Filadelfia School’s Marketing Communication Strategy in Attracting New Students

Hervina Ramadhani

2017

Abstract

Filadelfia School is a private religious school in Surabaya that teaches in the national language and two others. This research explored the integrated marketing communication strategyused by Filadelfia School to attract new students each year. The method used was descriptive analysis with a qualitative approach because the case was dynamic and still evolving. The data was collected through observations, interviews, and documentation. The informants were selected based on relation to research. Promotions and word of mouth are two of the five strategies that manage to attract parents and students to Filadelfia School, based on the information obtained. The promotions used include exhibitions and performing arts events. Word of mouth is used via presentation sat other schools and by providing individuals with brochures to share with their parents and friends.

Paper Citation

in Harvard Style

Ramadhani H. (2017). Filadelfia School’s Marketing Communication Strategy in Attracting New Students.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 263-265. DOI: 10.5220/0007327702630265

in Bibtex Style

@conference{ipcomc17,
author={Hervina Ramadhani},
title={Filadelfia School’s Marketing Communication Strategy in Attracting New Students},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={263-265},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007327702630265},
isbn={978-989-758-337-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - Filadelfia School’s Marketing Communication Strategy in Attracting New Students
SN - 978-989-758-337-7
AU - Ramadhani H.
PY - 2017
SP - 263
EP - 265
DO - 10.5220/0007327702630265