Integrated Marketing Communication Strategies to Attract Prospective Students
DOI:
https://doi.org/10.63738/al-ard.v2i4.45Keywords:
Integrated Marketing Communication, Educational Institutions, New Student InterestAbstract
Fierce competition in the world of education encourages educational institutions to continue to innovate in digital marketing strategies. Communication is the key to the success of marketing educational services. The implementation of Integrated Marketing Communication (IMC) in educational institutions is an important thing to be carried out, especially to attract new students in the midst of increasingly fierce competition. This study aims to analyze the application of integrated marketing communication in increasing the interest of prospective students and strengthening the image of educational institutions in the eyes of the public. The method used in this study is literature review, by examining various literature sources such as scientific journals and articles relevant to the research topic. The results of the study show that the implementation of IMC both through social media and direct promotion is consistently able to create messages that are easy to understand by prospective students and parents. Good communication integration has been proven to increase public trust, strengthen the attractiveness of institutions, and optimize the number of new student enrollments. The implication of this research is the importance of educational institutions to develop an integrated and sustainable promotion scheme.
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