Multi-Platform Advertising Optimization: Digital Strategy Integration as A Brand Equity Catalyst

Rifka Jannatul Firdausiyah; Muthi’ah Rahman; Unzilah Khomairotusshiyamah; Aviatun Hasanah; Yusril Ihza Saputra; Moh. Holidi, Mona Novita

Authors

Rifka Jannatul Firdausiyah Universitas Nurul Jadid
Muthi’ah Rahman Universitas Nurul Jadid
Unzilah Khomairotusshiyamah Universitas Nurul Jadid
Aviatun Hasanah Universitas Nurul Jadid
Yusril Ihza Saputra Universitas Nurul Jadid
Moh. Holidi, Mona Novita Universitas Nurul Jadid

Keywords:

Digital Branding, Brand Equity, Multi-Platform Strategy, Educational Institutions

Abstract

This study aims to examine how multi-platform digital advertising can enhance brand equity in educational institutions through structured and sustainable strategies. A qualitative approach with a case study design was employed to explore institutional branding practices. Data were collected via observation, in-depth interviews, and documentation of digital communication activities, then analyzed through data reduction, narrative presentation, and interpretation. The results reveal three key strategies for strengthening brand equity: aligning institutional messages and identity across multiple platforms, leveraging platform-specific features to increase audience engagement, and integrating data with continuous evaluation to guide communication policies. These findings demonstrate that digital platforms serve not only as communication channels but also as strategic tools for understanding audience responses and refining branding efforts. The study highlights that educational branding should be an integral component of institutional strategy. Incorporating institutional values with modern communication approaches is essential to maintain a strong, relevant, and competitive image in the evolving educational landscape.

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