Strategi Pengembangan Konten Multimedia Kreatif untuk Branding Kampus Berdampak

Abstract

Digital transformation has changed the way higher education institutions build their image and public reputation. Campus branding is no longer limited to academic excellence but also relies on digital communication strategies through creative multimedia content. This study aims to analyze strategies for developing creative multimedia content to strengthen impactful campus branding. The research uses a qualitative descriptive method through literature studies, social media observation, and digital content analysis of several Indonesian universities. The results show that collaboration among public-relations teams, lecturers, and students in producing storytelling-based visual content increases public engagement and reinforces institutional reputation. Artificial intelligence tools such as content generators and design assistants enhance efficiency and message consistency. A participatory and data-driven approach is recommended as a sustainable strategy for impactful campus branding in the digital era