From Offline to Online: Transforming School Image and Engagement in the Digital Era

Abstract

This community service initiative aims to reconstruct the branding strategy of SMK Telesandi Telekomunikasi by transitioning from conventional paradigms toward an integrative digital ecosystem. The massive digitalization of media has rendered reliance on physical promotional strategies less optimal for initiating substantial engagement with prospective students and stakeholders. This community service initiative employed a Participatory Action Research (PAR) approach, the program involved 50 participants, including school leadership, the public relations team, teachers, and student representatives through stages of digital asset auditing, creative content production workshops, and intensive social media managerial supervision. The intervention improved the team's capacity to manage the school's digital identity, as evidenced by an average 45% increase in engagement metrics across the school’s Instagram and TikTok platforms. Furthermore, public perception shifted from neutral to more positive, alongside the establishment of formal branding guidelines to ensure institutional communication consistency. This strategic transformation effectively reinforces the public recognition of SMK Telesandi Telekomunikasi as a vocational education institution that is adaptive, innovative, and relevant to the dynamics of the digital era.