<![CDATA[General Background: Competition among educational institutions and declining student numbers challenge the sustainability of primary Islamic schools. Specific Background: MI Muhammadiyah 02 Menongo faces declining enrollment alongside weaknesses in school management, infrastructure, funding, and digital promotion. Knowledge Gap: Limited studies specifically connect educational promotion strategies with SWOT analysis at the Madrasah Ibtidaiyah level in rural or semi-urban settings. Aims: This study formulates a promotion strategy for attracting new students through SWOT analysis. Results: Six strategies were identified, including strengthening POAC management, developing internal human resources, establishing partnerships, mobilizing community support, and optimizing digital media. Novelty: The study integrates internal and external SWOT conditions into a context-specific promotion strategy for MI Muhammadiyah 02 Menongo. Implications: Coordinated institutional improvement and external opportunity utilization can guide sustainable promotional planning. Key Findings Highlights Management weaknesses constrain program implementation. Community partnerships provide recruitment opportunities. Digital media supports school promotion and branding. Keywords : SWOT Analysis, Promotion Strategy, New Student Recruitment, Madrasah Ibtidaiyah, School Management]]>
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