Estrategia de comunicación integral 360° para el posicionamiento de la Cooperativa de Ahorro y Crédito Credimás en la ciudad de Ambato

Abstract

Abstract: Organizations and companies during the last decade have undergone quite significant transformations due to the appearance of new information and communication technologies in the world, and consequently due to the health challenge that the Covid-19 pandemic entailed, in terms of marketing. and corporate communication. The main purpose of this research project was the proposal of a 360° comprehensive communication strategy for the positioning of the "Credimás" Savings and Credit Cooperative, in the city of Ambato, that is, a comprehensive strategy that encompasses multiple dynamic themes. and interactive. It has been possible to objectively analyze the environment and the current situation in order to identify the main strengths and weaknesses of the financial institution and how its brand positioning is at the level of the external public. Finally, a social media marketing plan was proposed with the aim of generating 360° communication tactics and actions to increase the recognition of the company in the impact audience.