Marketing Strategies to Increase Enrolment Rate of Gjcshs: A Basis for Developing Marketing Guide

Abstract

INTRODUCTION

The main purpose of this study is to increase the number of enrollees for SY 2017-2018. As a starter in the senior high school, there were many identified issues and concerns, and one of these was the very low rate of enrolment with only 103 enrolled students, 25. 75% from the target 400 enrollees in the SY 2016-2017.

METHODS

The research design of this study is qualitative descriptive. The samples of this study were participated by 94 students from STEM, SMAW, and EIM, 18 parents and 13 from the community/barangay officials of Anabu II-A, Imus City. The samples were gathered, interviewed individually, had focused group discussion and survey questionnaire was given based on their concerns on low enrolment rate.

RESULTS

The school marketing handbook was developed as the final output of this study. In effect of these activities, the number of enrollees for SY 2017-2018 of Grade 11 is increased by 111. 65% (218) from 102 enrollees for SY 2016-2017. This denotes that the strategies employed to increase the enrolment rate were excellently effective.

DISCUSSIONS

The findings found three (3) common themes from the respondents namely: school marketing procedure was limited, courses offerings were short, and the voucher system had a greater effect. Additional were identified by parents/guardians that the enrolment period was short, and the school facility was insufficient. The peer influence was identified by the community being a contributory factor in the low enrolment rate. In addressing these themes, different strategies and actions were executed in order to improve the school marketing procedure such as career advocacy dissemination program (CADP) was given to 5 public junior high schools and in near-by barangay meetings, Alay-lakad para sa propesyong hangad (ALPH) in the community, empowering school promotion through social media networks, and the additional course offerings