PENGEMBANGAN SCHOOL AESTHETIC BRANDING MELALUI INSTAGRAM FEED UNTUK MENINGKATKAN MINAT CALON SISWA DI SMK RAUDHATUL MU’AWANAH

Aditia Juliana Kurnia; Ely Anitasi; Gilang Permana

Authors

Aditia Juliana Kurnia Universitas Pamulang Author
Ely Anitasi Universitas Pamulang Author
Gilang Permana Universitas Pamulang Author

Keywords:

Aesthetic Branding, Instagram, Digital Marketing, Islamic Branding, Citra Sekolah

Abstract

ABSTRAK

Jaman sekarang, teknologi benar-benar punya pengaruh besar di dunia pendidikan. Salah satunya, bikin sekolah makin dikenal lewat brand awareness, tujuannya jelas, menarik perhatian calon siswa baru. Instagram jadi salah satu platform andalan. Anak-anak remaja udah pasti nggak asing lagi sama Instagram, dan media ini memang cocok banget buat membangun identitas atau ciri khas sekolah supaya makin dilirik. Tapi faktanya, masih banyak sekolah yang belum benar-benar maksimal pakai aplikasi ini, jadi citra sekolah mereka kurang tereksplorasi masyarakat, apalagi di kalangan remaja. Karena itu, ada kegiatan Pengabdian Kepada Masyarakat (PKM) di SMK Raudhatul Muawanah. Fokusnya, mengembangkan school aesthetic branding lewat pelatihan, pendampingan, dan evaluasi kualitas feed Instagram. Target utamanya jelas: bikin remaja makin tertarik sekolah di sana. Caranya, ada beberapa tahapan, mulai dari observasi awal, analisis kebutuhan branding, penyusunan materi, pendampingan, sampai evaluasi pakai pre-test dan post-test, plus analisis insight Instagram. Hasilnya, peserta jadi jauh lebih ngerti soal estetika digital, konsistensi visual, dan gimana memasukkan nilai-nilai Islam ke dalam desain. Akun Instagram sekolah pun berubah total feed-nya jadi lebih rapi, profesional, dan visualnya seragam. Engagement rate naik 45%, jumlah followers juga bertambah 27% cuma dalam dua minggu setelah program berjalan. Dari sini kelihatan, aesthetic branding dengan sentuhan nilai Islam itu ampuh banget buat ningkatin citra profesional sekolah dan menarik minat calon siswa. Pendekatan visual yang konsisten di platform digital juga bikin positioning sekolah makin kuat di tengah persaingan dunia pendidikan zaman sekarang.

Kata Kunci : Aesthetic Branding, Instagram, Digital Marketing, Islamic Branding, Citra Sekolah.

ABSTRACT

Today, technology has a significant impact on the world of education. One way to do this is by increasing school recognition through brand awareness. The goal is clear: attracting the attention of prospective new students. Instagram is one of the main platforms. Teenagers are certainly familiar with Instagram, and this platform is perfect for building a school's identity and distinctive character to attract more attention. However, many schools have not fully utilized this application, resulting in a less well-known image, especially among teenagers. Therefore, a Community Service (PKM) activity was held at SMK Raudhatul Muawanah. The focus was on developing the school's aesthetic branding through training, mentoring, and evaluating the quality of its Instagram feed. The ultimate goal was clear: increasing teenagers' interest in attending the school. The program involved several stages: initial observation, branding needs analysis, material development, mentoring, and evaluation using pre- and post-tests, plus Instagram insights analysis. As a result, participants gained a significantly better understanding of digital aesthetics, visual consistency, and how to integrate Islamic values into design. The school's Instagram account completely transformed its timeline, becoming more organized, professional, and visually cohesive. Engagement rates increased by 45%, and followers increased by 27% just two weeks after the program began. This demonstrates that aesthetic branding with a touch of Islamic values is highly effective in enhancing the school's professional image and attracting prospective students. A consistent visual approach across digital platforms also strengthens the school's position in today's competitive educational landscape.

Keywords: Aesthetic Branding, Instagram, Digital Marketing, Islamic Branding, School Image.

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