketing communication strategies.
Analysis of Relevance of Previous Research
Findings: Previous
research findings provide valuable insights into marketing communication
strategies adopted by various educational institutions. For example: Muhamad
Vriyatna's study on Sekolah Integral Luqman Al-Hakim Hidayatullah Surabaya
highlights the importance of internal and external promotions in recruiting
students. This finding is relevant to SMA ABC Bandung as it helps understand
the importance of promotional activities in increasing visibility and
attracting prospective students.
The research by Venna Try Anggraeni,
Sugandi, and Kheyene Molekandella Boer on SMA Plus Melati in Samarinda City
emphasizes the use of social media and direct marketing in student recruitment,
which can be applied in the context of SMA ABC Bandung, considering the
influence of digital platforms in communicating with prospective students.
Katerina Winiharti, Bintang R. Simbolon,
and Dameria Sinaga's study on SD Santo Bellarminus Bekasi highlights the
challenges despite promotional efforts, providing insights into potential
obstacles SMA ABC Bandung may face in recruitment strategies. Euis Nofita
Widiyati & Edy Prihantoro's research on SMK Teratai Putih Global 3 Bekasi
emphasizes the effectiveness of social media, particularly Instagram, in
attracting prospective students, suggesting worthwhile strategies for SMA ABC
Bandung to consider in its marketing communication efforts. Rasid Husin's
study on STAI As-Sunnah offers insights into the importance of active
stakeholder participation in refining marketing strategies, which could be
valuable for SMA ABC Bandung in fostering collaboration and feedback mechanisms
for continuous improvement.
Data or Statistical Support: Data provided by
the Public Relations division of SMA ABC Bandung indicates that in the academic
year 2023/2024, there were 31 active high school students enrolled. This
information reflects the school's enrollment performance and serves as a basis
for evaluating the effectiveness of marketing communication strategies. By integrating
these elements, this research will provide a comprehensive analysis of the
marketing communication strategies used by SMA ABC Bandung and offer practical
recommendations to enhance student recruitment efforts.
Methods
This research employs a qualitative research method with a
descriptive approach. According qualitative research is intended to understand
phenomena such as the experiences of research subjects, such as behaviors,
perceptions, motivations, actions, etc., holistically, and through description
in the form of words and language, in a specific natural context and utilizing
various natural methods. This research adopts a descriptive qualitative
approach. This approach is chosen to gain an in-depth understanding of the
marketing communication strategies applied in the enrollment of new students at
ABC Senior High School Bandung.
The selection of informants is done through purposive
sampling, where informants are chosen based on specific criteria relevant to
this research. Key informants involve parties directly related to marketing
communication strategies, such as Marketing Communication staff, new students,
and parents of students. The research was conducted at ABC Senior High School
in Bandung. The research took place from November 1, 2023, to February 28,
2024.
Results and Dicussions
The marketing communication strategies used by ABC Senior
High School Bandung, as described from the marketing communication mix, are
outlined as follows:
1.
Advertising
Marketing
a)
Advertising
through billboards at several locations around Bandung. Billboards are large
outdoor marketing media placed on the roadside and surrounding areas. ABC
Senior High School Bandung advertises on billboards at various points, such as
on main roads in Bandung, intersections near the school, and other selected locations.
The goal of billboard advertising is to increase brand awareness among the
local community. This is because ABC Senior High School Bandung is a new school
that needs to enhance its brand awareness. Based on the offers received, ABC
Senior High School Bandung opts for yearly contracts, despite the higher costs
compared to monthly contracts, as the difference is quite significant. One
characteristic of advertising is its potential high cost for some types of
media. Apart from boosting brand awareness, it is expected that through
billboard advertising, consumer perceptions can be influenced, and consumers
can be encouraged to choose ABC Senior High School Bandung as their educational
institution. This is in line with (Shawyun,
2016) who states that conducting school
promotion is a crucial key to achieving desired goals and targets, especially
through well-planned advertising strategies, which include planning steps and
expected achievements.
