Strategi Komunikasi Pemasaran Dalam Konten Education Marketing Di Platform Media Sosial

Abstract

Abstract : Advances in digital technology have encouraged early childhood education institutions to utilize social media as a marketing communication tool that is not only promotional but also educational. Starland Preschool and Kindergarten, through its Instagram account @starlandvaganza, uses educational marketing content to convey information about its programs, learning activities, parenting tips, and educational values to parents as its primary audience. This study aims to identify the marketing communication strategies within the educational marketing content on the @starlandvaganza Instagram account. The study employs a qualitative method using a case study approach. Data was collected through in-depth interviews with the Starland Preschool and Kindergarten Marketing Team and parents of students, observations of Instagram content activities, as well as documentation in the form of content plans, posts, and data insights. The results indicate that marketing communication strategies are implemented through a combination of educational, promotional, entertaining, testimonial, and persuasive content. The content creation process is systematically organized via a monthly content plan and four content pillars: educate, entertain, inspire, and convince/enlighten. Challenges include shifting social media trends, low engagement with educational content, limited resources, and difficulties in measuring content impact. Instagram was chosen as the primary platform because it is visual, credible, interactive, and aligned with the target audience. These findings underscore Instagram’s role in fostering information sharing, interaction, and parental trust in the educational institution.

Abstrak : Perkembangan teknologi digital mendorong lembaga pendidikan anak usia dini memanfaatkan media sosial sebagai sarana komunikasi pemasaran yang tidak hanya bersifat promosi, tetapi juga edukatif. Starland Preschool and Kindergarten melalui akun Instagram @starlandvaganza menerapkan konten education marketing untuk menyampaikan informasi program, aktivitas pembelajaran, tips parenting, serta nilai edukatif kepada orang tua sebagai audiens utama. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran dalam konten education marketing di akun Instagram @starlandvaganza. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam dengan Tim Marketing Starland Preschool and Kindergarten dan orang tua murid, observasi terhadap aktivitas konten Instagram, serta dokumentasi berupa content plan, unggahan, dan data insight. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran dilakukan melalui perpaduan konten edukatif, promosi, hiburan, testimoni, dan pesan persuasif. Proses konten disusun secara sistematis melalui content plan bulanan dan empat pilar konten, yaitu educate, entertain, inspire, dan convince/enlighten. Hambatan yang dihadapi meliputi perubahan tren media sosial, rendahnya engagement konten edukatif, keterbatasan sumber daya, dan kesulitan mengukur dampak konten. Instagram dipilih sebagai media utama karena visual, kredibel, interaktif, dan sesuai target audiens. Temuan ini menegaskan peran Instagram dalam membangun informasi, interaksi, dan kepercayaan orang tua terhadap lembaga pendidikan tersebut.