Plan de comunicación digital para el posicionamiento de la Fundación ArtePraxis en sectores culturales y artísticos del Ecuador

Abstract

Abstract: The ability to transmit messages massively and in real-time across multiple platforms is what makes digital communication important and accessible. In this context, the present thesis focused on positioning the ArtePraxis Foundation in Ecuador by developing a strategic communication plan. To carry out this study, quantitative research techniques were employed; 78 individuals were surveyed using online forms to gather information in a synthesized manner. Additionally, an internal and external analysis of the organization was conducted through an SEO audit, online measurement tools were used to interpret data, and a social media audit was performed to monitor social networks. As a result, a digital communication plan was proposed that includes clear objectives, communication strategies, actions, tactics, and content distribution. These initiatives aim to increase brand awareness and strengthen the Foundation's positioning, all in line with its corporate philosophy.