Plan de marketing y comunicación digital para la empresa Gráficas del Sur imprenta offset

Abstract

Abstract: This Curricular Integration Project aims to develop a digital marketing and organizational communication plan for Gráficas del Sur Imprenta Offset, a company located in Cuenca, Ecuador, with over 10 years of experience in the graphic arts industry. Despite its local recognition, the company faces limited visibility in digital environments, which affects its ability to attract new clients and consolidate its position against the competition. Through a mixed-methods research approach, combining qualitative and quantitative tools such as interviews, surveys, direct observation, SWOT, PESTEL, and CANVA analyses, the main communication weaknesses and strategic opportunities were identified. The findings allowed for the design of an intervention proposal aimed at strengthening its digital ecosystem, professionalizing social media management, and establishing more effective communication with its key audiences. This work provides a viable and contextualized roadmap that seeks to improve the company's competitiveness, not only through the quality of its services, but also through the digital experience it offers the customer. Overall, it proposes a sustainable transformation based on innovation and strategic planning.