Plan de comunicación digital para mejorar el posicionamiento de marca para la Gobernación del Cañar año 2025

Abstract

Abstract: In the midst of the digital age, the Cañar Governor's Office is feeling the pulse of a citizenry demanding agile and transparent dialogue. The goal is to design a strategic communications plan that will project it as a modern, technological, and approachable entity by 2026. The warmth of interviews and focus groups was combined with the precision of 380 surveys; in addition, SWOT, PESTEL, and SEO audits served as "X-rays" of the communications ecosystem. The result was that 60% of people appreciate the current media, but the truth is that they are demanding concrete messages and less cumbersome processes. Facebook and WhatsApp dominate the scene, and the official website lacks engaging stories and guiding metrics. The plan outlines participatory micro-campaigns, chatbots, cultural storytelling, and quantified goals: increasing engagement by 30% and reputation by 20%. Based on this, it was concluded that if the institution transforms its platforms into digital public squares, it can transform mistrust into citizen complicity and become a provincial benchmark for public innovation.