Project Overview:
The CAST-Cambodia initiative, funded by the United States Department of Agriculture (USDA), is a five-year project aimed at promoting commercialization and trade within Cambodia’s aquaculture sector. The project focuses on increasing aquaculture productivity, improving market linkages, and enhancing the business environment through partnerships with key stakeholders. The project is implemented in six provinces across Cambodia, including Kampong Thom, Siem Reap, Battambang, and Pursat.
To further support the development of small and medium-sized enterprises (SMEs) within the aquaculture sector, the project partnered with local agencies to provide tailored branding and digital marketing services. Seven SMEs were selected to receive a complete brand overhaul and digital marketing training to increase their online visibility and boost sales in both domestic and international markets.
Goals:
- Increase brand value and visibility for aquaculture SMEs across online platforms.
- Improve SME awareness and trust among target audiences by developing strong branding and marketing strategies.
- Equip SMEs with knowledge and tools to effectively run digital marketing campaigns and measure their performance.
- Provide SMEs with the ability to create and analyze digital content that resonates with their target audience and boosts sales.
Challenges:
- Brand Identity: Many business owners lacked awareness of the importance of a consistent brand identity and struggled to establish trust among consumers, especially when competing with international brands.
- Resource Constraints: SMEs faced limited access to high-quality packaging designs and the right specialists, coupled with tight budgets and time constraints.
- Digital Literacy: Business owners were unfamiliar with basic digital marketing tools, creating significant barriers to engaging effectively with online platforms.
- Market Competitiveness: Cambodian SMEs struggled to compete with international competitors who offered trusted brands and higher-quality packaging.
Project Scope:
Branding Materials Design and Print:
- Logo design, business cards, logo stickers, packaging labels, and signboards were created for all SMEs.
- Each SME also received unique marketing materials such as banners, I-stands, and invoices.
Digital Marketing Setup:
- Facebook pages were created and set up for each SME, including a Facebook shop for product listings.
- Canva design platforms were set up for each SME to allow them to create their own promotional content.
Training and Consultation:
- SME owners were trained on the basics of digital marketing, including how to create effective content, analyze post performance, and boost posts to reach target audiences.
- Ongoing coaching focused on developing the unique brand identity of each SME and how to effectively promote products online.
Deliverables:
- Site Visits and Individual Coaching: Business assessments and site visits were conducted for all SMEs, during which a complete market and operational analysis was performed.
- Branding and Marketing Materials: Custom designs for logos, business cards, packaging labels, signboards, and digital marketing templates were created and delivered to each SME.
- Facebook and Canva Setup: Each SME was provided with a fully operational Facebook page and Canva design account, along with post templates and product descriptions.
- Training and Follow-up: A comprehensive training program was conducted to educate SME owners on branding, digital marketing, and content creation. The project also included one month of post-project technical support to ensure successful implementation of marketing strategies.
Accomplishments:
- Brand Development: Seven SMEs received a complete branding overhaul, making their products more visually appealing and competitive in the market.
- Digital Marketing Awareness: Business owners gained vital knowledge in digital marketing, empowering them to run their own campaigns and build online brand visibility.
- Improved Market Competitiveness: Through enhanced branding and packaging, SMEs were better equipped to compete with international competitors and appeal to both domestic and international consumers.
Conclusion:
The CAST-Cambodia branding and digital marketing initiative successfully addressed the needs of seven aquaculture SMEs, helping them increase brand visibility and improve marketing efforts. By providing comprehensive training, branding materials, and ongoing support, the project laid the foundation for these SMEs to expand their market reach and remain competitive in the growing aquaculture industry.
