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Mapping the customer journey of a government project for farm to market roads


The Philippine Rural Development Project (PRDP) of the Department of Agriculture is a farm-to-market road initiative with the World Bank. The project also recently evolved into other areas as well, including livelihood and stakeholder engagement.

The Department of Agriculture initially approached us to run a workshop on marketing and communication campaigns for their team and key partners.


Instead of focusing on marketing alone, we helped the group map the whole journey of its stakeholder farmers to identify the communication gaps during their entire engagement with the project.

After identifying the gaps and low points in the PRDP stakeholder journey, the participants ideated and created potential innovative solutions to make the project experience of farmers more engaging and delightful.

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