Impact of School Marketing Strategies on Parental Awareness and Enrollment Intentions at Good News Christian Learning Center (GNCLC)

The declining enrollment has posed a real challenge to Good News Christian Learning Center (GNCLC), underscoring the need to effectively communicate its unique value proposition. While available literature discusses school marketing generally, limited literature has focused on the effect of school marketing on parental awareness and enrollment intentions in small private schools. This study aims to help bridge that gap by examining the role that the marketing strategies used by GNCLC have on the decision-making of parents for the school year 2024-2025. The study was inside the framework of the Enhanced Basic Education Act (RA 10533) and DepEd Order No. 12, s. 2020, and based on Signaling Theory, the Theory of Planned Behavior, and the Public Choice Theory. The research employed was a mixed-methods design. Quantitative data were collected using a 5-point Likert scale survey questionnaire administered to 7 teachers, 4 administrative staff, 28 parents, 6 guardians, and qualitative insights were gathered through open-ended responses. Statistical treatment used to analyze the data included frequencies, percentages, mean and standard deviation, Pearson Product-Moment Correlation, and Chi-Square Test of Independence. The findings indicated that 48.89% of the respondents were “very familiar” with GNCLC’s marketing efforts, and parental awareness was positively and significantly correlated with enrollment intentions (p < 0.05). The findings served as the basis for developing a comprehensive “School Marketing and Outreach Plan” tailored to GNCLC’s unique context, aiming to enhance parental awareness, foster community engagement, and ultimately increase enrollment and improve educational outcomes. The study concludes that targeted marketing can enhance parental awareness and recommends future research to evaluate the long-term impact of implementing such plans.