Student shortages are still a challenge for many schools, both private and public. In the current period of accepting new students, schools are starting to massively implement promotional strategies.
However, according to Lina Wijayanti, teacher and Deputy Director for Education at the Alkhairiyah Surabaya Foundation, schools need to develop added value (added value) which is conveyed to the public if the promotional efforts are to be successful.
This cannot only be done during the period of accepting new students but consistently throughout the year.
“This added value is how we balance it quality in fact and quality in perception,” explained Lina webinar "The Secret to Successfully Accepting New Students" which is a learning network Independent Leaders Festival by Kampus Pemimpin Merdeka recently.
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Quality in fact is what the school actually owns and produces. For example, performance standards, accreditation, graduation rate, physical facilities, and teaching quality. Whereas quality in perception is how society evaluates schools.
School Competitiveness Strategy: Positioning, Differentiation, and Branding
To balance quality in fact and quality of perception, Schools need to pay attention to three things, namely: positioning, differentiation, and branding.
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Positioning
Positioning is a school's way of placing itself in the eyes of the community, especially prospective students and parents. There are at least three questions that need to be reflected on to be able to determine positioning.
The three questions are:, (1) what are the main strengths of the school? (2) what kind of image the school wants to instill in society?, and (3) who is the school's main target??
“From the answer we can conclude positioningNya. For example, the school I went to was a STEAM school which encouraged creativity and innovation, Every year there is a STEAM festival,said Lina.
“When identifying, Write down all the results first brainstormingNya, who knows, maybe there will be an evaluation along the way, that's okay,he continued.
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2. Differentiation
Through differentiation, the school shows uniqueness until there is added value compared to other schools.
Several things that schools need to answer to determine differentiation are: (1) what innovative academic programs it has? (2) what learning approach is used? (3) what are the learning support facilities?? (4) what extracurricular programs are superior?, and (5) what is the student guidance and counseling system??
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“Excellent programs such as offering blended-learning. If it's my school, Because positioningit is an Islamic school, then the superior program supports this, namely Ubudiyah and Al-Quran Everyday,explained Lina.
3. Branding
After determining positioning and differentiation, It's time for schools to do branding. Branding is a communication process in order positioning and the school's differentiation is conveyed to the public, thereby forming a positive perception.
There are several components of school branding, namely (1) visual identities such as logos to school uniforms, (2) the message and value conveyed through the tagline, (3) reputation and testimonials,(4) promotional activities via social media, open house, and participation in competitions, and (5) positive effect.
All School Residents Are Involved
At the end of the webinar, Lina confirmed, Success in building perception in the eyes of the community needs to be done consistently by all school members.
"No one is spared to broadcast out. All teachers and even staff receive training and assistance. For example, our tagline is the Al Quran generation, then the teacher also needs to have these qualities,explained Lina.
“Or the school's branding joyful, then we need to monitor in learning, what is missing?? Don't let the branding be like that, but apparently not,” he concluded. (Yosi)
This coverage was previously published in April 2025.
