Plan de Comunicación Estratégica Integral para Pioneros - Punta Blanca Urbanización y Club de Playa

Abstract

Abstract: The development of new technologies facilitates communication, but in companies they generate an informal space, which in the event that it is not controlled or planned, represents a threat to the work environment. From there arises the objective of this research that deals with proposing a comprehensive strategic communication plan for the real estate developer "Pioneros" in the Punta Blanca Urbanization and Beach Club project. To comply with this proposal, an investigation was carried out with a mixed approach, through an interview with the manager and surveys of all employees, 10 external sellers and 98 clients who accessed the homes in the years 2017-2022. Among the main findings, it is identified that the entity did not have a communication plan, which allows employees and customers to have relevant information about the organization. To this end, a plan is established to improve communication with employees in which it is proposed to promote identity and a sense of belonging. For current and potential customers, a greater visual entity and presence in social networks is proposed.