Pondok Modern Darussalam Gontor (PMDG) is one of the most prominent boarding school-based educational institutions in Indonesia that is more than 90 years old and never advertise in any media. The purpose of this study is to uncover the PMDG positioning and its strategy in maintaining its position as an educational institution in the current era of globalization. This study uses a phenomenological approach with conducting interviews with respondents, namely senior teachers and alumni. The results of this study found that PMDG determines its positioning as a community service oriented educational institution and the existence of the PMDG admission tutorial course and also the boarding school established by its alumnus make it a very effective marketing channel. Marketing channels that are formed naturally are one concrete example of a new concept, namely spiritual marketing.