Roadshow Strategy And Inclusive Promotion Of Islamic Boarding School Based Campus At Darussalam Gontor University
Description
This study aims to formulate a branding development strategy for the University of Darussalam (UNIDA) Gontor. The core issue addressed revolves around the gap between the campus's internal substantive advantages and external public perceptions. The public often narrowly views UNIDA as a rigid and exclusive traditional religious campus, which hinders the enrollment of prospective pure science students from public or non-pesantren schools. The problem-solving method in this research was carried out through field observations, questionnaire distributions to students and lecturers, and a comprehensive SWOT analysis. The findings reveal that UNIDA inherently possesses absolute advantages, such as a full 24-hour boarding system, a mandatory international dual-language environment, and the vision of Islamization of Knowledge, which serves as a premium soft skills laboratory. Nevertheless, the current branding narrative is still deemed elitist, digital visual identities across branch campuses remain inconsistent, and non-pesantren freshmen experience culture shock due to the demanding schedule of activities. In conclusion, it is highly recommended that UNIDA implement a more casual, aesthetic, and inclusive digital branding innovation to engage a broader generation. This transformation is essential to position UNIDA as a World Class Muslim Professional Incubation Center, while preserving its core values of sincerity, discipline, and Islamic boarding school principles.
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Institutions
- Islamic University of IndonesiaYogyakarta, Yogyakarta