Ingeniería en Marketing-Tesis de Pregrado

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Plan de publicidad para redes sociales para Cooperativa de Ahorro y Crédito La Esperanza
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-08) Arias Pineda, Pablo Mateo; Castro Cárdenas, Milton Isaías; Duchitanga González, Julio César; Gadvay Cuñez, Jessica Tatiana; Pintado Criollo, Josué Mateo; González Loyola, Pablo Arturo
This digital advertising plan for the La Esperanza Savings and Credit Cooperative is presented as a strategic proposal to strengthen institutional identity and enhance member relationships in digital environments. Using a mixed-method approach, both primary and secondary sources of information were analyzed to understand perceptions regarding the main communication pillars. The findings reveal limitations in the recognition of the educational pillar, a strong dependence on Facebook as the main channel, the absence of a clear guiding concept, and lower digital presence compared to competitors. In response, the central concept “For those who never give up” is proposed, emphasizing the value of individual and collective effort. The plan includes a brand brief, storytelling strategy, content calendar, and an action timeline with defined KPIs, all aimed at segmenting messages and aligning communication with cooperative values of trust, transparency, and solidarity. This proposal seeks to strengthen community identity and improve member loyalty in a competitive market undergoing constant digital transformation.