FORMULATING AN INTEGRATED MARKETING PLAN: LEVERAGING STP-BASED DIGITAL BRANDING TO ENHANCE THE ATTRACTIVENESS AND INSTITUTIONAL IMAGE OF EARLY CHILDHOOD EDUCATION CENTERS

Abstrak

This study aims to analyze the formulation of an integrated marketing plan and the implementation of Segmenting, Targeting, and Positioning (STP) marketing strategies combined with the utilization of digital media to enhance the institutional image and attractiveness of PAUD Sekolah Alam Ungaran (PAUD Saung). This study employed a descriptive qualitative approach, with data collected through interviews, classroom observations, and documentation. The findings reveal that PAUD Saung has naturally implemented the core elements of the STP framework, establishing a strong positioning as a nature-based early childhood education institution that emphasizes outdoor learning. Although the institution benefits from strong social capital through active parental collaboration and positive word-of-mouth promotion, it faces considerable challenges in managing digital marketing activities. The official social media account dedicated to the PAUD unit has remained inactive for the past two years due to marketing activities being centralized at the foundation level, while documentation of daily educational activities is limited to internal communication groups. Although periodic evaluations indicate that student enrollment has remained stable, the study recommends adopting a more structured marketing strategy through active, consistent, independent, and integrated social media management at the institutional level to strengthen its public image and ensure sustainable institutional branding.