Effective Strategies in School Promotional Management: A Case Study at MTs Al Kautsar Yogyakarta

Abstract

This research aims to analyze the promotional management activities related to (1) Planning, (2) Organizing, (3) Implementing, and (4) Supervising carried out at MTs Al Kautsar Yogyakarta. The research employs a qualitative approach with a case study methodology. The subjects of the research include the foundation, school principals, teachers, and students. Data collection was conducted through interviews and documentation, while data validity was ensured using triangulation. The data analysis involved three stages: data reduction, data presentation, and verification. The results of this research are as follows: 1) Planning: School promotion planning begins with an analysis conducted by the KS to determine the goals and budget, which are then submitted to the foundation. The final meeting, attended by the foundation, school principals, and senior teachers, involves determining promotional strategies, media, and techniques. The school targets are then implemented by senior teachers. A reduction in funds occurred because the school did not have a sponsor. The outcomes of the promotional meeting were documented in minutes. 2) Organizing. The foundation initiates the organizing process by selecting teams based on seniority. Information about activities is conveyed verbally, and there is no official decree regarding the structure or duties of each member. 3) Implementing: Door-to-door promotional activities are conducted directly at schools and other locations by distributing brochures. 4) Supervising: The foundation supervises the entire process, starting with planning by making decisions on goals and budgets, organizing by selecting a core team, and implementing by monitoring promotional activities.