Innovation Of Digital Marketing Strategies For Islamic Boarding School Brand Awareness

Abstract

General Background In the contemporary digital era, Internet integration is essential for organizational visibility and competitive advantage, significantly revolutionizing marketing communication within educational institutions. Specific Background Ar Rohmah Putri Islamic Boarding School in Malang has shifted from conventional marketing methods to an extensive digital marketing strategy initiated in 2020 to actively recruit and engage prospective students and their parents. Knowledge Gap Although previous studies frequently explore digital marketing in profit-driven businesses, comprehensive qualitative analyses detailing multi-platform digital strategies specifically designed to build brand awareness for Islamic boarding schools remain highly limited. Aims This study analyzes the role of digital transformation in marketing strategies to enhance brand awareness at Ar Rohmah Putri Islamic Boarding School Malang. Results Employing a qualitative phenomenological approach using observations, in-depth interviews, and documentation, the research found that the digital marketing strategy is systematically planned and collaboratively executed by the public relations and content creator teams. The strategy actively utilizes Instagram, YouTube, TikTok, WhatsApp Channels, Facebook Ads, and an SEO-optimized website to disseminate Islamic values, alumni testimonials, and student achievements. This comprehensive approach successfully increased social media followers by 15-20% and significantly boosted audience engagement and website traffic during enrollment periods. Novelty This research specifically maps the architectural fusion of multi-platform digital marketing with authentic Islamic values, demonstrating how non-profit boarding schools can competitively elevate institutional brand awareness. Implications Islamic educational institutions must strategically invest in dedicated public relations personnel and maintain consistent, high-quality digital content across multiple platforms to successfully expand their audience reach and build sustainable public trust. Highlights: Multi-platform digital marketing significantly increases institutional brand awareness, boosting social media followers by 15-20%. Integrating authentic Islamic values with student testimonials on social media successfully builds strong parental trust. Successful digital marketing execution requires structured collaboration between dedicated public relations teams and content creators. Keywords: Digital Marketing Innovation, Brand Awareness, Social Media, Islamic Boarding School, Educational Transformation