Plan de marketing y rediseño de la imagen corporativa de la Fundación Karen Tatiana

Abstract

Karen Tatiana Youth Foundation is a non-profit organization which supports families of children with cancer in the city of Cuenca. Since the beginning, this foundation has performed a wide range of activities in order to help its beneficiaries. For this purpose, it has been necessary to carry out several self-management plans, such as selling products like cheese, chocolate or newspaper, organizing public events, and asking for donations. However, these actions are not helpful enough due to the lack of a communication staff, an action plan, and a graphic feature identifying it. All these factors reduce donation amounts, make people unaware of the foundation actions, and hinder the participation of new volunteers. The purpose of this work is to design a marketing plan and redesign the corporate identity of the foundation, additionally, suggest action tools allowing the foundation to increase the number of its followers in social networks and attract new benefactors and volunteers. During the development of the marketing plan, dissemination, service, volunteering, and donation plans were evaluated. Data were collected through written and online surveys as well as interviews. After the results were analyzed, an annual schedule of actions aiming to improve the dissemination, advertising, product sales and organization of the foundation was presented. In addition, based on a brand book, some Design Thinking techniques were applied in order to redesign the corporate identity. As a result, several recommendations were submitted so that the foundation can share this marketing plan with its volunteer team in order to implement it appropriately. The most important suggestion is to organize an event to introduce the general public the new redesign of the corporate identity of the foundation and take advantage of that occasion to promote its social networks and encourage its online followers