Plan De Comunicación Estratégica Y Marketing Digital Para Federation Of Coaching And PNL

Abstract

Abstract: This research proposes a strategic communication and digital marketing plan for the International Federation of Coaching and NLP (IFCNLP), an organization dedicated to professional certification in coaching and neurolinguistic programming with an international reach. Despite offering a solid value proposition, the federation faces challenges in its digital positioning, reflected in a low presence on social media, limited interaction with its community, and poorly structured institutional communication. Among the findings, it is worth mentioning the positive assessment of communication via WhatsApp, interest in educational content related to NLP and personal development, as well as the need to optimize processes such as Zoom recordings, payment for services, and institutional visibility. The plan's ultimate purpose is to position the IFCNLP as a federated, reliable, humanistic, and borderless professional community. To achieve this, a series of tactical actions were designed, including: audience segmentation, definition of buyer personas, SWOT and PESTEL analysis, definition of priority channels, and a digital campaign with a mix of organic content and paid advertising.