KASAPAURA GOLD: Digital Storytelling untuk Penguatan Pemasaran dan Daya Saing Sulaman Kasap Aceh di Kabupaten Pidie

This community service program aimed to strengthen the marketing capacity of the Laila Souvenir craft group in Pidie Regency, Aceh, through the development and promotion of KASAPAURA GOLD, a product line based on Acehnese kasap embroidery. The program addressed limited product differentiation, brand identity, promotional content, and the use of online marketing channels. A participatory approach was applied through a preliminary survey, partner coordination, socialization, training, mentoring, monitoring, and evaluation. Activities covered product diversification into bags, accessories, and souvenirs; improvement of finishing and packaging; brand strengthening; product photography and promotional video production; and the preparation of cultural narratives for social media and marketplaces. The program produced documented product designs, promotional materials, a training module, and strengthened group management practices. Evaluation relied on observation and documentation of outputs; pre-post measurements, social-media analytics, and sales records were not collected, so the results are reported as process and output achievements rather than as measured economic impact. The program shows how product development, digital storytelling, and cultural heritage safeguarding can be combined in a single mentoring model for local craft groups.