Plan de comunicación estratégica y marketing digital para la empresa Cresly Pizzería

Abstract

Abstract: This strategic communications and digital marketing research project was conducted for Cresly Pizzeria, a Cuenca-based company with two franchised locations since 2017. Despite offering quality products and a good reputation, deficiencies were identified in its digital communications strategy. A mixed methodology was used: SWOT, PESTEL, and Canvas analyses, interviews with key personnel, and surveys of 20 customers. The main findings include strengths reflecting product quality (70% rate it as excellent) and customer service (90% are very satisfied), as well as weaknesses related to digital management and systematic promotion. The overall goal of the plan is to position the brand within six months using digital strategies. Specific objectives include a 30% increase in digital sales and a 25% increase in social media engagement. To achieve this, the company will target a middle-class audience ranging from 22 to 38 years of age, primarily active on social media. The creative proposal "Your New Addiction" seeks to generate emotional connections using engaging content and influencers. The creation of a website and paid social media ads are expected to improve digital visibility, build customer loyalty, and help the pizzeria grow with a budget of $700.