Plan de comunicación estratégica y marketing digital para el consejo cantonal de seguridad ciudadana de paute

Abstract

Abstract: The Curricular Integration Work presents a Strategic Communication and Digital Marketing Plan for the Cantonal Council of Citizen Security of Paute, aimed at improving the relationship with the citizenry. It was identified that the lack of a communication plan has limited the effectiveness of campaigns and the public visibility of the institution. Using a qualitative approach, documentary reviews, observations, interviews, and surveys were conducted. Findings indicate that, although the staff is committed, the digital presence is scarce, relying on basic social media. Citizens prefer to get information through digital means. The plan proposes to increase interaction on social media by 40% within six months and raise awareness of the Council's services by 30% within eight months. New digital formats will be implemented, and institutional closeness will be strengthened. Expected outcomes include an improved public perception and positioning of the Council as a local reference in citizen security.