Proposed Marketing Strategy to Increase Parents’ Enrollment for Inclusive School (Case Study: Alfa Centauri Primary School)

Abstract

Education is essential for all human beings with noble goals individually, namely to increase the standard and quality of life, and collectively, to contribute socially to a more prosperous society. An important role is held by formal educational institutions with a set of facilities that they have for the quality of educational services provided to all their students. Elementary schools which are the first and main level of education need to ensure that the quality of services they provide from all aspects can contribute significantly to all students. The concept of inclusiveness which is a friendly service concept for all people is a trend and a special attraction in the world of education today. Educational institutions (including inclusive primary schools) that require financial stability require good business execution to survive facing competition in the market. Alfa Centauri Primary School, which is one of the players in the industry, feels the intense competition within it. For the last six years, Alfa Centauri Primary School has not been able to meet the quota of students they receive, so it can be said that their performance is still not optimal. It is necessary to improve, evaluate and form a good marketing strategy to be able to get consumers, where the actual consumers are parents of students. This study uses qualitative and quantitative approaches in data collection and processing. The analysis boils down to two perspectives, internal analysis using marketing mix analysis, STP, and VRIO; as well as external analysis using competitor analysis, Porter’s Five Forces, PESTLE, and customer analysis. There are findings in the customer analysis that the school environment and school accessibility are two things that influence parents’ enrollment intentions in sending their children to inclusive private elementary schools. Optimizing social media, strategic collaboration, providing shuttle services, optimizing personalization-based learning, creating a comfortable learning environment, and utilizing activities outside the classroom are marketing strategies formulated in this study to increase the number of registrants from Alfa Centauri Primary School.