Integrated marketing campaign, brand equity and its influence on students’ intention to enroll in divine word college of Calapan; Basis for strategic campaign

The strategic use of major communication platforms is a critical determinant of a student's intention to enroll in an institution. An institution's communication strategy is about creating a personalized, engaging, trustworthy digital and personal experience that validates a student's choice and transforms their interest into a final enrollment decision. Therefore, it is essential to understand the factors that influence the intention of students to enroll in an institution.  This study aimed to know the students’ intention to enroll in Divine Word College of Calapan with the use of different major communication platforms and brand equity. It analyzed the relation of integrated marketing campaigns (advertising, sales promotion, events and experiences, public relations, social media marketing, mobile marketing, direct marketing and personal selling) and brand equity to intention to enroll. The research employed a quantitative descriptive design using survey questionnaires to collect data from a sample of 200 respondents from the selected school feeder both private and public. The findings revealed that major communication platforms with brand equity significantly influenced the students' intention to enroll in Divine Word College of Calapan. A significant relationship was observed between the major communication platform, brand equity and students’ intention to enroll in Divine Word College of Calapan, with digital presence, consistency and synergy as key drivers. Based on these insights, the researchers recommend the institution to optimize strategic marketing to attract students effectively.