Plan de Comunicación Integral para el posicionamiento del periódico impreso Notimercio en entornos digitales, para el primer semestre del año 2025

Abstract

Abstract: This document presents a comprehensive communication plan for Notimercio, a hyperlocal print media outlet, aimed at strengthening its digital positioning during the first semester of 2025. Based on an internal and external diagnosis, communication weaknesses were identified, including the absence of a digital strategy, low engagement on social media, and limited content diversification. In response, SMART objectives and multichannel strategies were developed following the RACE model and evaluated using the Communication Management Bridge. The proposal includes thematic campaigns, communication lines, visual assets, a weekly content calendar, a projected budget, and an evaluation matrix with clear KPIs. Additionally, key audiences were segmented through buyer persona profiles, allowing for targeted actions by channel and audience type. This work contributes to the digital transformation of a traditional media outlet from a strategic, participatory, and measurable approach, with potential application in other community-based communication environments.