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Permodalan Nasional Madani wins award at OMNI Brands of the Year 2023
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his year, Permodalan Nasional Madani was among the winners in the Marketeers OMNI Brands of the Year event in the 360 Brand Communication Category.
PT Permodalan Nasional Madani (PNM) successfully combined an online and offline campaign throughout 2022, achieving strong brand positioning. Aside from cementing its brand as a state-owned enterprise (SOE) that focuses on the development of mid, small and medium enterprises (MSMEs), the successful campaign also managed to improve its business performance.
The success of PNM offers a snapshot of the recovery of MSMEs after the COVID-19 pandemic. This conclusion is based on the amount of credits absorbed by people’s businesses; it has been recorded that credit growth until August of 2021 went up to around 2.43 percent annually year-on-year (yoy).
Furthermore, PNM has two approaches in their plan to support MSME recovery. The first is an offline approach that supports MSMEs through funding and empowerment. Within their empowerment program, the company initiated an educational program named Madan Entrepreneurship Academy (MEA), which was attended by 970 participants who were tasked with ideating new product ideas.
After successfully creating a new product in the MEA program, the product is then perfected in the brand-activation program, which exports MSME products. This means PNM directly contributes to the creation of markets for local businesses.
“To optimize the mitigation of extreme poverty in Indonesia, we think it is important to approach the issue collaboratively. We should also collectively integrate P3KE data into our PNM customer database, to aid in the implementation of PNM’s future programs. Additionally, doing this will boost the morale of PNM employees because the programs we are implementing are aligned with the government's priorities regarding alleviating poverty in Indonesia,” said Arief Mulyadi, the chief director of PNM, after receiving the Marketeers OMNI Brand of The Year 2023 award for the 360 category.
Another important aspect of PNM’s efforts is its Desa Binaan Madani and Madani Village Empowerment programs. These initiatives are implemented in West Java by developing and empowering villages in the regions so they can achieve independence and good welfare.
The Madani Village program in particular is a unique initiative because it is a village guided by PNM. It is a locally based empowerment program that aims to elevate the image of PNM, raise awareness of its products and grow its customer base, which will eventually provide an increase in the company income.
The second aspect of its plan uses creative communication via various social media, including YouTube. Educational and inspirational content such as PNM-led MSME success stories, an inspirational video series and its Bakool Program are uploaded to its channel, free for the masses.
Furthermore, PNM does brand activation on its Instagram account by uploading inspirational content. A few notable uploads that have received attention from netizens include PNM Learning Festival, PNM Innovates, PNM Shares Independence Savings and Bakool Program, all of which are educational content aimed toward MSMEs that wish to grow.
Aside from that, digitalization and the utilization of technology for businesses are heavily implemented into the development done by PNM. Via the PNM app, Digi Nasabah, citizens can access information regarding credits that are connected to gold reserves in pawn shops.
