Plan de comunicación estratégica y marketing digital para la empresa AA MANAGEMENT

Abstract

Abstract: The primary objective of this project is to diagnose the current communication and digital marketing strategies of AA Management and propose a comprehensive action plan to position the company in the field of marketing and digital advertising. Surveys targeting the audience were conducted, along with an analysis of social media metrics, which identified five areas for improvement: the absence of a website, the need to increase social media engagement, among others. Additionally, a creative strategy was developed based on the brand's proposed values and the potential to generate content derived from its target audience. The research conducted allowed for market segmentation into a primary and secondary audience, with a key message proposed for each segment. The proposed actions aim to enhance visibility, strengthen brand identity, and create an emotional connection with the target audience. This work, therefore, will enable the development of appropriate digital strategies for the company's communication efforts.