Plan de comunicación estratégico digital para fortalecer el posicionamiento de marca del Centro de Apoyo en la Crianza y la Maternidad y Paternidad; Acunar de la provincia de Loja, durante el 2021

Abstract

Abstract:The purpose of this thesis was to investigate the communicational situation of the company Centro de Apoyo en la Crianza y la Maternidad y Paternidad -Acunar-, based in the city of Loja and whose main services are to provide advice and support to couples, pregnant women, fathers and mothers. To fulfill this purpose, a mixed methodology (quantitative and qualitative) was applied, and research techniques such as bibliographic review, social network analysis, web analysis and semi-structured interview, which will obtain a comprehensive diagnosis of the company. In this way, it was determined that Acunar registers shortcomings that hinder the positioning of its website and corporate accounts in social networks, such as the absence of strategic planning that contributes to the fulfillment of organizational objectives. As a result, a digital communication plan was proposed that involves the execution of strategies, tactics and actions aimed at improving the positioning of the business brand on digital platforms according to the expectations of its target audiences.