Rebranding Strategies for Educational Institutions: A Case Study of SMP Muhammadiyah 2 Kartasura

Jordan Amran Dzikrillah; Mochamad Yunus Ariansyah; Jihan Al Hanin; Sirly Amria  Rosyadah; Sayida Abqaria Fairuz; Purnomo Purnomo

doi:10.55681/jige.v6i2.3712

Authors

Jordan Amran Dzikrillah Universitas Islam Negeri Salatiga, Salatiga, Indonesia
Mochamad Yunus Ariansyah Universitas Islam Negeri Salatiga, Salatiga, Indonesia
Jihan Al Hanin Universitas Islam Negeri Salatiga, Salatiga, Indonesia
Sirly Amria Rosyadah Universitas Islam Negeri Salatiga, Salatiga, Indonesia
Sayida Abqaria Fairuz Universitas Islam Negeri Salatiga, Salatiga, Indonesia
Purnomo Purnomo Universitas Islam Negeri Salatiga, Salatiga, Indonesia

DOI:

https://doi.org/10.55681/jige.v6i2.3712

Keywords:

SMP Muhammadiyah 2 Kartasura, Strategy, Rebranding, School Branding, Educational institutions, Management, education

Abstract

SMP Muhammadiyah 2 Kartasura is one of the schools that successfully increased student enrollment by 300% in the past year after appointing a new principal. This significant transformation was driven by the new principal's rebranding efforts, which introduced various modern initiatives across multiple aspects of the school to create a more distinct, appealing, and competitive image. This research employs a qualitative approach with a case study method, gathering data through interviews, observations, and documentation to analyze the impact of these strategic changes. This study SMP Muhduta, the rebranding strategies M implemented to increase student enrollment and enhance the school's image, making it more positive, attractive, and high-quality. The findings show that the school achieved notable success in rebranding initiatives critical, including scholarship programs for orphans and underprivileged students, providing each student with a laptop to support digital learning, organizing monthly outing classes to promote experiential education, a “one-student-one-medal” program to encourage individual achievement, and the distribution of 1,000 proposals to generate interest, community involvement, and funding support. These efforts collectively contributed to a revitalized school image. They strengthened public interest, illustrating the critical role of strategic rebranding in boosting school appeal, building trust, and encouraging broader community participation in education.

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