b)
Advertising
through banners and billboards at various locations around Bandung. Advertising
banners and billboards are also placed at several points around Bandung. These
banners and billboards, sized 1 x 6 meters and 6 x 1 meters, are strategically
positioned in secondary streets frequently traversed by the public. The
locations are carefully selected based on pedestrian or vehicular traffic
potential and the desired target audience. For instance, banners are placed
near shopping centers, schools, or busy public areas. Advertising through
banners and billboards has a more localized coverage and can reach segments of
the population that may not be reached by billboard ads. Therefore, this
strategy complements billboard efforts by targeting the market on secondary
streets with high consumer potential. Through a combination of billboard,
banner, and billboard advertising, it is hoped that ABC Senior High School
Bandung can achieve synergistic effects to increase brand awareness, reinforce
the school's image, and stimulate community interest in choosing ABC Senior
High School Bandung as their educational institution.
c)
Advertising
through radio commercials. ABC Senior High School Bandung also advertises on
the radio. Several radio stations, such as Ardan Radio, MGT Radio, Urban Radio,
and others, are utilized for this purpose. This activity is carried out to
reach an audience that frequently listens to information or news on the radio,
such as those in vehicles. Similar to billboard advertising, radio can be an
effective channel to increase brand awareness of ABC Senior High School
Bandung. Radio ads can reach a wider audience and provide information about the
school to listeners who may not be reachable through other media. Radio has
broader coverage, including areas that may not be reached by billboards or
banners. The objective may involve expanding marketing reach so that
information about ABC Senior High School Bandung can be heard by more people,
including those in areas that may not have a full understanding of the school.
Radio ads can also be designed to encourage listeners to take specific actions,
such as visiting the school's website, signing up for school tours, or
contacting the school for further information.
d)
Advertising
through Instagram media partner accounts. The active media partner accounts
currently used for advertising are Instagram @infobdgcom, @whatsnewbandung,
@ardanradio, @bradio, @mgtradio, and @urban1063fm. Presence on social media
platforms like Instagram provides ABC Senior High School Bandung with the
opportunity to interact with audiences directly and deliver up-to-date
information about school activities, achievements, and various school programs.
Collaboration with social media accounts allows the school to utilize visuals,
text, and interactive formats to create engaging content. Advertising through
media partners also includes ads about school activities, student achievement
announcements, and various relevant educational information.
Through partnerships with media partners, ABC Senior High School Bandung can
increase brand awareness among the public and potentially gain support from the
local community.
e)
Advertising
through Facebook Ads, Instagram Ads, and Google Ads. Advertising through
Facebook Ads, Instagram Ads, and Google Ads provides the school access to
highly popular platforms among various age groups, including teenagers who
often use Instagram. Through paid ads on these platforms, ABC Senior High
School Bandung can target audiences based on various demographic, interest, and
behavioral criteria, ensuring that the school's marketing messages reach the
most relevant and potential groups. Advertising through Facebook Ads, Instagram
Ads, and Google Ads creates opportunities for deeper engagement with digital
audiences, expands reach, and builds a larger online community. With a
multi-platform approach, ABC Senior High School Bandung can increase brand
awareness and school attractiveness in the digital realm, while still focusing
on achieving predefined marketing communication goals.
2.
The
second description of sales promotion carried out by ABC Senior High School
Bandung. The marketing communication strategies employed in this marketing
communication mix are as follows:
a)
Promotion
with discounts on School Fee and Admission Fee. There are several payment
elements made by prospective parents of students to enroll their children at
ABC Senior High School Bandung, namely (1) Admission Fee or often referred to
as DPP (Educational Development Fund) or also known as the Initial Fund paid
once for 3 years throughout high school; (2) School Fee or often referred to as
SPP (Educational Development Contribution) or also known as Tuition Fee paid
monthly; (3) Activity Fee or activity fee for one academic year paid annually
in advance; (4) Book Fee or book fee paid annually in advance; (5) Uniform Fee
or uniform fee paid annually in advance or when specific uniforms are needed
only; and (6) Registration Form or registration fee paid once at the beginning.
