BRIDGING THE GAP ON ENROLLMENT RATE THROUGH INTENSIVE AND INTEGRATED MARKETING APPROACH: BASIS FOR ENHANCED SCHOOL IMPROVEMENT PLAN (SIP)

Most people hear the very famous phrase, “The youth are the hopes oftomorrow.” Everybody anticipates it becoming a reality. Surely, possibilities aregreat if academic leaders who lead institutions will pave the way toopportunities for these “hopes” we call “youth.” School heads have directresponsibility on learners’ academic success. As such, it is part of thatresponsibility to make the learners interested and enroll in the school.This study focuses on the effectiveness of I-I marketing approach on learners’level of expectation and enrollment rate as a basis of proposed enhanced schoolimprovement plan (SIP). Descriptive questionnaire and interview guidequestionnaires were utilized as instruments. Qualitative and quantitativeresearch methods were used to collect the necessary data in analyzing theeffectiveness of intensive and integrated marketing strategies. The respondentswere purposively selected for the experimental and control groups (n=60; 25males and 35 females). Findings from this study revealed that I-I marketingapproach was effective. Findings indicate that prior to the intervention, preassessment results of the experimental and control groups show that bothgroups have the same level of expectation but after the given intervention, bothgroups improved their level of expectation (t-value 8.86 > critical value 1.67; pvalue < a=0.05). Thus, the experimental group got much higher meanpercentage than the control group. Further, I-I marketing approach helped theschool improved the enrolment rate into 308% and was confirmed effective.Focus group discussion revealed that the school provides positive environment,quality education, and competent teachers. Thus, I-I marketing approachencouraged learners to enroll and develop the sense of trust to the school