Optimizing the Village Creative Economy through Packaging and Digital Promotion Training

Abstract

Rancaekek Wetan Village in Bandung Regency has creative-economy potential through micro, small, and medium enterprises (MSMEs), yet local businesses face challenges in adding product value, designing packaging, and using digital media for promotion. This community-service program aimed to strengthen MSME owners’ and village Family Welfare Movement (PKK) members’ skills in packaging design and digital marketing. Activities included needs assessment, material preparation, training, mini-project mentoring, and evaluation through pre-tests, post-tests, reflection, and questionnaires. Topics covered label design and branding, product photography, promotional content, and the use of Canva, Instagram, TikTok, and WhatsApp Business. Outputs recorded in the report included label prototypes, product photographs or catalogs, digital promotional content, a Business Model Canvas, training modules, participant worksheets, simple operating procedures, and certificates. The report presents descriptive evaluation findings but does not provide numerical pre-test or post-test scores or sales data before and after the activities. Therefore, the extent of competency improvement and its impact on business performance cannot be quantified. Sustaining the program will require regular mentoring involving the village government, cooperative, and local creative-economy working group.