: Plan de Comunicación Estratégica y Marketing Digital para la Asociación de Scouts del Ecuador,

Abstract

Abstract: This work addresses the analysis and design of a strategic communication and marketing plan digital for the Scout Association of Ecuador (ASE). Through an exhaustive diagnosis, areas for improvement were identified in the current management of digital communication and the treatment of social networks and the ASE website, highlighting the need to Strengthen online presence to attract new members. The proposed plan focuses on innovative digital strategies, including the need to create innovative content and attractive, collaboration with influencers and the implementation of a strategic calendar of publications. Specific objectives, such as increasing the level of interaction in networks Social networks and website are integrated to achieve 25% growth on the platforms of the ASE within a period of twelve months. This plan is not just presented as a sheet as a practical route, but also as a strategic response to the identified challenges, contributing to the strengthening of the digital presence of the ASE and the fulfillment of its growth goals.