Abstract

This study assesses the promotional marketing approaches in increasing enrollment rates in senior high schools at Siena College of San Jose, Inc. The respondents, consisting of current students, graduating students, transferees, alumni, and the marketing team, were selected using a purposive sampling method. The findings indicated that the marketing approaches the students encountered were promotional social media posts from Instagram and Facebook, tarpaulins, and coordination with other schools. Furthermore, the study explored how these marketing approaches affected student enrollment decisions. Findings show that marketing approaches significantly influenced enrollment by highlighting the school's offerings, such as Catholic values, holistic education, quality facilities, scholarships, and a supportive environment. The study explored the kind of attributes incoming senior high school students look for in a school: quality education and teachers, good facilities, and affordable tuition as factors. The marketing team acknowledged that the lack of funds and manpower directly affects the enrollment rate of the school. The marketing approaches, digital and traditional, play a significant role in acquiring potential students. By addressing the lack of funds for promotional marketing approaches through more support on the marketing team, Siena College of San Jose, Inc. can effectively increase the enrollment rates at the senior high school level.