Marketing Strategies of Cultural Literacy Program in Non-Formal Educational Institution

This study departed from the expansion of the business program in the education aspect that exists in the society. One of business services conducted by society is on non-formal education. Art, Culture, and Sport Centre of Eco Bambu is a non-formal educational institution service which focuses on community empowerment and cultural literacy program. The purpose of those programs is to introduce the culture of Sundanese in West Java. This research aimed to describe the commercial and non-commercial program done in Eco Bambu and to figure out marketing strategies of education business which is held in Eco Bambu. This research used qualitative methods. The data in this research was collected by doing observation, interview, and documentation. Researchers conducted this research for several months to obtain and to select the data by using data triangulation techniques. The results of this research showed that there are two programs found in Eco Bambu, namely, commercial such as dance coaching, pencak silat, wushu, kaulinan urang lembur like egrang, bakiak, galah asin, congklak, cingciripit, traditional music coaching, and non-commercial such as Eco Bambu as knowledge and information centre or community library, Eco Bambu as a meeting centre for different walks of life like traning centre, Eco Bambu as a centre to do research and public service for students and lecturers. Services in non-formal education organized by Eco Bambu is inter-related and sustain each other due to the function of commercial programs is for the development of social programs (non-commercial) for the community education. The marketing strategy in Eco Bambu are using brochure, promoting through social media such as website, face book, and instagram, building relationship, website develpment program, and doing coordination with the college. Activities that have been done in social media is not only promoting about education program, but aslo to introduce the local wisdon and character-based education.