Plan de comunicación y marketing digital para la escuela de educación básica particular Pedro Vicente Maldonado

Abstract

Abstract: The Pedro Vicente Maldonado private basic education school faces limitations in its communication and digital marketing processes, which affect its visibility and positioning relative to local competitors. The objective of this project was to design a communication and digital marketing plan to activate the school s presence across digital media, strengthen its market position, improve communication with its community, and enhance student recruitment. To this end, an analysis of the current situation was conducted using a mixed-methods research approach, which included a document review, direct observation, in-depth interviews, and a census-style survey using digital questionnaires. The findings revealed strengths specifically the school s unique value proposition and long-standing history alongside weaknesses in its communication, a complete lack of digital presence, and the absence of a digital marketing plan. Consequently, a strategic plan was developed, integrating digital communication and content marketing initiatives aimed at improving the institution s market positioning and conversion rates.