Strategi Komunikasi Pemasaran Airy School dalam Membangun Brand Image Sebagai Spesialis Dokumentasi Sekolah di Pasuruan

Abstract

This study investigates the marketing communication strategies employed by Airy School in establishing its brand image as a specialized provider of school documentation services in Pasuruan. In a crowded creative industry dominated by general retail photography, many local educational institutions lack standardized, high-quality visual documentation due to fragmented project execution and limited market awareness. Building a clear specialized brand identity is therefore critical to earning institutional trust within bureaucratic school environments. Using a qualitative descriptive approach, data were gathered through in-depth interviews with Airy School's owner, marketing personnel, operational staff, and school clients, supplemented by field observations and document analysis. The analytical framework integrates Kotler and Keller's Marketing Communication Mix with Keller's Customer-Based Brand Equity (CBBE) model. The findings reveal that Airy School effectively executes an Integrated Marketing Communications (IMC) strategy, with personal selling serving as the most dominant and decisive channel to navigate school bureaucracies. Educational presentation tactics, value-driven all-in-one project structures, and interactive digital marketing successfully demonstrate perceived quality and operational reliability. Consequently, this approach constructs strong, favorable, and unique brand associations across the brand attribute, benefit, and attitude dimensions of the CBBE pyramid. This research underscores the importance of service specialization and consultative communication in transforming routine educational documentation into a strategic visual branding asset, offering a practical model for creative agencies operating in business-to-business regional markets.