Plan de comunicación estratégica para mejorar el posicionamiento del canal digital Cumbayá Al Día, provincia de Pichincha Ecuador

Abstract

Abstract:This research project proposes the development of a strategic communication plan to improve the positioning of the Cumbayá al día digital channel, located in the province of Pichincha, Ecuador. The research was conducted in the city of Quito, using qualitative and quantitative methods such as interviews, online surveys, and survey analysis. This allowed for the improved development and implementation of several strategies that will serve to improve the channel's positioning. After studying and analyzing the brand's communication and positioning on social media, it was found that the Cumbayá al día digital channel has a pleasing visual aesthetic, but lacks consistency in its publications. Its communication planning must be ongoing, as well as the generation of digital content that enhances its various products, achieving greater engagement and generating new leads. It is concluded that the digital channel urgently requires the incorporation of communication tools such as a website and other marketing mechanisms, which will allow it to have various sponsorships and improve its presence on social media.