Plan de comunicasión y marketing para la cooperativa de ahorro y crédito Santa Isabel

Abstract

Abstract: The digital marketing and communication plan aims to position the Santa Isabel Savings and Credit Cooperative (CoopSí) as a modern, reliable, and trustworthy financial institution. The diagnostic phase revealed that the marketing department has managed its digital presence through social media guidelines, while its informational communication strategy lacks planning, thus failing to leverage current tools and technology. For this reason, the plan proposes structuring decisions related to institutional visibility, strengthening relationships with members and clients, optimizing the use of social media, and promoting financial education through communication consistent with institutional values ​​and regulations, in relation to segmented campaigns and digital content. This approach aims to maintain the long-standing trust of members and attract a new, younger segment, taking advantage of the increased use of digital platforms to ensure members are informed about services and updates. The creative strategy is based on the user's real needs, grounded in financial inclusion, community engagement, and local development. In this way, the project will support a clear guide and strengthen institutional communication, improve the customer experience, and reinforce the cooperative's position as a relevant entity in the solidarity finance sector.