On August 8, 2024, the Bachelor of Applied English Study Program of Universitas Gadjah Mada’s Vocational School conducted the second training session of a community service initiative in collaboration with the Kulon Progo branch of the Indonesian Indigenous Entrepreneurs Association (HIPPI). The event, themed “Strengthening Marketing Communication Strategies for SMEs in Kulon Progo,” aimed to provide training and assistance to small and medium enterprises (SMEs) in marketing their products through both conventional and digital media.
The second training session , held at Field Research Center Sekolah Vokasi UGM Wates Kulon Progo, focused on marketing communication presentations to target buyers and included a coaching clinic for each SME participant to develop their marketing kits. Eighteen SME representatives from various sectors, including culinary, health products, herbal products, ornamental plants, agricultural and livestock products, internet installation services, and tour and travel services, attended the training.
The training began with a presentation on copywriting by the resource person, Rezki Wulan Ramadhanty, S.E., M.Sc., AWP., a practitioner lecturer and consultant for SMEs. During this session, participants were invited to practice various copywriting techniques for their products and services, such as the AIDA technique, 4C technique, PAS technique, and the Before-After-Bridge formula. One memorable task for the participants was to create promotional copywriting for their products or services in celebration of Indonesia’s Independence Day.
Following the copywriting session, the coaching clinic focused on developing marketing kits for each SME. Participants were asked to complete a business identification sheet that included their business name, logo, social media links, product explanations, storytelling elements, and business taglines. The participants showed great enthusiasm throughout the training, providing constructive feedback to one another’s businesses.
After the training session concluded, participants continued to receive online support through a WhatsApp group regarding logo creation, packaging design, and other business development needs. This ongoing assistance aligns with the Sustainable Development Goals (SDGs) of financial inclusion and entrepreneurship, as it empowers local businesses to thrive in a competitive market.
Erlin Estiana Yuanti, S.S., M.A., the head of the community service team, expressed her hopes that the training and assistance provided would help SMEs develop their businesses. “We hope that the community service team can also create an e-catalog of the products or services offered to help SMEs introduce their businesses to a wider audience,” she stated.
Dra. Ahmidati Marom, the Chairperson of HIPPI Kulon Progo, remarked, “The community service program held in collaboration with HIPPI and UGM Vocational School is extraordinary. Our members will advance further because they have received invaluable lessons. We hope that this activity will continue and not stop here.”
The collaboration between UGM and HIPPI is a significant step towards achieving the SDGs, particularly in the areas of education for sustainability and capacity building. By equipping local entrepreneurs with essential marketing skills and knowledge, the program fosters an environment where SMEs can flourish, contributing to economic growth and community development.
In conclusion, the coaching clinic not only provided practical skills but also created a supportive network among local entrepreneurs. This initiative exemplifies the importance of communication technologies in enhancing business strategies and promoting financial inclusion, ultimately leading to a more sustainable and resilient local economy.