Propuesta de Plan de Comunicación Integral para el Banco del Instituto Ecuatoriano de Seguridad Social como Institución Financiera Pública

Abstract

The Bank of the Ecuadorian Social Security Institute BIESS is a public financial institution that was created to manage the pension fund belonging to the Ecuadorian Social Security Institute IESS. This institution potentiated personal loans and created a product for mortgage loans with better conditions offered by private banks; which, although they ranked the BIESS as the leading financial institution in place resources in this sector, generated an administrative burden well above the capabilities of the institution; which turned into a bureaucratic and inefficient institution. For the preparation of Integral Communication Plan was necessary a market study that allows us to define the position of the brand in the minds of potential or existing customers, and, from this, build a strong brand under the methodology of Andrew Haley Wright from Mind-Maps, which leads us to define the spirit that should potentiate the BIESS brand. From this, we build a communication strategy that is embodied in an advertising campaign to raise customer and to regain their confidence. KEYWORD: BIESS, IESS, Bank, Communication, Planning, Mark