Plan de comunicación estratégica y marketing digital para la empresa Reciclean

Abstract

Abstract: Reciclean faces the challenge of lacking a strategic communication plan and a digital marketing strategy, which impacts its competitiveness in a market where digitalization is key. Although the company has had social media accounts since 2020, its activity on these platforms ceased in 2021, limiting its reach and positioning. Through an exploratory and descriptive study, the need to strengthen its digital presence through effective communication strategies was identified. The analysis included techniques such as SWOT, PESTEL, and the Advertiser's Brief, which allowed for understanding the competitive landscape, identifying opportunities, and defining digital marketing strategies. A marketing mix analysis was also applied, highlighting the importance of the product offering, its distribution, and promotion. As a result, a communication and digital marketing plan was proposed, focused on revitalizing its social media presence and improving its interaction with the public. This approach seeks to optimize Reciclean's visibility and strategically position it in the cleaning supplies market in Santo Domingo.