Plan de comunicación estratégica y marketing digital para la empresa Flores y Asociados

Abstract

Abstract: This Curricular Integration Project focuses on the development of a comprehensive digital marketing and strategic communication plan for the law firm Flores y Asociados, with the aim of strengthening its positioning, visibility, and presence in the digital environment. Based on a qualitative approach, an initial diagnosis of the firm's current situation was conducted through various techniques such as direct observation, document review, a census-type survey, and in-depth interviews. This process made it possible to identify key strengths-such as trust, experience, and professionalism as well as weaknesses related to the lack of digital presence and communication and visibility strategies. According to the results obtained, a structured and comprehensive plan is proposed, including the definition of the target audience, digital communication guidelines, clear objectives, marketing strategies, specific actions, and an estimated budget. These elements are designed to optimize interaction with both current and potential clients, improve digital identity, and adapt to market trends. The main contribution of this study is to provide the law firm with an applicable and sustainable strategic proposal that supports Flores y Asociados in its integration into the digital environment, enhances competitiveness, and strengthens institutional identity.