Semarang, 16 June 2025 – In the framework of the implementation of the Diponegoro University Thematic Real Work Lecture (KKNT) program, various student innovations are aimed at supporting the empowerment of rural communities, especially UMKM. One of the social work programs carried out by Aretha Hanny Patricia and Virtu Ozo Fable Tchaikovsky, students of Library and Information Science, Faculty of Cultural Sciences, Diponegoro University, is the preparation of a creative writing module as a strategy to improve the ability to market UMKM products digitally.
This program was carried out in Branjang Tourism Village, West Ungaran District, which was the location of KKNT’s 45-day service. One of the UMKM partners that is the focus of this activity is Sigur.id, an eco-cultural resin handicraft producer that has excellent product potential but still faces obstacles in digital marketing strategies, especially in the aspect of content writing.
According to Aretha, many local UMKM players experience difficulties in creating product descriptions and attractive captions that are in accordance with product characteristics and online marketing trends. As a result, although product quality is maintained, its appeal on social media and e-commerce is still not maximized. This is what prompted the birth of the creative writing module as a practical tool to improve the marketing communication skills of business actors. This module is organized in an easy-to-understand and immediately applicable approach. Some important discussions in it include an introduction to creative writing, the urgency of its application in UMKM marketing, to the techniques and stages of creative writing that can be directly applied by business owners. Interestingly, this module is also equipped with examples of the application of creative writing that has been used by the KKNT 106 Team in marketing Sigur.id products on various digital platforms.
More than just technical assistance, this program also introduced the importance of HKI protection for local brands and product designs, which was presented directly by Virtu. In his presentation, Virtu gave practice to the owner of Sigur.id, mas Janu, before registering his brand. In this case, Virtu directed Janu to create an account on the website of the Directorate General of Intellectual Property (DJKI). Only after that can the process of registering the brand by following the instructions based on the module from the DJKI. With an awareness of the value of originality and a strong communication strategy, UMKM players are expected to be able to build a strong and competitive brand identity, both at the local and national levels.
Based on the implementation of the KKNT program in Branjang Tourism Village, the activities initiated by Aretha Hanny Patricia and Virtu Ozo Fable Tchaikovsky have made a real contribution in supporting the development of creative UMKM, especially Sigur.id. The preparation of creative writing modules has become a strategic solution to improve the ability of UMKM players to create attractive digital marketing content and according to product character. In addition, assistance in the HKI registration process also strengthens business actors’ understanding of the importance of protecting brands and product designs. Through an applicable and comprehensive approach, this program can encourage UMKM players to be more ready to compete through strengthening brand identity and effective communication strategies in the digital era.
