Digital Branding and Marketing Strategy ABA Kindergarten Mancasan Ambarketawang, Batu Gamping, Yogyakarta

Abstract

Abstract. The target partner for community service is the ABA Mancasan Ambarketawang Kindergarten School, Gamping, Yogyakarta. Target partners need to carry out school branding and improve skills for HR in strengthening the ability to use information technology, especially skills in using social media as a means of school communication with the target audience of student parents. The problems of target partners are still low HR capabilities in using IT and a lack of school facilities that support digital promotion. The purpose of this service activity is: 1) to help partners strengthen school branding; 2) to improve HR skills so that they are able to utilize social media Instagram, Facebook, and YouTube as a means of marketing communication; and 3) to increase understanding of the importance of school financial management. The method used was Focus Group Discussion; The training was attended by teachers and principals. Results of the training: 1) participants understand the importance of marketing for schools through branding strategies using the 3C approach (visual identity, value identity, and communication identity), as well as understanding consumer behavior through the 5A concept (aware, appeal, ask, action, advocate); 2) the results of the participants' digital marketing practices have been able to create their school accounts on social media, currently have Instagram, Facebook, and YouTube channel accounts; and 3) participants, especially school principals, increase their knowledge about the importance of financial management in schools. The output of the service program is in the form of published articles in journals, publications in the mass media, and video documentation of community service activities.