STRATEGI BRANDING SEKOLAH DALAM MENINGKATKAN ANIMO SISWA DAN AWARENESS MASYARAKAT

Abstract

School branding is still being discussed among the public, especially when they enter the school search period for their sons and daughters. This study aims to describe the strategy of branding schools in order to increase student interest and community awareness. This research belongs to the type of descriptive qualitative research using the literature study method. The data analysis technique was carried out in a qualitative descriptive. The results of the study show that the school's branding strategy that can increase student interest and community awareness includes: 1) improving quality management, both school accreditation and ISO quality management; 2) improve the quality of learning output and learning outcomes, such as improving student achievement, teachers, schools, and alumni; 3) create interesting jargon, 'tagline', or slogans which are then realized with school programs; 4) develop superior programs that characterize the school; 5) organize programs to support the school's vision and mission; 6) organize a new student selection program as well as a promotion event; 7) improve the excellent service of educators and education personnel; 8) strengthen school cooperation with the community, fellow schools, and other agencies; 9) increase the selling point of schools through the intensity of uploads of every school event in online and offline media. Things to avoid in promoting school branding include: 1) highlighting a 'brand' that is not in accordance with the school's or is not in accordance with the 'market needs'; 2) the use of the usual name/visual brand, let alone copying ideas from other schools; 3) intensive promotion of educational units without being balanced by improving the quality of the schools being promoted. The urgency of this study is to add to the repertoire of knowledge and to enrich insights, especially regarding good, superior, and high-achieving school management considering that the competition between schools is currently getting tougher.