To capacitate the regions in incorporating the integrated marketing communication (IMC) approach to promote research and development (R&D) outputs, the Philippine Council for Agriculture, Aquatic and Natural Resources Research and Development of the Department of Science and Technology (DOST-PCAARRD) conducted a three-day training on IMC last May 22–24, 2024 at B Hotel Alabang, Muntinlupa City, Metro Manila.
Themed “Mainstreaming Science: Promoting R&D Results in the Regions through Integrated Marketing Communication,” the training was participated by technology transfer and science communication cluster coordinators, as well as regional staff members involved in the communication and promotion of research outputs, technologies, and services across the 14 regional consortia.
In his welcome message, DOST-PCAARRD Executive Director Reynaldo V. Ebora emphasized the need to intensify science and technology (S&T) promotion through IMC and complementary efforts in producing effective information, education, and communication (IEC) materials.
“Young as it may seem, we already felt the potential of mainstreaming S&T using IEC and IMC approaches. These include a continuous production of quality creative content for our social media and a more thematic promotion using different marketing channels, which have resulted in higher engagement in social media platforms and increased awareness by our target audience,” said Dr. Ebora.
Dr. Ebora also mentioned the development of promotion platforms and strategies as the agency expands outreach and caters to a wider range of audiences through digital media.
Director Marita A. Carlos of the Applied Communication Division (ACD) further discussed the innovation of S&T promotion through IMC and the involvement of the participating regional consortia.
“With you as our participants in this training-workshop—you are our partners in localizing and tailor-fitting our S&T promotion programs and strategies to your institutions,” Dir. Carlos said.
With his extensive experience and expertise in marketing, Dr. Nelson B. Guillen, Jr. served as the resource person of the training. Dr. Guillen is the head of the Marketing and Advertising Research Subcenter (MARS) at the De La Salle University, Manila where he also teaches as an assistant professor.
Providing context on the applications of IMC in the agriculture, aquatic, and natural resources (AANR) sector, Technology and Innovation Promotion Section (TIPS) head, Dr. Paul Jersey G. Leron presented the Council’s award-winning efforts and IMC-based campaigns such as Lakbay GALING, Saribuhay, Flavors of Science, and LINANG.
The training tackled the background and concepts of marketing as well as the principles and strategies behind the IMC approach. The participants produced Lean Marketing Canvases, employing their campaign’s marketing needs, and an IMC framework reflecting the marketing strategies as a guide in promoting AANR S&T products, technologies, or services.
During the workshop, participants were assigned into five groups based on geographical locations. The Ilocos Agriculture, Aquatic and Natural Resources, Research and Development (ILAARRDEC), led the Northern Luzon group which presented an output on promoting onion mechanization. The Central Luzon Agriculture, Aquatic and Natural Resources Research and Development Consortium (CLAARRDEC) of the Southern Luzon group followed through with the presentation on the promotion of aquaculture S&T landscape for young agri-preneurs, Central Visayas Agriculture, Aquatic and Natural Resources Research and Development Consortium (CVAARRDEC) of the Visayas group on the innovation of ube, SOCCSKSARGEN Agriculture, Aquatic and Natural Resources Research and Development Consortium (SOXAARRDEC) of Mindanao group on the promotion of coffee, and Promotion and Advocacy Section of the Applied Communication Division (ACD-PAS) for the National group on transforming DOST-PCAARRD’s Farms and Industry Encounters Through S&T Agenda (FIESTA) into an IMC.
The outputs of the training will serve as bases for crafting and eventually developing IMC programs and initiatives for DOST-PCAARRD’s regional consortia.
In the digital age, DOST-PCAARRD has continuously explored and developed strategies for promoting R&D results, such as the application of IMC in communicating and popularizing complex concepts and ideas in science. This non-degree training program is the third installment led by ACD under the capacity building banner program of the agency.