Pemberdayaan Guru PAUD melalui Optimalisasi Digital Marketing untuk Penguatan Branding Sekolah: Program Pengabdian di KB-TKIT Rumah Pelangi Kota Batu

Abstract

This community service program aims to enhance the capacity of teachers at KB-TKIT Rumah Pelangi, Kota Batu, in utilizing digital marketing strategies to strengthen the school's branding. Using a Participatory Action Research (PAR) approach, the activities involved needs assessment, training in social media content creation, website optimization, and regular mentoring sessions. The main issues identified were the teachers' limited skills in digital marketing techniques and school branding, which impacted the effectiveness of student enrollment campaigns. The results show that after the intervention, teachers were able to produce more attractive and informative digital content, manage social media platforms more professionally, and significantly improve the institution's public image. Additionally, there was a notable increase in promotional activities, both in quantity and quality, as evidenced by higher engagement rates on the school's digital platforms. This program demonstrates that empowering human resources at the school level through practice-based training can produce tangible impacts on the development of early childhood education institutions. It is hoped that this model can be replicated by other schools facing similar challenges in an increasingly competitive educational environment.