Aktivitas promosi digital marketing dalam upaya mempertahankan brand image pada sekolah HighScope Indonesia = Digital marketing promotion activities in efforts to maintain the brand image in high scope Indonesia

Amir, Muhammad Dyandro (2020) Aktivitas promosi digital marketing dalam upaya mempertahankan brand image pada sekolah HighScope Indonesia = Digital marketing promotion activities in efforts to maintain the brand image in high scope Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand image merupakan hal yang tidak dapat terlihat namun menjadi begitu penting untuk organisasi, perusahaan ataupun institusi. Semua perusahaan ingin memiliki image yang baik termasuk HighScope Indonesia. Saat ini semua sekolah SPK sedang berusaha untuk membedakan dirinya dari satu dan lain. Sekolah SPK atau Satuan Perjanjian Kerjasama yang menggabungkan kurikulum pendidikan Indonesia dan internasional meningkat setiap tahunnya. Meningkatnya jumlah sekolah SPK membuat persaingan antar sekolah semakin rumit dan kompleks. HighScope Indonesia merupakan salah satu pelopor sekolah SPK yang sudah didirikan sejak tahun 1996, namun walaupun sudah berdiri selama 23 tahun, image dan citra merek masih belum dapat tersampaikan secara tepat. Melihat hal tersebut sekolah harus mulai merubah bagaimana perusahaan berinteraksi dengan konsumennya. Terutama dengan adanya milenial yang hadir sebagai konsumen baru, sekolah harus mulai menyesuaikan bagaimana memasarkan produk atau jasanya kepada segmentasi baru. Oleh karen itu sekolah harus mulai menerapkan pemasaran digital untuk dapat beradaptasi dan tidak kalah saing dengan sekolah lainnya. Dengan menggunakan pemasaran digital, penggunaan berbagai strategi media sosial seperti content-seeding, real-time marketing, video marketing, influencer marketing dan penerapan paid, owned dan earned media diharapkan dapat mempertahankan citra atau brand image Sekolah HighScope Indonesia./Brand image is something that cannot be seen but becomes so important for organizations, companies or institutions. All companies want to have a good image, including HighScope Indonesia. At present all SPK schools are trying to differentiate themselves from one another. SPK Schools or Satuan Perjanjian Kerjasama which combine Indonesian and international education curriculum are increasing every year. The increasing number of SPK schools makes competition between schools more stringent and complex. HighScope Indonesia is one of the pioneers of SPK schools that have been established since 1996, but even though it has been established for 23 years, the brand image still cannot be conveyed properly. Seeing this, schools must begin to change how companies interact with consumers. Especially with millennials present as new consumers, schools must start adjusting how to market their products or services to new segments. Therefore, schools must start implementing digital marketing to be able to adapt and compete with other schools. By using digital marketing, the use of various social media strategies such as content-seeding, real-time marketing, video marketing, influencer marketing and the application of paid, owned and earned media are expected to maintain the brand image of the HighScope Indonesia School.

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