Strategi Politeknik Caltex Riau dalam Mempertahankan Brand Positioning Sebagai Kampus Vokasi di Pekanbaru

Abstract

Penelitian ini bertujuan untuk menemukan strategi yang dilakukan oleh Politeknik Caltex Riau (PCR) dalam mempertahankan brand positioning sebagai Kampus vokasi di Pekanbaru. Namun, masih sedikit penelitian yang membahas bagaimana kampus vokasi swasta membangun dan mempertahankan brand positioning mereka di tengah persaingan yang ketat. Pendekatan yang digunakan mengacu pada kerangka kerja Dwi Sapta Integrated Marketing tepatnya konsep strategy circle yang meliputi target audience, brand soul, selling idea, message, contact point, marcom mix. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan dokumentasi. Hasil penelitian ini ditemukan bahwa penentuan target audience yang didominasi pelajar dari Provinsi Riau, khususnya Pekanbaru, melalui program seperti PCR Goes to School dan sosialisasi daerah. Brand soul kampus ini menonjolkan budaya disiplin dan lulusan yang cepat terserap kerja, yang menjadi nilai jual utama (selling idea). Pesan yang disampaikan menekankan daya saing global lulusan, diperkuat melalui berbagai media termasuk iklan luar ruang. Strategi contact point digunakan untuk memetakan calon mahasiswa berdasarkan wilayah dan latar belakang, sementara marcom mix melibatkan berbagai saluran komunikasi seperti media sosial, pameran, dan personal selling yang disesuaikan dengan segmentasi audiens. Politeknik Caltex Riau mempertahankan brand positioning sebagai kampus vokasi unggulan di Pekanbaru melalui promosi terarah ke pelajar Riau, penguatan citra disiplin dan cepat kerja serta strategi komunikasi multikanal yang disesuaikan dengan segmen audiens.

Caltex Riau Polytechnic's Strategy in Maintaining Brand Positioning as a Vocational Campus in Pekanbaru

This study aims to identify strategies employed by Politeknik Caltex Riau (PCR) in maintaining its brand positioning as a vocational college in Pekanbaru. However, there is little research that addresses how private vocational colleges build and maintain their brand positioning amidst intense competition. The approach used refers to the Dwi Sapta Integrated Marketing framework, specifically the strategy circle concept, which includes target audience, brand soul, selling idea, message, contact point, and marcom mix. This study uses a qualitative approach with a case study method. Data collection techniques used are observation, interviews, and documentation. The results of this study found that the determination of the target audience, dominated by students from Riau Province, especially Pekanbaru, through programs such as PCR Goes to School and regional socialization. The campus' brand soul emphasizes a culture of discipline and graduates who are quickly absorbed into the workforce, which are the main selling points (selling idea). The message conveyed emphasizes the global competitiveness of graduates, reinforced through various media including outdoor advertising. The contact point strategy is used to map prospective students based on region and background, while the marcom mix involves various communication channels such as social media, exhibitions, and personal selling tailored to audience segmentation. Caltex Riau Polytechnic maintains its brand positioning as a leading vocational campus in Pekanbaru through targeted promotions aimed at Riau students, strengthening the image of discipline and fast work, and a multi-channel communication strategy tailored to audience segments.