Program Background:

The International Cooperative Alliance (ICA) has about 110 members across 29 countries in the Asia-Pacific (AP) region, including apex bodies, national-level federations, sectoral federations, government departments, and ministries. However, not all of these members have a strong digital presence. A few do not have websites, while around 75% are on Facebook, 40% on Twitter/X and LinkedIn, and 30% on Instagram. These figures reflect a basic presence, with even fewer members actively engaging their stakeholders.

It's concerning that only 20 out of 110 members in AP use the .Coop domain. As the custodian of the Statement on Cooperative Identity (SCI), ICA promotes the .Coop domain and Coop Marque worldwide to help cooperatives stand out. If ICA members are not embracing this global identity and branding, it’s challenging to expect widespread adoption. Being recognized as part of the cooperative identity can significantly boost visibility, yet many cooperatives still struggle to achieve this.

Another major challenge is sharing the impactful stories of millions of cooperatives, which often remain untold. In today’s rapidly evolving digital landscape, cooperatives need to innovate and adapt to stay relevant, visible, and impactful. Cooperatives across the globe, including those in the Asia-Pacific region, are making valuable social, economic, and environmental contributions and actively supporting sustainable development goals. Despite these efforts, many cooperatives struggle to show the significance of their work to a wider audience, including potential members, stakeholders, and the general public. To address this, effective storytelling and leveraging digital channels such as social media, websites, video platforms, and podcasts are essential to reach diverse audiences. By adopting these tools, cooperatives can grow their reach, attract younger audiences, and increase awareness of the cooperative movement’s values and mission

Under the ICA-EU FFPA2, the ICA-AP Regional Office conducted a needs assessment of its member organisations, and the need for knowledge sharing and training in enhancing visibility, branding, and developing effective communication strategies was identified.

This two-day knowledge-sharing cum training program aims to equip cooperatives with the knowledge, tools and strategies necessary to enhance their branding and visibility in the digital age. Participants will learn how to leverage digital platforms, emerging media, and data-driven approaches to build a strong cooperative identity and communicate their stories effectively. Through interactive sessions and hands-on exercises, participants will review their cooperative’s digital presence, understand core branding and strategic communication aspects, and gain actionable insights.

Target Audience:

Representatives from various member organisations of ICA in the Asia and Pacific region who are involved in communications, marketing and public relations, and international relations. The diverse group will allow for cross-learning and collaboration.

Program Objective and Key Focus Areas:

The main objective of the program is to understand the need to enhance the visibility of cooperatives by aligning with the global cooperative identity and leveraging digital tools to communicate their impact and broaden their reach. It will focus on areas such as:

1. Global Cooperative Identity Alignment: Strengthening cooperative identity by aligning local efforts with global cooperative standards, such as the .coop domain and Coop Marque, to create a unified brand presence.
2. Digital-First Branding: Understanding the role of a strong digital presence, including websites, social media, and multimedia content, to stand out in the crowded cooperative landscape.
3. Storytelling for Impact: Crafting compelling narratives that capture the essence of cooperative values and missions to engage and resonate with audiences.
4. Emerging Media Platforms: Exploring the power of podcasts, live streaming, and video marketing to enhance cooperative visibility and attract new, younger audiences.
5. Data-Driven Strategies: Learning how to use analytics and data to track engagement, improve visibility, and develop a dynamic, long-term communications strategy.

Program Outcomes:

1. Knowledge sharing between ICA member
2. Enhanced capacity of ICA members to leverage digital media platforms to share their impactful stories
3. Enhanced digital presence and activity of ICA members

Tentative Program:

General Information:

Accommodation – We will reserve your single accommodation (bed and breakfast) in Kuala Lumpur for a maximum of 3 nights (Check-in on 4th February 2025 and Check-out on 7th February 2025). The check-in time in Malaysia is 3:00 pm, and we suggest you book your arrivals accordingly. We will not be able to accommodate your requests if you wish to arrive early or stay longer, and request you to make your arrangements.

Meals – We will arrange dinner on the 4th, 5th and 6th of February, lunch on the 5th and 6th of February, and coffee/ tea and refreshments will be served during the program on the 5th and 6th of February.

 

Travel – We will reimburse the airfare & local transport to and from Kuala Lumpur (the flights should always be the most direct and in economic class) for up to 750 euros max. Please note you will need to submit the following original supporting documents to initiate the reimbursement process

• The invoice for the flight booking and the travel itinerary document
• The original boarding pass (both ways)
• Tickets/proof of your local transportation from: Include all costs from the start of your journey (e.g. home, office) to the final place of arrival (e.g. hotel, event venue). This means that local transport (from/to the airport) via bus/train/metro/taxi should be included here. All the other local transportation is not eligible.
• There cannot be any rerouting nor any layovers serving a purpose other than transferring between connecting flights
• The flight cost should be reasonable regarding economy and efficiency.

Airport Transfers in Malaysia – We will provide airport transfers in a group setting, provided we receive the flight details of the participants by January 31, 2025, at the latest.