Marketing Public Relation(MPR) untuk Membangun Brand Awareness Exedu

Abstract

Meningkatnya tren kuliah keluar negeri serta pesatnya perkembangan EdTech merupakan peluang pada industri jasa konsultasi pendidikan.Exedu,sebagai platform layanan persiapan studi ke luar negeri tentunya ingin memanfaatkan momentum ini, namun sejak berdiri pada september 2023 laluExedu belum banyak di kenal. Sehingga, penelitian ini bertujuan untuk merumuskan strategiMarketing Public Relation(pull, pushdanpass) untuk meningkatkanbrand awareness Exedu. Penelitian ini menggunakan metode wawancara, studi literatur,studi dokumen, dan survei.Hasil dari penelitian ini adalah sebuah rekomendasi strategipull,push, danpass.Strategipulldilakukan dengancontent marketingyang berfokus mengkomunikasikanpositioning, diversifikasi konten, kerjasama publikasi, aktivasi komunitas, serta aktif pembuataneventonline dan offline. Untuk strategipushmelalui promo, memanfaatkanmicro Influencer/KOL, testimoni, dan programbuddies/buddysebagai bagian dariWoM Strategy. Terakhir, strategipass dilakukan melalui dukungan komunitas,beasiswa kelas persiapan, dan membuat campaign.

The increasing trend of studying abroad and the rapid development of EdTech present opportunities in the education consulting industry. Exedu, as a platform focusing on services for preparing students to study abroad, aims to leverage this momentum. However, since its establishment in September 2023, Exedu is not yet widely recognized. This research aims to formulate a Marketing Public Relations(pull, push, and pass) strategy to increase Exedu's brand awareness. The study employs methods such as interviews, literature review, document review, and survey. The research findings recommendations for pull, push, and pass strategies.Pull strategy involves content marketing focused on positioning and diversification,publication, community activation, and actively creating online and offline events.For a push strategy through promotions, leveraging micro-influencers/KOL,testimonials, and Exedu buddies/buddy program as part of the WoM Strategy.Lastly, Pass strategy is carried out through community support, preparatory class scholarships, and creating campaigns.