IMPLEMENTASI PROGRAM MARKETING SCHOOL BOOTCAMP DALAM MEMFASILITASI SEKOLAH UNTUK MENINGKATKAN BRANDING & MARKETING SEKOLAH

(Studi Kasus di Kuanta Indonesia Surabaya)

IMPLEMENTATION OF SCHOOL BOOTCAMP MARKETING PROGRAM IN FACILITATING SCHOOLS TO IMPROVE SCHOOL BRANDING AND MARKETING

(Case Studi in Kuanta Indonesia Surabaya)

Penelitian ini bertujuan untuk mendeskripsikan implementasi Program Marketing School Bootcamp dalam memfasilitasi sekolah meningkatkan branding dan marketing, mengidentifikasi faktor pendukung dan penghambat pelaksanaan program, serta mengetahui dampak program terhadap peningkatan branding dan marketing pada sekolah. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa implementasi Program Marketing School Bootcamp dilaksanakan secara terstruktur melalui tahapan pelatihan intensif, penyusunan edumarketing plan, serta pendampingan pasca-program. Faktor pendukung pelaksanaan program meliputi antusiasme dan keterlibatan aktif peserta, fasilitas pelatihan yang memadai, sistem pendampingan pasca kegiatan dan komitmen sekolah. Sementara itu, Faktor pendukung pelaksanaan program meliputi minimnya pemahaman tentang program, pemasaran program yang kurang efektif dan adaptasi terhadap strategi digital marketing. Dampak dari implementasi Program Marketing School Bootcamp ditunjukkan dengan peningkatan jumlah peserta didik baru, peningkatan pemahaman dan kapasitas strategi pemasaran serta peningkatan citra sekolah di mata masyarakat. Program Marketing School Bootcamp efektif dalam membantu sekolah menyusun strategi pemasaran yang sistematis, sehingga mampu meningkatkan daya saing lembaga pendidikan di tengah persaingan yang semakin kompetitif.

Kata Kunci: Implementasi Program, Bootcamp, Branding Sekolah, Marekting Sekolah

This research aims to describe the implementation of the Marketing School Bootcamp Program in facilitating schools to improve branding and marketing, identify the supporting and inhibiting factors of program implementation, and determine the impact of the program on improving branding and marketing at schools. This research uses a qualitative approach with a case study method. Data collection techniques were conducted through interviews, observations, and documentation studies. The results showed that the implementation of the Marketing School Bootcamp Program was carried out in a structured manner through the stages of intensive training, preparation of edumarketing plans, and post-program assistance. Supporting factors for the implementation of the program include the enthusiasm and active involvement of participants, adequate training facilities, post-activity mentoring system and school commitment. Meanwhile, the supporting factors of program implementation include the lack of understanding of the program, ineffective program marketing and adaptation to digital marketing strategies. The impact of the Marketing School Bootcamp Program implementation is shown by the increase in the number of new students, increased understanding and capacity of marketing strategies and improved school image in the eyes of the community. The Marketing School Bootcamp Program is effective in helping schools develop systematic marketing strategies, so as to increase the competitiveness of educational institutions in the midst of increasingly competitive competition.

Keywords: Program Implementation, Bootcamp, School Branding, School Marketing