According to data from the Ministry of Education, Culture, Research, and Technology for 2024, Bandar Lampung has 1,161 schools, comprising 244 public and 917 private institutions. With the growing number of schools in Bandar Lampung, educational institutions face increasing competition to develop effective marketing strategies that attract and retain students.Sekolah Alam Lampung has identified challenges within its current brand awareness, which have resulted in lower student enrollment. This thesis aims to address these issues and enhance the system to increase enrollment numbers. This study employs a mixed-method approach, utilizing both quantitative and qualitative analysis. The quantitative analysis will use descriptive statistics from an online survey, while qualitative analysis will incorporate strategic marketing tools such as SWOT Analysis, the Marketing Mix (7Ps), Value Proposition Canvas, Customer Persona, PESTEL Analysis, Porter’s Five Forces, STP (Segmentation, Targeting, and Positioning), and Perceptual Map. After analyzing both internal and external factors, an Integrated Marketing Communication (IMC) strategy will be developed. Based on the analysis, it was found that SAL faces challenges in increasing brand awareness and attracting prospective parents. SAL's marketing approach has not been optimal in reaching its target market. The analysis also shows that parents highly value factors such as curriculum, religious values, and academic reputation when choosing a school for their children. SAL's talent-based education is considered very relevant by respondents. By employing IMC strategies like social media campaigns, promotional video series, school open houses, targeted digital ads, website optimization, interactive content creation, and printed and digital brochures, the school can enhance its brand awareness and consistently communicate its message. SAL can implement the following recommendations: referring to IMC for Marketing Activities and Implementation Plan. To implement the IMC that has been developed, additional marketing personnel are needed for Sekolah Alam Lampung. In delivering messages to the target audience, Sekolah Alam Lampung must consistently highlight its strengths in every marketing content. Once implemented, marketing activities must also be monitored and evaluated for their performance.