Plan de comunicación estratégica para el posicionamiento ambiental y social del restaurante Luz y Sal

Abstract

In this day and age, the practice of good social and environmental practices seems outdated. To some extent this is because there are few institutions that implement them, and in other areas, there is little communication concerning how to implement them. This is not always the case, however. “Luz y Sal” is a restaurant that has integrated efficient and regular practices in its mission to be seen as a friendly and environmentally conscious company. When you consider how they can serve as an example and motivator for other organizations, it is important to promote and communicate their ideals. To accomplish this, a diagnosis was made using a qualitative and quantitative methodology which discovered, among other things, "Luz y Sal's" positioning in social networks, which can be a key tool for generating a positive effect on society. From this, a communication plan was proposed in which strategies that the company will develop in the future will be established, both for the external and internal public to cultivate the culture of social and environmental support. As part of the communication plan, a campaign was carried out on social networks entitled “No dejes de brillar, sé Luz y Sal”, which was accomplished in garnering positive interaction with the patrons of the restaurant. The publications that were distributed had informative and striking content, made with the purpose of motivating customers to be part of the contributions made by the company.