Ernita Arif
Dosen Ilmu Komunikasi Unand
arifernita@yahoo.co.id
Abstract
School educational institutions become the foundation of hope for parents to form character and educate. At present there is a tendency for parents to choose an Islamic school as a place of learning for their children. For this reason, parents sometimes do not hesitate to pay more to get good quality. These conditions can be seen and witnessed at the beginning of the new school year where parents are preoccupied with finding and hunting for the best school. In general, this study aims to analyze the communication strategies of integrated Islamic educational institutions to attract parents. Research is designed as qualitative research. The study was conducted at the Adzkia educational institution in Padang City. The research informants were managers, principals, teachers and parents. Data collection techniques through observation and in-depth interviews. Data collected in this study consisted of primary data and secondary data. Primary data collection is done by in-depth interviews, and direct observation. The results showed that the communication strategies of the Adzkia educational institution included choosing the right communicator, designing the message, selecting the media, setting targets and determining the effects of communication. To analyze the communication strategy John Middleton’s model is used, but there are several steps that have not been carried out such as determining the base line data through research / research, determining the segmentation of the audience and evaluating the communication strategy carried out.
Key word: Communication strategy, Islamic educational institutions, Padang City
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