Plan de comunicación estratégica y marketing digital para la unidad educativa Sagrada Familia de Ambato

Abstract

Abstract: This work proposes a strategic communication and digital marketing plan to increase the visibility of the Sagrada Familia Educational Unit in digital media, for which it was required to establish a methodology and research tools, which allowed the collection of quantitative and qualitative data, to determine the current situation of the Institution under study, providing a global overview of its internal and external environment. allowed to know its strengths, weaknesses, opportunities and threat, for the design of the SWOT, Pestel, Brief of the advertiser, Marketing Mix, an analysis of the website, social networks and survey was carried out. Based on the information obtained, strategies, actions, responsible, audiences and metrics are proposed to achieve the objectives of a digital media campaign. The best options to increase the visibility of the Institution in digital media and how to get new followers, interaction, engagement, and loyalty were raised. Concluding that the Institution must improve its digital image with planning, implementation, measurement and correction of digital actions, which must be in accordance with the institutional objectives.