Plan de comunicación estratégica y marketing digital para posicionar el Voluntariado Idente Internacional de la Asociación Internacional Juventud Idente

Abstract

Abstract: In this work with the applied instruments, the communication status of the international Idente Volunteering, a relevant activity of the Idente Youth Foundation, has been evaluated. The objective of this work is to diagnose the organization s communication and then offer a proposal for a strategic communication and digital marketing plan to give visibility to the Idente International Volunteering to be applied in 2025.Two target audience segments have been identified; primary: Young people from 18 to 35 years old and the secondary segment: adults from 35 to 70 years old. Regardind the methodology, the descriptive research design has been followed and the mixed method research approach has been followed. The results obtained were collected in: advertiser brief, design brief, social media analytical sheet, strategic brief, PESTEL, FODA, análisis of the real marketing mix situation, SEO and SEM análisis and survey. In general, the data coverge on the need to give visibility to Idente International Volunteering on social media.