A Community Service Initiative: Enhancing School Branding and Engagement through Digital Marketing Training at SMAN 1 Montong Tuban

Abstract

This paper explored the implementation of a Digital Marketing Community Partnership Program at SMAN 1 Montong Tuban to enhance the school’s branding and engagement. Despite its long-standing presence, the school lacked an active social media presence and effective promotional strategies, making it less visible to prospective students and parents. The primary issues identified included the absence of an integrative online promotion system, unattractive visual design, and limited social media management skills among school staff. To address these challenges, the program introduced digital marketing awareness training, emphasizing the role of social media as a promotional tool. The initiative was carried out through a series of workshops, hands-on training, and social media management sessions. As a result, the school successfully created and managed official Facebook, Instagram, and TikTok accounts, leading to improved school branding and greater online engagement. This study highlights the importance of digital literacy in education and demonstrates how structured digital marketing training can enhance institutional visibility.