Posicionamiento de marca, tradicional y digital, para la organización cultural CANO Artes Escénicas como una productora que garantiza la calidad de eventos artístico-culturales

Abstract

Abstract: Loja is considered the cradle of art, it has historically an important place in the artistic-cultural panorama of the country. The objective of this work is to develop a traditional and digital communication plan to strengthen strategic relationships and digital positioning of the cultural company CANO Artes Escénicas. It began with the construction of a Buyer Persona that gathers the needs, aspirations and main characteristics of the target audience of the brand. To gather the information, research methodssuch as analytical and social, in-depth interview, literature review and SEO audit were applied. After the study and analysis of the communication and positioning of the brand in social networks, it was detected that the company manages a pleasant visualaesthetic, but lacks consistency in publications, its communication planning should be permanent, as well as the generation of digital content that enhances its different products, achieving greater engagement and generating new leads. It is concluded that the brand requires the incorporation of communication tools such as a website and other marketing mechanisms, which will allow it to expand its presence in the artistic-cultural market.