Plan de comunicación estratégica y marketing digital para el Gobierno Autónomo Descentralizado Municipal del Cantón Sucúa

Abstract

Abstract: This research work focused on the creation of a Communication Plan Strategic and Digital Marketing for the Municipal GAD of the Sucúa canton, with the objective of improve the effectiveness of institutional communication and promote what is called citizen participation, aiming to move forward with the corporate image around more similar institutions in Ecuador. Through a diagnosis of the current situation of the institution and using quantitative and qualitative investigative methodologies, collected data that highlighted the importance of communication with clients while respecting ¨tradition¨ and ¨values¨ as a public institution identified as keywords. The The results obtained suggest that within the Municipal GAD more presence is required in more digital platforms apart from the one they use to improve communication and at the same time improve digital engagement through entertaining, personalized content and strategies segmented that address specific interests in the different identified audiences. The conclusions point out what was learned with this research and the needs of implement an approach focused on digital communication and marketing, prioritizing the transparency and the satisfaction of citizens' expectations, so that, in addition to clients, support the corporate image of the Organization.