Plan de comunicación estratégica y marketing digital para la Asociación de Fotógrafos Ecuatorianos

Abstract

Abstract: This study provides a detailed diagnosis of the current situation of the Ecuadorian Association of Photographers regarding their strategic communication, their marketing and their brand positioning as an organization. There is a clear identifying of the challenges the association has, such as a clear communication gap between the benefits that the organization offers and the acknowledgement of these benefits by the associates. There is also a lack of proactive management in the association s social media, which limits its capacity to engage in an effective manner with its audience. The study also highlights the need to optimize the functionality and content of their website to offer a better experience to its users. Among the recommendations, there is the making of strategies that help to improve the visibility of the organization, attracting a younger and diverse audience; as well as optimizing the interactions and feedback given by an already existing audience.