The Proactive ‘Talent Scouting’ Promotion Strategy to Boost Private University’s Student Enrollment


Authors : Suraya. Suraya; Defrilina Saragih.

Volume/Issue : Volume 4 - 2019, Issue 2 - February

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://goo.gl/6ZWp8g

Thomson Reuters ResearcherID : https://goo.gl/KTXLC3

The article outlines the research outcomes on ‘talent scouting’ proactive promotional strategies to increase student-enrollment’s numbers at the Darma Persada University (UNSADA). Using the Integrated Marketing Communication (IMC) theory, this research explores all of its four elements within the theory, which includes: advertising; sales promotion; publications; and personal selling. The results were collected and analyzed using Situations, Objectives, Strategy, Tactics, Action, and Control (SOSTAC) Analysis. By using the case study method followed by descriptive qualitative approach, the study collects data through conducting in-depth interviews and equipped with documentation. The result shows that the objective of the implemented promotional actions is to introduce UNSADA to the public, while the most influencing integrated promotional strategy that being executed by UNSADA is persobal selling and publication activities/public relations strategy, which the activities that involves personal direct approach towards the prospective new students. In conclusion, the integrated promotional process works effectively through direct selling and public relations for this case. It is recommended for UNSADA, in the future, to optimize the usage of advertising media as the current marketing trend is all about digital media. Thus, the optimization could have been done by using social media, TV advertisement, as well as broadcasting an audio advertisement on the radio whose majority listeners are the youth (highschool students).

Keywords : IMC, Analysis SOSTAC, Public Relations, Personal Selling.

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Paper Submission Last Date
31 - May - 2020

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