Strategi Komunikasi Digital LPAAI IPB dalam Mempromosikan One Village One CEO

Abstract

Perkembangan teknologi digital menuntut lembaga, termasuk perguruan tinggi, untuk mengadaptasi strategi komunikasinya agar tetap relevan dan mampu menjangkau khalayak secara luas. Lembaga Pengembangan Agromaritim dan Akselerasi Innopreneurship (LPAAI) IPB University menjalankan program One Village One CEO (OVOC), model pengembangan ekosistem bisnis desa yang telah meraih banyak penghargaan. Namun, penyampaian pesan dinilai belum optimal, interaksi dua arah masih minim, dan efektivitas komunikasi belum terukur. Penelitian ini bertujuan menjelaskan perancangan, pelaksanaan, dan evaluasi strategi komunikasi digital LPAAI IPB dalam mempromosikan OVOC. Penelitian menggunakan pendekatan kualitatif deskriptif dengan kerangka Teori Perencanaan dan Strategi Komunikasi Lima Langkah Cangara (2022), melalui wawancara mendalam terhadap lima informan, kuesioner terbuka, serta triangulasi sumber dan teknik. Hasil menunjukkan LPAAI IPB memetakan kebutuhan lima unsur pentahelix, menetapkan komunikator utama dalam promosi OVOC, dan memilih Instagram serta YouTube sebagai media utama. Pelaksanaan didukung media massa, OVOC News, poster inovasi, publikasi ilmiah, dan kolaborasi mitra bisnis, meski masih terkendala keterbatasan SDM dan konsistensi konten. Evaluasi diukur melalui laporan berkala dan KPI, namun belum optimal memanfaatkan data analitik media sosial. Disimpulkan bahwa strategi komunikasi digital OVOC telah dijalankan secara sistematis meski belum sepenuhnya optimal, sehingga disarankan penyusunan media planning yang lebih terstruktur.

The evolution of digital technology compels institutions, including universities, to adapt their communication strategies to remain relevant and reach a broad audience. The Institute for Agromaritime Development and Innopreneurship Acceleration (LPAAI) at IPB University implements the One Village One CEO (OVOC) program, an award-winning model for developing village business ecosystems. However, message delivery is considered suboptimal, two-way interaction remains limited, and communication effectiveness has not yet been measured. This study aims to explain the design, implementation, and evaluation of LPAAI IPB’s digital communication strategy in promoting OVOC. It employs a descriptive qualitative approach based on Cangara’s (2022) Five-Step Communication Planning and Strategy Theory, utilizing in-depth interviews with five informants, open-ended questionnaires, and source and technique triangulation. The results indicate that LPAAI IPB maps the needs of the five pentahelix stakeholders, designates key communicators for OVOC promotion, and selects Instagram and YouTube as primary media channels. Implementation is supported by mass media, OVOC News, innovation posters, scientific publications, and business partner collaborations, although it faces constraints regarding human resources and content consistency. Evaluation is conducted through periodic reports and KPIs, yet social media analytics data are not fully utilized. The study concludes that the OVOC digital communication strategy has been executed systematically—albeit not yet optimally—and recommends the development of a more structured media plan.