Considering the urgency and significant amount of these fees, the promotion
offered is on the School Fee and Admission Fee. For the academic year
2024/2025, ABC Senior High School Bandung offers an Early Bird Discount program
for prospective students who register and complete payment by January 28, 2024.
This program offers discounts of up to 40% for the Educational Development Fund
(DPP) and 35% for the Tuition Fee. The DPP is a one-time fee for a three-year
study period. With the promotional program, the DPP fee is reduced to Rp30,000,000 from the normal price of Rp50,000,000. With the
promotional program, the Tuition Fee is reduced to Rp8,385,000
per quarter from the normal price of Rp12,900,000 per quarter.
b)
Promotion
with discounts through a referral program. Promotion through a referral program
is a marketing communication strategy that encourages consumers (in this case,
active students or parents of students enrolled at ABC Senior High School
Bandung) to invite new consumers (prospective students or parents of new
students) to join ABC Senior High School Bandung. This referral program applies
to students and parents who are officially registered or active and can invite
prospective students or parents until the registration process is completed.
The promotion with this referral program offers benefits in the form of receiving
a voucher worth Rp1,000,000 per student. This referral
program creates an organic promotional channel through the network of
registered students and parents. This organic promotional channel can be used
to increase brand awareness, attract new students or parents, and increase new
student admissions. By providing incentives in the form of vouchers, ABC Senior
High School Bandung appreciates those who contribute to expanding the school
community. In addition to providing financial benefits to both referrers and
referees, the referral program can also create stronger bonds within the school
community. By providing opportunities to share positive experiences about ABC
Senior High School Bandung, this program not only serves as a promotional
strategy but also builds positive relationships with students and parents.
c)
Promotion
with scholarships up to 100% for both academic and non-academic paths.
Promotion with scholarships up to 100%, whether through academic or
non-academic paths, is one promotion strategy that can attract the attention of
prospective students or parents with high potential and achievements. These
scholarships can cover various fields, such as academic achievements (e.g.,
Mathematics, Science, or Social Studies) and non-academic achievements (e.g.,
Basketball and Solo Singing). By providing opportunities for prospective
students to obtain scholarships up to 100%, ABC Senior High School Bandung not
only provides access to quality education for high achievers but also creates
opportunities for students who may be financially disadvantaged but have
excellent achievements.
3.
The
third description of Public Relations (PR) activities conducted by ABC Senior
High School Bandung. The marketing communication strategy employed in this PR
communication mix is the PR activity in Road to Give Bandung 2023 in
collaboration with Marriott International. Road To
Give Bandung 2023 is the largest charity run competition in Bandung,
successfully gathering over 1,000 people from various backgrounds to support
charitable causes. This event resulted in donations amounting to Rp125,000,000 to be donated. In this activity, ABC Senior High
School Bandung was one of the main sponsors of the event. PR at ABC Senior High
School Bandung collaborated with the Event Organizer (EO) from Marriott
International. This public relations activity can build a positive image of ABC
Senior High School Bandung in social activities such as charity events. This
can certainly be a positive aspect for the internal community of ABC Senior
High School Bandung because this activity also involves all students and
teachers in actively participating in charitable activities. This can increase
awareness of sharing and strengthen the character of each stakeholder involved.
In addition to this charity event, ABC Senior High School Bandung also became
one of the sponsors of the Perbasi Bandung Cup 2023 event and the Happy
Festival 2023 event with Bandung Zoo at the Sheraton Hotel.
4.
