BukSU Guides IP Enterprises in Branding and Online Marketing

Bukidnon State University carried out a three-day extension program from December 3 to December 5, 2025, guiding Indigenous Peoples enterprises from logo development to hands-on digital marketing planning under its Extending Technology and Enabling Digital Marketing initiative.

The initiative was implemented through the university’s Bachelor of Science in Entertainment and Multimedia Computing program and the Information Technology Department.

It involved five Indigenous Peoples organizations from Bukidnon and Misamis Oriental: Impahanong Samuyawan Livelihood Farmers Association, Kaabutan Association and HISAFA, Makatagbaw Higaonon Tribal Group Association, Kalandang Weavers Association, and Tagmaray Kalipay San Luis Mabuhay. Their products include citronella oils, cinnamon-based goods, bamboo and rattan crafts, hinabol textiles, and abaca scrunches.

Activities on December 3 introduced the EXTEND initiative, with project leader Dr. Marilou Espina outlining its scope and focus on branding and digital tools for community enterprises. “Through EXTEND, we aim to empower Indigenous communities not only to preserve their cultural heritage but also to present their products to wider markets through modern branding and digital tools,” she said.

Student designers facilitated the presentation of draft logos and branding concepts during the first phase. Representatives of the participating organizations reviewed the proposals, provided feedback and worked with facilitators to align visual elements with their products and community identity. Design revision and finalization sessions allowed participants to establish branding guidelines for digital use, with finalized logos presented at the end of the phase.

Phase 2 of the initiative took place on December 4 and 5 and focused on digital publication materials and online marketing practices. The sessions covered visual design principles, brand consistency and content preparation for digital platforms, with participants producing posters and infographics and taking part in group critiques.

The final day focused on digital channels and marketing strategies. Discussions covered email and content marketing, basic search engine optimization and online advertising. Participants also reviewed the functions of platforms including Facebook, Instagram, TikTok and X, then developed a one-week social media campaign plan with visuals and captions suited to their products.

A formal signing and approval of the completed logos and branding materials was held during the program, indicating adoption of the visual identities by the participating organizations.

“Because of the marketing strategies we learned, we now have a broader market, and more people are beginning to recognize our products,” said one participant. Espina said the initiative aligns technology use with education and cultural preservation, supporting Indigenous communities in applying digital tools while maintaining their heritage. (Raul D. Lecaros/College Secretary, College of Technologies)