Plan de marketing y comunicación digital para APDE ECU

Abstract

Abstract: This Curriculum Integration Project aims to strengthen the visual and discursive coherence of the educational consulting firm APDE ECU across its various digital channels, specifically Facebook and Instagram, utilizing its existing TikTok format given the success of its content on that platform. Starting with a diagnostic assessment of the company's digital communication, deficiencies were identified in the areas of graphic identity, narrative consistency, and interaction with the target audience. The action plan is based on content marketing strategies, digital branding, and the reuse of content adapted to a six-month timeframe. Activities included the creation of an institutional graphic identity, the drafting of a storytelling manual, the implementation of visual templates, and interactive campaigns. Evaluation mechanisms were also proposed using clear and measurable indicators. This Curriculum Integration Project seeks to contribute to improving the brand's digital positioning and its ability to generate meaningful engagement with its audience.