The
fourth description of direct marketing conducted by ABC Senior High School
Bandung. The marketing communication strategy employed in this direct marketing
communication mix is as follows:
a)
Direct
marketing via email. ABC Senior High School Bandung implements direct marketing
strategies via email as part of their marketing communication efforts. In this
direct marketing approach, the school uses email as a communication channel to
reach their target audience, involving students, parents, teachers, and other
relevant parties. In this direct marketing approach, information about various
school activities, student achievements, and important announcements is
conveyed. Emails are also used to remind about important events such as
registrations, exams, and parent-teacher meetings. Moreover, direct marketing
via email is also used as a means to communicate various school initiatives,
extracurricular programs, and special projects involving student participation.
This strategy aims not only to provide information but also to build a strong
relationship between the school, students, and parents. Email is used as a
formal communication tool to enhance stakeholder engagement by inviting them to
participate in school activities and support various programs run by ABC Senior
High School Bandung.
b)
Direct
marketing via chat on WhatsApp application. ABC Senior High School Bandung uses
instant messaging platforms like WhatsApp as a tool for direct marketing. By
utilizing this channel, the school can reach its audience quickly and directly,
including students, parents, teachers, and school staff. Direct marketing via
WhatsApp chat allows ABC Senior High School Bandung to send promotional
messages, announcements, and updates more interactively. The WhatsApp chat
platform provides an opportunity to answer questions or provide support
directly. Students, parents, and other stakeholders can easily communicate with
the school, creating an open and efficient communication channel. The
importance of direct marketing via WhatsApp lies in the speed of information
delivery and the ability to interact directly with the audience. The use of
WhatsApp is perceived as quite effective because it can provide quick feedback
and can monitor progress maximally. The use of WhatsApp at ABC Senior High
School Bandung is also supported by WhatsApp marketing tools.
c)
Direct
marketing via phone calls. ABC Senior High School Bandung implements direct
marketing communication strategies via phone calls as part of the marketing
communication mix. By using phone calls, the school can engage in direct
communication with its audience, such as students, parents, teachers, and
school staff. Direct marketing via phone calls provides benefits in terms of
personalization and deeper interaction. Phone calls can provide more detailed
information, explain the details of school programs, and provide direct
responses to questions or concerns that prospective students or parents may
have.
5.
The
fifth description of personal selling conducted by ABC Senior High School
Bandung. The marketing communication strategy employed in this personal selling
communication mix is as follows:
a)
Personal
selling through Open House events. Open House is a marketing communication
strategy in the form of personal marketing mix. This activity involves ABC
Senior High School Bandung directly explaining to prospective students and
parents, showcasing student achievements and abilities, student testimonials,
and even demonstrating learning activities at the school. The purpose of this
activity is to convey school information directly by providing experiences that
can influence the decision-making process in choosing a school. Additionally,
during this event, consumers can interact and ask questions directly to build
trust in the school services offered. ABC Senior High School Bandung holds Open
House events three times a year, in August, November, and February. In these
events, there are also educational workshops where ABC Senior High School
Bandung invites Ms. Ina Liem, CCDC., MMTIC., DIC, who
is a World Certified Career Direct Consultant and the founder of Jurusanku.com,
with the theme "Journey to The Future." The goal of this occasion is
to provide insight to students, parents, prospective students, and prospective
parents about the latest majors that will be highly demanded in the future.
This is also part of achieving marketing communication in building personal
relationships with consumers.
b)
Personal
selling through exhibitions at PVJ and Ciwalk. During the period from November
2023 to January 2024, ABC Senior High School Bandung participated in two
exhibition events. Firstly, the School Fair exhibition held at Paris Van Java
(PVJ) mall from late October to November 5, 2023. Secondly, the Edufair 2024
exhibition held at Cihampelas Walk (Ciwalk) on January 16-20, 2024. Both
exhibition events are personal marketing communication strategies where the
audience can directly meet with the Public Relations team to inquire about
programs and educational consultations at ABC Senior High School Bandung. This
is done as a step to reach more prospective consumers, introduce the brand more
frequently, and provide services to build communication that can be accessed
not only in the school area.
