Plan de marketing y comunicación digital para la empresa Fundación Internacional ANEUPI

Abstract

Abstract: The ANEUPI International Foundation, which works to achieve the social and educational inclusion of people with disabilities, faces some challenges with digital marketing and communication, such as low visibility in search engines, low engagement on social media, and a lack of systematic paid campaigns. These challenges limit its potential to attract new supporters and donations. The overall objective of this work is to design a digital marketing and communication plan for the ANEUPI Foundation that improves its visibility in attracting strategic partners in the area of ​​inclusive education. The methodology employed was mixed, combining structured user surveys, in-depth interviews with management, and analysis of the website and metrics of its digital channels. A SWOT analysis was also conducted, considering both internal and external factors. The results showed a high level of satisfaction with the services, a preference for WhatsApp and Instagram as contact channels, a need for digital payment systems, weaknesses in SEO and a lack of SEM, the absence of editorial planning, and insufficient audience segmentation. Establishing a creative strategy alongside an inclusive narrative with all the elements of an action plan per channel, a series of performance indicators, and a one-year budget, viable for an NGO. The main problem, it is recognized, is not the social service provided, but rather the strategic management of communication. The proposed action plan, in this sense, is expected to improve.