IMPLEMENTATION OF THE INNOVATIVE PROMOTIONAL STRATEGY OF THE UNIVERSITAS PERSATUAN GURU 1945 NTT (TEACHERS UNION UNIVERSITY 1945 NTT)

Abstract

Universitas Persatuan Guru 1945 NTT is committed to increasing the number of new
students with a target of 1000 registrants in the 2024-2025 academic year. This study aims to
evaluate the implementation of innovative promotional strategies that can support the
achievement of this target. The methodology used includes a SWOT analysis to identify the
strengths, weaknesses, opportunities, and threats faced by the university, as well as surveys and
interviews with prospective students and stakeholders to collect data on the effectiveness
of various promotional strategies. The results of the study indicate that an integrated
promotional approach, including digital marketing, partnerships with schools, and improving
the prospective student experience, has proven effective in increasing the university's
attractiveness. The main challenges identified include budget constraints, lack of brand
awareness, and competition with other educational institutions. To address these challenges,
proposed solutions include increasing budget allocation for digital promotion, developing
scholarship programs, and strengthening the university's brand through creative marketing
campaigns. This study provides strategic recommendations for more effective promotional
implementation, to help UPG 1945 NTT achieve its new student enrollment target and strengthen
its position as a center of excellence in NTT. The findings also provide valuable insights for
other educational institutions facing similar challenges in attracting new students.