Plan de comunicación digital para posicionar la marca EPMUCILA EP en la ciudad de Latacunga

Abstract

Abstract: Digital strategic communication in for-profit or non-profit organizations is an important process and this must be applied in public companies, to position and strengthen the brand. Therefore, this research proposes the creation of a Digital Communication plan to position the EPMUCILA EP brand in the city of Latacunga, which implies strengthening digital communication strategies. For the development of the project, an analysis of the current situation was carried out, data collection from internal and external audiences applying research techniques and instruments with a qualitative and quantitative approach; SEO analysis, Social Media Audit, in-depth interviews, physical surveys. The results obtained showed that a large percentage of users believe that the EPMUCILA EP does not respond to the needs of the audience. In addition, of the 383 respondents: 313 respondents representing 92% mention that communication services do not meet the needs of citizens. In such a way that it is necessary to create an annual communication plan to create digital communication strategies that are attractive to position the brand in its audiences.