c)
Personal
selling through online consultation. The impact of online learning during the
Covid-19 pandemic has led to the development of personal marketing systems, one
of which is consultation through virtual meetings, such as through gmeet or
zoom applications. ABC Senior High School Bandung regularly conducts open
consultations for prospective consumers who do not have time to attend school
in person or want to ensure school programs through virtual meetings. In online
consultation activities, the Public Relations team provides flexible
consultation schedules to meet the needs of prospective students and parents.
Prospective consumers can ask questions, discuss student educational needs, and
obtain further information about school programs. This process allows
prospective students and parents to gain a deeper understanding without having
to come directly to the school location.
One indicator of the effectiveness in achieving marketing
communication strategies at ABC Senior High School Bandung is the increase in
the number of new student admissions. The following data shows the addition of
new student admissions at ABC Senior High School Bandung between the academic
years 2023/2024 and 2024/2025 from July 2023 to January 2024.
Table 2 Number of New
Student Enrollment
|
Mont |
New Students Enrollment |
New Students Enrollment SY 2024/2025 |
|
|
Initial Target |
|||
|
July |
|||
|
August |
|||
|
October |
|||
|
December |
|||
|
January |
|||
|
February |
|||
|
March |
|||
|
May |
|||
|
June |
|||
|
Number of Students |
|
Table 2 above shows the number of new student admissions at
ABC Senior High School Bandung from the academic year 2023/2024 to 2024/2025.
Based on the table, in the academic year 2023/2024, it can be seen that
although new student admissions were opened in July 2022, there were no new
student additions until October 2022. This was influenced by various factors,
such as ABC Senior High School Bandung being a new school in Bandung, so
awareness of the school's presence was still very low and generally unknown to
the community. Additionally, it was necessary to build a positive image and
instill trust in the school among the public because there were no graduates
yet. ABC Senior High School Bandung is a branch of GPS Bekasi, but it is still
not widely recognized within the Bandung community, and its quality is not
well-known.
The table also shows that the effect or influence of the
marketing communication strategy used began to be felt after 4 months, but even
then, it did not show a significant increase. The significant increase in new
student admissions occurred in May 2023 and June 2023. The initial student
admission target was based on the school's facilities' capacity to accommodate
students and the number of human resources available at the school. In this
first intake, 124% of the initial target set was achieved, and because the
maximum class size was 25 students per class, two study groups were opened for
the first intake.
In the academic year 2024/2025, it can be seen that in July
2023, 6 students were accepted as new students. This trend continued with
incremental additions, although monthly additions were not definite. As of
January 26, 2024, 31 students had been admitted. This data shows that 62% of
the initial target of 50 students had been fulfilled. Many factors influenced
the increase in the number of new student admissions, such as the experience of
the learning process building trust in the community, the gradual awareness of
the presence of ABC Senior High School Bandung, albeit not significantly, and
other marketing communication strategies simultaneously increasing the number
of new student admissions. This is in line with (Chang,
2015) who states that the success or failure of a
marketing communication strategy in the school environment is evident from the
number of new student admissions. This is also in line with the research by (Afifah
& Wiyani, 2022) which states that the goal of
marketing communication conducted by schools is to attract new students
according to the predetermined quota or target.
The increase in new student admissions is influenced by many
factors, and one of the contributing factors is the marketing communication
strategy used by ABC Senior High School Bandung. In facing the challenge of
building trust and increasing public awareness (brand awareness), ABC Senior
High School Bandung needs to continue and enhance the marketing communication
strategies that have been implemented. One step that can be taken is to
increase school brand awareness through social media, educational exhibitions,
and collaboration with relevant parties in the education sector.
