Plan de comunicación estratégica y marketing digital para la Empresa Fundación Social Heraldos

Abstract

Abstract: The present Curricular Integration Work comprises the completion of three chapters in order to elaborate a Strategic Communication and Digital Marketing Plan for the non-profit organization, Fundación Social Heraldos, which aims to enhance its digital authority, build an engaged community, attract financial resources through donations, and boost volunteer recruitment. The research methodology used in this study focuses on a mixed approach, employing qualitative and quantitative research techniques such as: document review (SWOT analysis and CANVAS model), direct observation (Marketing Mix analysis), web analytics, in-depth interviews, and focus groups, in order to gather information for diagnosing the company's situation. Likewise, a creative strategy is developed, which includes a digital campaign with a concept that invites people to participate, rather than merely being informative. Finally, through this plan, the aim is to work on those areas of improvement regarding its digital communication management that will allow it to stay at the forefront and disseminate its social mission.