Optimizing Company Profile As A Public Communication Tool In Educational Institutions: A Study On Bimbel Cec

• FADHIL RIZKY ARIFIYANTO
• 2025

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This study aims to analyze the public communication strategy implemented
by Bimbel CEC, a non-formal educational institution, through the use of its
company profile. The company profile functions not merely as an
informational medium but as a strategic communication tool to build
institutional image, convey vision and mission, and reach wider audiences,
including prospective franchise partners. This research adopts a descriptive
qualitative approach, with data collected through in-depth interviews with
two key informants: the Chief Executive Officer and the Co-Founder. Data
analysis was conducted using NVivo software with thematic coding to identify
key themes. The findings reveal that Bimbel CEC employs a multi-channel
communication strategy, utilizing digital, print, electronic, and face-to-face
media in an integrated manner. Message formulation emphasizes structured
content, audience-based customization, visual storytelling, and soft selling
approaches. Strategic adjustments are made regularly in response to
technological advancements, curriculum changes, and social media trends.
This study concludes that the company profile is not only a promotional asset
but also a dynamic communication medium that embodies the institution’s
values and positioning—aligned with Kotler’s concepts of integrated
marketing communication and strategic brandingThis study aims to analyze the public communication strategy implemented
by Bimbel CEC, a non-formal educational institution, through the use of its
company profile. The company profile functions not merely as an
informational medium but as a strategic communication tool to build
institutional image, convey vision and mission, and reach wider audiences,
including prospective franchise partners. This research adopts a descriptive
qualitative approach, with data collected through in-depth interviews with
two key informants: the Chief Executive Officer and the Co-Founder. Data
analysis was conducted using NVivo software with thematic coding to identify
key themes. The findings reveal that Bimbel CEC employs a multi-channel
communication strategy, utilizing digital, print, electronic, and face-to-face
media in an integrated manner. Message formulation emphasizes structured
content, audience-based customization, visual storytelling, and soft selling
approaches. Strategic adjustments are made regularly in response to
technological advancements, curriculum changes, and social media trends.
This study concludes that the company profile is not only a promotional asset
but also a dynamic communication medium that embodies the institution’s
values and positioning—aligned with Kotler’s concepts of integrated
marketing communication and strategic brandingThis study aims to analyze the public communication strategy implemented
by Bimbel CEC, a non-formal educational institution, through the use of its
company profile. The company profile functions not merely as an
informational medium but as a strategic communication tool to build
institutional image, convey vision and mission, and reach wider audiences,
including prospective franchise partners. This research adopts a descriptive
qualitative approach, with data collected through in-depth interviews with
two key informants: the Chief Executive Officer and the Co-Founder. Data
analysis was conducted using NVivo software with thematic coding to identify
key themes. The findings reveal that Bimbel CEC employs a multi-channel
communication strategy, utilizing digital, print, electronic, and face-to-face
media in an integrated manner. Message formulation emphasizes structured
content, audience-based customization, visual storytelling, and soft selling
approaches. Strategic adjustments are made regularly in response to
technological advancements, curriculum changes, and social media trends.
This study concludes that the company profile is not only a promotional asset
but also a dynamic communication medium that embodies the institution’s
values and positioning—aligned with Kotler’s concepts of integrated
marketing communication and strategic branding

• Company Profile; Communication; Public Relations; Strategic Branding

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