Revitalisasi Citra Institusi Pendidikan melalui Strategi Rebranding untuk Meningkatkan Daya Saing dan Kepercayaan Masyarakat di Desa Mulyoagung Kecamatan Dau Kabupaten Malang

Abstract

PAUD-TK Mutiara Hati in Mulyoagung Village, Dau District, Malang Regency, faces challenges of low visibility, limited learning facilities, and the absence of effective communication strategies. These conditions have resulted in declining enrollment and low community awareness of the importance of early childhood education. This community service program was designed to revitalize the institution’s image through a rebranding strategy, which includes the development of visual promotional media, optimization of digital platforms, the establishment of a reading corner with more than 100 books, and the provision of educational teaching aids. The methods involved needs assessment, socialization, training for school managers, and collaboration with local authorities and parents. The results show increased community awareness, stronger parental involvement, and an improved institutional image of PAUD-TK Mutiara Hati. The outputs achieved include new learning facilities, promotional media, educational videos, and program documentation that support sustainability. Overall, the rebranding strategy has proven effective in enhancing the institution’s competitiveness and strengthening public trust in early childhood education