<![CDATA[The increasing competition among elementary education institutions requires schools to develop well-planned and effective marketing strategies to attract new students. This study aims to analyze the strategy of educational marketing planning in increasing new student admissions at an Islamic elementary school in East Jakarta. The research uses a qualitative approach with a descriptive method. The subjects include the principal, vice principal, admission team, and teachers involved in marketing activities. Data collection techniques consist of interviews, observations, and documentation studies. The results show that marketing planning is conducted systematically through internal meetings, analysis of community needs, and evaluation of previous activities. The planning includes determining flagship programs, social media-based promotion strategies, setting student targets, and adjusting tuition fees. In conclusion, systematic and adaptive educational marketing planning plays an important role in increasing new student admissions and strengthening institutional competitiveness.]]>
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