The use of Social Media Marketing to Raise Brand Awareness at Brighton International Private School

Abstract

Social media marketing is a very effective marketing strategy in today's digital era because everything is online and accessible via the internet. The purpose of this action research is to increase parent awareness of Brighton International Private School (BIS) through digital marketing as there is a lack of awareness of the school's existence among parents. As a result, BIS’s enrollment is low in comparison to competitors, threatening its long-term viability. This study sought to identify current strategies used by BIS in utilizing Social Media Marketing to raise parent awareness. In a qualitative research method, interviews with the marketing department manager and parents had been conducted to better understand the problem. Methods of social network analysis are also used to comprehend the pre and post intervention of the current school Facebook dashboard. The intervention is found to be effective, where recommendations for long-term success has been made. This research will serve as a reference for other organizations dealing with similar issues regarding customer awareness and how digital marketing can assist the organization in gaining more customers