Strategic Branding and Creative Digital Content Production for Village-Owned Enterprises’Image Enhancement: A Community- Based Approach in Wukirsari, Yogyakarta

Abstract

This community service project addresses challenges faced by Village-Owned Enterprises (BUMDes) in Wukirsari Raya, Yogyakarta, specifically in optimizing strategic branding and creative digital content production. The primary objective was to enhance BUMDes' image and competitiveness in the digital era. Utilizing a Participatory Action Research (PAR) approach, the methodology involved collaborative problem identification through focus group discussions and in-depth interviews with BUMDes administrators and community members. Intervention strategies included workshops on brand identity development, practical training in digital content creation (photography, videography, copywriting), and comprehensive digital marketing skill enhancement. Key findings reveal that prior to intervention, BUMDes Wukirraya suffered from limited digital marketing knowledge, low online visibility, suboptimal brand image, and insufficient capacity for creative content production. Post-intervention, significant improvements were observed in brand identity strengthening and digital marketing skills among BUMDes personnel. The study emphasizes the critical role of community involvement in content production and the necessity of sustained local government support through policy recommendations, infrastructure provision, and continuous training. These efforts are expected to boost BUMDes' revenue and contribute to local community welfare.