Diseño Del Plan De Marketing Digital Y Comunicación Para Posicionamiento De Marca De Kyosei Business Cia. Ltda

Abstract

Abstract:The objective of this Curricular Integration Project was to develop a digital marketing and strategic communication plan for the Santo Domingo Fire Department, with the aim of enhancing its institutional positioning, expanding the reach of its social media channels, and improving public engagement through informative and preventive content. The project employed a mixed-methods approach, utilizing techniques such as digital marketing assessments, in-depth interviews, and user surveys to identify the strengths, weaknesses, opportunities, and threats affecting the institution s communication management. Based on the data gathered, strategic objectives were established, and proposals were designed to improve the institution s digital presence incorporating audiovisual content, communication campaigns, media planning, and citizen engagement initiatives. Additionally, performance indicators were developed to evaluate the outcomes of the implemented strategies, alongside a budget for their execution. The authors believe that this proposal would be instrumental in strengthening the institution s image, fostering a culture of prevention, and facilitating better, more accessible, effective, and participatory communication between the Fire Department and the community.