Plan de comunicación estratégica y marketing digital para la empresa La Kreatoria

Abstract

Abstract: This curricular integration project proposes a strategic communication and digital marketing plan for the agency LaKreatoria, located in the city of Loja, Ecuador. The research addresses the identified problem: the lack of an active digital presence, which negatively impacts its positioning, visibility, and acquisition of new clients. To this end, a comprehensive evaluation of the company's current communication situation was developed, identifying weaknesses, strengths, and opportunities in the digital environment. The methodology employed a mixed-methods approach, using qualitative techniques such as interviews, focus groups, and direct observation, combined with quantitative analysis. Based on the findings, a value proposition was designed focused on strengthening brand identity, improving online visibility, and attracting a new target audience in a segmented manner. The project is structured in three chapters that address the methodology, the analysis of results, and the strategic proposal. This project contributes significantly to the consolidation of the brand in digital environments and generates a roadmap applicable to other similar companies facing communication positioning challenges.