Brand activation and content management coaching for Indonesia Seaweed and Pangasius

The SMART-Fish Indonesia programme, funded by the Swiss State Secretariat for Economic Affairs (SECO) and implemented by UNIDO, recognizes the potential of Indonesia’s marine-based sectors and aims at strengthening selected value chains within the Indonesian fisheries export sector. To unlock Indonesia’s potential and support a sustainable growth of the Indonesian seafood and seaweed industry, Globally Cool was invited by UNIDO to play a lead role in converting the enormous potential of Indonesia’s seafood and seaweed industry.

Products

Year

2019

Country

Indonesia

Type of activity

  • Branding
  • Capacity building BSO
  • Strategy development
  • Training

Year

2019

Country

Indonesia

Type of activity

  • Branding
  • Capacity building BSO
  • Strategy development
  • Training

Following the development of the brand for Indonesian pangasius and seaweed in 2018, it is now time to bring and keep the brand alive. While strengthening the organization to develop and implement value-added services to the members including branding and communication tasks, APCI and ASTRULI have expressed the desire for on-the-job coaching of its newly appointed communication staff to carry out the branding and communication tasks.

Activities

  • To train and coach the newly appointed staff and keep the brand alive and generate international visibility, and positive emotion around pangasius and seaweed from Indonesia.
  • To post on a weekly basis in the social channels, bi-weekly on the website and to disseminate an email newsletter on a bi-monthly basis.
  • To grow the number of followers and interaction in the social channels.
  • To increase visibility in Google search engine results and traffic to the website.
  • To convert business contacts from the Dubai seafood show into contracts.

Results

  • 2 Marketing Officers from Indonesian Pangasius (APCI) and Indonesia Seaweed (ASTRULI) are able to maintain and generate content for all of their marketing channel.
  • Monthly marketing plan is created and sustainably managed by the marketing officers.
  • the e-newsletter is bi-monthly published and gains at least new 10 subscribers/monthly.
  • The LinkedIn page is regularly updated weekly.
  • Twitter page is regularly updated 3 times a week with an average impression reach more than 2000/monthly and gain at least new 10 followers/monthly.
  • The blog is regularly updated bi-weekly.
  • Both websites are #1 in Google search result
  • The first shipment to the Middle East has taken place on 27 May 2019, led by Adib Food. The pangasius export order is estimated to reach 540 tons. In the first shipment, 3 containers (± 63 tons) will be shipped and the rest will be shipped in stages. Currently, APCI has prepared a supply of around 300 tons consisting of 150 tons portion cut and 150 tons fillet.

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