Plan estratégico de comunicación para el fortalecimiento de la imagen corporativa de la Cooperativa de Ahorro y Crédito Cámara de Comercio de Riobamba.

Abstract

Abstract: This document contains a study of the corporate image of the Riobamba Chamber of Commerce Cooperative, identifying its overall strengths and weaknesses by analyzing its current image, identifying internal and external communication needs, and finally proposing communication strategies aligned with the financial institution's values. This academic contribution will allow us to generate a strategic communications plan that will contribute to strengthening the institutional image, taking into account the tools and tactics that can be used to improve its visibility among members and the general public. This research will be developed applying the mixed methodology that allows us to obtain information through interviews, surveys, and Social Media and SEO audits, where some weaknesses were found such as: little digital presence since its image is perceived as traditional, with little dissemination of its benefits, low engagement, minimal use of tools for digital work and the measurement of audience interaction. For this reason, a proposal is presented that will improve the presence of the cooperative among its members and potential clients, benefits that will be reflected both internally and externally with strategies dedicated to interaction for users and clients where internal strategies such as corporate identity training for collaborators will be used, and external strategies such as digital campaigns on social networks, website and public events, in this way this plan seeks to position the cooperative as a modern entity committed to local strengthening through a more integrated and strategic.