Serip 360°: Bizhub Polibatam Strengthens Branding and Digitalization of Pandang Tak Jemu Mangrove Tourism Village

BATAM, Indonesia — Kampung Tua Bakau Serip, home to the Pandang Tak Jemu Mangrove Tourism Village, has entered a new phase of digital transformation through the Serip 360° Program – Branding Enhancement, Promotional Digitalization, and Activation of Community-Based Digital Tourism Campaigns. This flagship initiative of the Center of Excellence in Business Innovation (Bizhub Polibatam) was implemented over one semester as a sustainable mentoring program aimed at empowering the local community in a holistic manner.

The transformation began with strengthening the destination’s identity. The Bizhub Polibatam team, together with lecturers and students from the PBL CDIO Applied Business Administration Program, collaborated with the Pandang Tak Jemu Tourism Awareness Group (Pokdarwis) to formulate a brand identity that reflects the uniqueness of the mangrove ecosystem. The outputs include an official logo, visual elements, brand narratives, and branding guidelines, which now serve as the main reference for promoting the tourism village.

This identity was further reinforced through the digitalization of promotional channels. Pandang Tak Jemu Mangrove Tourism Village is now actively managing its Instagram, TikTok, Google Business Profile, and website, supported by strategic mentoring covering content planning, storytelling, and audience reach enhancement. This digitalization bridges the destination with modern tourists who rely heavily on digital search and online platforms.

Local human resource empowerment became a central pillar of the program. Serip 360° established an Internal Promotion Team within the Pokdarwis, complete with an organizational structure, standard operating procedures (SOPs), a content calendar, and independent monitoring instruments. Community members were also equipped with content production skills—ranging from visual creation and caption writing to mangrove storytelling—which now actively enrich the village’s social media presence.

Branding and Digitalization Assistance for Mangrove Tourism Villages through the Serip 360° Program

Innovation was further strengthened through the implementation of QR Trails and interactive signage, enabling visitors to independently access information about mangrove species, village history, and digital maps. In addition, a trilingual digital catalog (Indonesian, English, and Mandarin) was developed to reach international tourists.

The culmination of the program was marked by the digital campaign “Experience the Living Mangrove,” involving media partners and creative communities. This campaign positions Pandang Tak Jemu as an educational mangrove tourism destination that is highly relevant to urban travelers.

Bizhub Polibatam emphasizes that Serip 360° represents a long-term investment in building community capacity and sustainability. This mentoring model is expected to be replicated in other tourism villages across Batam and the Riau Islands.

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