Strategic Digital Marketing Approaches for Enhancing Enrollment and Client Acquisition of TESDA-Accredited Training and Assessment Centers in Pangasinan

Abstract

Technical Education and Skills Development Authority (TESDA)-accredited training and assessment centers play an essential role in improving workforce skills and employability in the Philippines. However, in provincial settings such as Pangasinan, many centers struggle with visibility, market positioning, and sustained enrolment. With the increasing dominance of digital information ecosystems, understanding how learners interact with online channels and what motivates training enrolment becomes crucial. This study examined strategic digital marketing approaches suited for TESDA-accredited institutions in Pangasinan by analyzing the digital behaviors, channel preferences, and decision factors of potential trainees and clients. Using a descriptive-quantitative research design, fifty respondents completed a structured survey covering demographics, media use, promotional exposure, channel preference, and program selection criteria. Descriptive statistics and thematic analysis were used to synthesize findings. Results revealed that most respondents were young trainees aged 18–25 who predominantly accessed information through smartphones and social media platforms. Social media, followed by the TESDA website and in-person orientations, were the most preferred channels for training-related information. Meanwhile, institutional reputation, employment outcomes of graduates, scholarship availability, and curriculum relevance emerged as highly important considerations in training program selection. These findings are consistent with prior studies suggesting that Generation Z and young adults depend heavily on digital platforms when evaluating educational options and that outcome-based messaging significantly affects enrolment decisions. The study highlights the need for TESDA centers to adopt data-driven digital marketing strategies that feature success stories, scholarship campaigns, and value- driven promotional narratives. It concludes that optimizing social media presence, enhancing official web portals, and integrating digital outreach with physical engagements can substantially improve enrolment and client acquisition. Recommendations include strengthening content-based storytelling, building industry partnerships, and expanding promotion of job placement pathways to strengthen TESDA’s competitive advantage.