Plan de comunicación y marketing digital para el club deportivo Guayaquil City FC

Abstract

Abstract:A comprehensive marketing plan was developed for Guayaquil City FC, designed to optimally address the identified needs and weaknesses. This plan was based not only on the interview with the marketing manager but also on concrete data obtained from Guayaquil City FC. The brand's positioning and visibility in the competitive national football market were examined in detail, including a thorough analysis of products, services, and the operating environment using techniques such as SWOT and PESTEL analysis. The analysis of the marketing mix (product, price, place, and promotion) led to the development of communication strategies targeted at the established ideal customer or buyer persona. Emphasis was placed on increasing the sense of belonging and promoting stadium attendance, especially by highlighting safety in times of uncertainty. The advertiser's brief provided valuable insights for the brand, focusing on attracting new followers and increasing visibility. It highlights the importance of SEO analysis as a key factor in optimizing the club's social media engagement. The digital marketing and communications plan for the Guayaquil City FC sports club was designed to be economically viable, leveraging the club's existing resources and minimizing investment costs, which significantly benefits the institution.