The importance of building a positive image and providing
clear information about the school's advantages is one of the key factors that
can be complemented by effective marketing communication strategies. Testimonials
from students who have studied at ABC Senior High School Bandung, academic
achievements, and the school's outstanding facilities can be the main
attractions in packaging marketing communication strategies.
Based on the marketing communication strategies implemented,
the SWOT analysis is as follows. There are three strengths in the marketing
communication strategy. First, media diversification (Tropp
& Baetzgen, 2022). The use of various communication
channels such as billboards, banners, radio, social media, and email provides
broad coverage and potential to reach various types of audiences. This refers
to the utilization of different media channels to convey messages or
information to the target audience. Media diversification strategy involves
using a combination of different media to achieve specific marketing or
communication goals. Second, participation in social
activities to enhance positive image. Involvement in charity events and
sponsorship of events like Road to Give Bandung can enhance a positive image
and build good relationships with the community. Participation in social
activities, such as charity events and event sponsorships like Road to Give
Bandung, can provide several benefits in the context of marketing communication
strategy objectives, such as; enhancing positive image and reputation because
involvement in charity activities and support for social events can help the
school build a positive image in the eyes of the public. This creates the
perception that the school cares about social issues and is willing to
contribute to the common good. Additionally, social activities provide an
opportunity to engage directly with the community. This creates a relationship
between the school and the local community, builds trust, and creates deeper
connections. Third, ease of access, inquiry, and confirmation of any matter in
influencing consumers to purchase this school's services. This is clearly seen
as one of the impacts of media diversification. Consumers have many
opportunities to access the necessary information very easily and can be done
anywhere, for example, through online consultations, mall exhibitions, or even
through WhatsApp applications.
There are three weaknesses in the marketing communication
strategy. First, the cost involved in the marketing communication mix is very
expensive. Advertising conveyed in the form of billboards is one marketing
communication strategy that requires a considerable amount of money to be
placed in several locations. Additionally, digital ads also require significant
monthly costs. The use of advertising media such as billboards and radio can be
expensive. This can be a barrier especially if marketing funds are limited. By
developing a well-thought-out marketing communication plan, such as identifying
the right target market and planning promotional programs, you can effectively
reach potential students Second, the lack of effectiveness analysis of the
marketing communication strategy used. Many marketing communication strategies
are used by ABC Senior High School Bandung, but there is no efficiency planning
by looking at the effectiveness of the media used. There needs to be an
analysis per item of the marketing communication strategy used. Third, the
achievement of the target market is still not specific. If seen from the school
fees that have been outlined, the target demographic that can afford these
school fees is middle to upper class. This is important to note because the
sustainability of learning in private schools depends heavily on the tuition
fees paid by students, including in the teacher and staff salary system. The
effectiveness of using marketing communication strategies will affect the
achievement of the expected target market. This is in line with (Yoseph
et al., 2020), who states that market segmentation
refers to the process of categorizing the entire market into smaller markets
based on common characteristics related to consumer behavior.
There are two opportunities in the marketing communication
strategy. First, the use of social media to reach a wider
community. The presence of social media as one of the marketing
communication strategies opens up opportunities for direct interaction with
prospective students and parents, as well as building a large online community.
Second, referral programs to expand networks. Referral programs can be an
effective strategy to expand networks and increase the number of new applicants
by providing incentives to students and parents who refer others.
There are two threats in the marketing communication
strategy. First, competition from other competing schools.
Competition in the education market can be challenging, especially if other
schools have effective and strong marketing communication strategies. Second,
changes in government policies. Changes in education policies or government
regulations can affect cost structures and registration processes.
