STUDENT PROMOTION SOCIALIZATION STRATEGY AT UNIVERSITAS TERBUKA (UT) YOGYAKARTA: THE ROLE OF MAPPING FEATURES IN ENHANCING EFFECTIVENESS

Abstract

This study explores the Student Promotion Socialization Strategy at Universitas Terbuka (UT) Yogyakarta, focusing on the integration of mapping features to improve effectiveness. As open and distance higher education institutions are facing increasingly fierce competition with other universities including conventional universities. therefore an effective promotion strategy is essential to attract prospective students. This study identifies the main components of the current socialization strategy and evaluates how mapping features can optimize outreach efforts. Using internal dashboard snapshots (2022–2024) and region/school-level leaderboards, we conducted descriptive, map-enabled analytics of (i) New student admission, ii) first-hearing channels, iii) feeder-school pathway (iv) Spatial concentration by regency and student domicile. The main components studied include: First Awareness of Universitas Terbuka (UT) by finding out when and how prospective students first learned about UT, Initial Information Sources about UT by Identifying the main channels through which information is disseminated, Student Population by Region by Analyzing the distribution of students across administrative regions (regencies), Student Demographics from Various Provinces by Investigating the geographical diversity of students enrolled at UT Yogyakarta, Enrollment by Place of Residence by Examining how students’ place of residence affects enrollment numbers, Employment Proportion and Age Distribution by Assessing student demographics in terms of their employment status and age, Number of Students per Semester by Tracking enrollment trends over several semesters, Enrollment from Vocational High Schools (SMK) and Senior High Schools (SMA) by Mapping school data across operational areas to identify student enrollment, Enrollment from Vocational High Schools and Senior High Schools by Region: Analyzing student enrollment from SMK and SMA by district, Regional Enrollment to UT Yogyakarta by Evaluating how many students from each district successfully enroll at UT Yogyakarta. Utilizing the mapping feature has been shown to increase clarity in promotional activities, leading to higher levels of engagement. Embedding geospatial mapping into fieldwork improved route planning to high-potential districts and schools, refined message tailoring for working learners, and was associated with higher comprehension of enrollment options (90%) and a 20% increase in applicant interest. These results indicate that institutionalizing map-driven promotion—through standardized dashboards, hotspot targeting, peer-ambassador activation at top SMKs, message variants aligned to employment status, and continuous feedback loops—can enhance the clarity, accessibility, and conversion of outreach into enrollments. The findings indicate that incorporating the mapping feature significantly improves the clarity and accessibility of promotional information, leading to higher enrollment rates. The paper concludes with recommendations for implementing an improved mapping strategy to further strengthen the university's promotional efforts and effectively meet the needs of prospective students.