THE STRATEGIES OF EDUCATION MARKETING FOR NEW STUDENT ENROLLMENT POST THE COVID-19 PANDEMIC ATLOKON ST HIGH SCHOOL NIKOLAUS, TOMOHON

Abstract

This study aims to explore effective educational marketing strategies to boost the enrollment of new students in the post-COVID-19 pandemic era at SMA Lokon St. Nikolaus Tomohon. The research employs a qualitative approach and involves subjects such as the Vice Principal of Student Affairs, the Admissions Committee, and teachers. Data is collected through observations, interviews, and document analysis, further verified through triangulation techniques. The results reveal that the implementation of the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) plays a significant role in increasing the enrollment of new students at SMA Lokon St. Nikolaus Tomohon. Outstanding educational quality (Product) and competitive pricing (Price) are crucial factors. Effective placement (Place) and creative promotion (Promotion) also have a positive impact. The involvement of people, both teachers and the admissions committee (People), along with transparent enrollment processes (Process) and physical evidence of educational quality (Physical Evidence), are key components in the success of this strategy. The implications of this study are that SMA Lokon St. Nikolaus Tomohon has successfully adapted effective educational marketing strategies to address the challenges of new student enrollment in the post-pandemic era. As a result, the school can sustain its existence amidst the dynamic educational landscape. The research findings also provide valuable insights for other schools and educational institutions to increase new student enrollment and maintain educational quality.