Conclusion
Based
on the discussion presented, it can be concluded that the marketing
communication strategy implemented by ABC Senior High School Bandung in
attracting new students through the marketing communication mix consists of
advertising, sales promotion, public relations, direct marketing, and personal
selling. Advertising efforts span across various platforms including
billboards, banners, radio, and social media channels such as Instagram,
Facebook, and Google. Sales promotions involve discounts on tuition fees,
referral programs, and scholarships. Public Relations activities like Road to
Give Bandung 2023 are also part of the strategy. Direct marketing is conducted
through email, WhatsApp, and telephone, while personal selling occurs at events
like Open House, mall exhibitions, and online consultations. Moving forward,
recommendations for optimizing the strategy include streamlining advertising
funding, assessing the effectiveness of large tuition fee discounts, enhancing
charitable activities for PR, integrating WhatsApp for efficient direct
marketing, and ensuring adequate manpower for personal selling events without
disrupting school operations. Coordination between different teams is crucial
for the successful execution of these recommendations.
REFERENCES
Afifah, I. Z., &
Wiyani, N. A. (2022). Information and Communication Technology Based Education
Marketing Management. Al-Idarah: Jurnal Kependidikan Islam, 12(2),
183–194.
Alexandrescu, M.-B., & Milandru,
M. (2018). Promotion as a form of Communication of the Marketing Strategy. Land
Forces Academy Review, 23(4), 268–274.
Alfathan, M., & Butt, H. J.
(2023). Corporate Social Responsibility Effects on English STIAMI Club Depok,
West Java, Indonesia. Well Testing, 32, 1–10.
Chang, C.-L. (2015). Entrepreneurial
orientation, communication strategies, and new product success: A theoretic
model. Academy of Strategic Management Journal, 14(1).
Clark, M., Fine, M. B., &
Scheuer, C.-L. (2017). Relationship quality in higher education marketing: the
role of social media engagement. Journal of Marketing for Higher Education,
27(1), 40–58.
Cortez, R. M., & Johnston, W. J.
(2020). The Coronavirus crisis in B2B settings: Crisis uniqueness and
managerial implications based on social exchange theory. Industrial
Marketing Management, 88, 125–135.
Espeland, W. N., Sauder, M., &
Espeland, W. (2016). Engines of anxiety: Academic rankings, reputation, and
accountability. Russell Sage Foundation.
Farahdiba, D. (2020). Konsep dan
strategi komunikasi pemasaran: perubahan perilaku konsumen menuju era disrupsi.
Jurnal Ilmiah Komunikasi Makna, 8(1), 22–38.
Heath, D., Maghrabi, R., & Carr,
N. (2015). Implications of information and communication technologies (ICT) for
school-home communication. Journal of Information Technology Education:
Research, 14.
Jones, B., Dillman, K., Tang, R.,
Tang, A., Sharlin, E., Oehlberg, L., Neustaedter, C., & Bateman, S. (2016).
Elevating communication, collaboration, and shared experiences in mobile video
through drones. Proceedings of the 2016 ACM Conference on Designing
Interactive Systems, 1123–1135.
Krizanova, A., Lăzăroiu,
G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D.
(2019). The effectiveness of marketing communication and importance of its
evaluation in an online environment. Sustainability, 11(24),
7016.
Rizania, R., Timur, F. G. C., &
Sutanto, R. (2023). The Role of Teachers in Facing Radicalism Threats at
Al-Kautsar Labschool Middle School, Bandung. International Journal Of
Humanities Education and Social Sciences, 3(3).
Shawyun, T. (2016). Strategic
planning as an essential for quality assurance. Journal of Institutional
Research in South East Asia, 14(1), 42–70.
Tropp, J., & Baetzgen, A. (2022).
Wider, Deeper, More Oblique: Diversification of Media Company. In Handbook
of Media and Communication Economics: A European Perspective (pp. 1–26).
Springer.
Yoseph, F., Ahamed Hassain Malim, N.
H., Heikkilä, M., Brezulianu, A., Geman, O., & Paskhal Rostam, N. A.
(2020). The impact of big data market segmentation using data mining and
clustering techniques. Journal of Intelligent & Fuzzy Systems, 38(5),
6159–6173.