Analisis SOAR dalam Strategi Branding Sekolah di UPTD SD Negeri 3 Asam Asam
DOI:
https://doi.org/10.36312/3mvd5r11Keywords:
Strategi Branding, Analisis SOAR, Media sosialAbstract
Strategi branding dalam dunia pendidikan merupakan langkah taktik untuk memperkenalkan sekolah dan mempromosikan citra positif yang dimiliki. Media sosial adalah salah satu alat yang ampuh dalam memperkenalkan citra sekolah ke masyarakat. Tujuan penelitian ini yakni menganalisis strategi kepala sekolah dalam mem-branding sekolah dan partisipasi warga sekolah terhadap penerapan analisis SOAR (Strengths, Opportunities, Aspirations, Results). Metode yang digunakan pada penelitian adalah jenis penelitian kualitatif deskriptif. Penerapan branding sekolah dengan analisis SOAR di UPTD SDN 3 Asam Asam, yakni; 1) Pembinaan kegiatan keagaamaan. 2) Menggalakkan program unggulan sekolah seperti Pelatar (Pemanfaatan Lingkungan Sekitar) yang dilaksanakan sebulan sekali. Pelatar bekerja sama dengan perusahaan – perusahaan sekitar. Misal sebulan sekali secara bergantian mengadakan kunjungan ke PLTU Kalselteng. Kegiatan ini tidak hanya sekedar kegiatan kunjungan,namun peserta didik juga membuat laporan tentang kegiatan kunjungan. 3) Menggalakkan program KASIH (Komunikasi Aktif, Semangat Interaksi Hebat) yang dilakukan sebulan sekali bersama orangtua. Kegiatan ini dapat meningkatkan komunikasi antar orangtua dan guru. Guru dan orangtua saling mendengarkan sharing orangtua. Dengan adanya KASIH, hal ini dapat menjalin komunikasi dan kedekatan orangtua,guru dan sekolah. 4) Promosi program sekolah melalui penguatan media sosial dengan tagline Canggih “Cangkal Wan Gigih”. UPTD SDN 3 Asam Asam tidak hanya mengandalkan media social sebagai upaya untuk mem-branding sekolah tetapi juga memanfaatkan lingkungan sekolah dan merangkul masyarakat sehingga citra sekolah naik dari mulut ke mulut.
SOAR Analysis in School Branding Strategy at UPTD SD Negeri 3 Asam Asam
Abstract
Branding strategies in the world of education are a tactical step to introduce schools and promote their positive image. Social media is one of the powerful tools in introducing the image of the school to the public. The purpose of this study is to analyze the principal's strategy in branding the school and the participation of school residents in the application of SOAR (Strengths, Opportunities, Aspirations, Results) analysis. The method used in the study is a type of descriptive qualitative research. The application of school branding with SOAR analysis at UPTD SDN 3 Asam Asam, namely; 1) Fostering religious activities. 2) Promoting school flagship programs such as Pelatar (Utilization of the Surrounding Environment) which is carried out once a month. The background works with local companies. For example, once a month they take turns visiting the South Kalimantan Power Plant. This activity is not only a visit activity, but students also make a report about the visit activity. 3) Promote the KASIH (Active Communication, Spirit of Great Interaction) program which is carried out once a month with parents. This activity can improve communication between parents and teachers. Teachers and parents listen to each other's sharing. With KASIH, this can establish communication and closeness between parents, teachers and schools. 4) Promotion of school programs through strengthening social media with the Sophisticated tagline "Cangkal Wan Gigih". UPTD SDN 3 Asam Asam not only relies on social media as an effort to brand the school but also utilizes the school environment and embraces the community so that the school's image rises by word of mouth.
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