Management Strategies in Educational Promotion to Increase Student Enrollment at SMK Bahari Cilegon Abadi, Cilegon

This study aims to analyze the effectiveness of promotional marketing strategies in increasing student enrollment at SMK Bahari Cilegon Abadi. Using a qualitative descriptive approach, data were collected through observation, in-depth interviews, and documentation to obtain a comprehensive understanding of the school’s promotional activities. The findings reveal that the institution implements four main strategies: personal selling, through school visits (Road to School programs) to build relationships with junior high schools; mass selling, via brochures, banners, and social media advertising; sales marketing, emphasizing excellent service and a positive first impression for prospective students and parents; and public relations, by establishing partnerships with industries and community organizations. Additionally, digital platforms such as TikTok, YouTube, Instagram, Facebook, and the school’s official website play a crucial role in expanding the school’s visibility and reputation. Other supporting strategies include providing scholarships, organizing inter-school competitions, and showcasing student projects to attract new learners. The study concludes that an integrated and consistent promotional strategy combining both online and offline approaches significantly enhances public awareness, builds trust, and contributes to maintaining stable student enrollment levels at SMK Bahari Cilegon Abadi.