AbleMarketers Bandung: Unlocking Digital Marketing Potential of Persons with Disabilities

On Monday, January 15, 2024, the American Corner ITB hosted the AbleMarketers event. AbleMarketers is a program designed by Parakerja and the U.S. Embassy in Jakarta to provide digital marketing training for individuals with disabilities. AbleMarketers Bandung, as part of this program, was bring together 20 talented participants with various disabilities, including hearing impairment, autism, visual impairment, physical disabilities, intellectual disabilities, and mental health challenges. The AbleMarketers activities will take place over the next 5 days, from Monday to Friday, January 15 to 19, 2024, from 09:00 to 16:00 WIB.

The opening ceremony was attended by guests from the West Java Provincial Government, including the Departments of Social Affairs, Manpower, and Transmigration, as well as Cooperatives and SMEs. Initially, the Governor of West Java was supposed to attend the event but was represented by the Head of the Department of Social Affairs of West Java.

The event commenced with a speech by Dr. Hj. Ida Wahida Hidayanti, S.H., S.E., M.Si., the Head of the Department of Social Affairs of West Java, representing Bey Triadi Machmudin S.E., M.T., the Governor’s Representative. The agenda then proceeded with a virtual address from Abraham Lee, Deputy Cultural Attache, followed by a speech from Dwina Fatimiyah Shidiq, M.I.Kom., the Director of the American Corner ITB, representing the Head of the ITB Library as the host of the event. The final remarks were delivered by Rezky Achyana, the CEO of Parakerja, followed by a group photo session.

Following the photo session, the training session on Day 1 continued with four modules presented by trainer Danang Santoso. The topics covered included Branding, Marketing, and Selling. These modules explained how to build brand image and identity to create a positive perception among consumers, aiming to establish brand identity, attract consumers, and build customer loyalty. The marketing section involved strategies, tactics, and market analysis to reach the target audience, followed by the selling process, a crucial aspect of business where products or services are offered to potential buyers. This stage involves various strategies to influence purchasing decisions, including communication, negotiation, and customer relationships. Additionally, material on Introduction to Digital Marketing, Understanding the Marketing Process, and Winning Products was also covered.

The objectives of this event are to provide individuals with disabilities the opportunity to develop digital marketing skills according to their needs, bridge the gap between knowledge and the workforce through internship opportunities, promote a more inclusive digital marketing industry by empowering individuals with disabilities to actively contribute as agents of change, and increase awareness and understanding of the capabilities of individuals with disabilities among entrepreneurs and the general public.

After AbleMarketers Bandung, the program will continue with AbleMarketers in Padang and Yogyakarta, which will take place at the American Corner Unand and American Corner Yogyakarta, respectively.