Plan de comunicación digital para la organización “Artesanías Don Gerardo”

Abstract

Nowadays, organizations are in a new commercial scenario that is why it would be convenient to elaborate effective communicational plans for the digital area. The objective of this graduation project consist of the implementation of a Digital Communication Plan with the aim of positioning the brand Artesanías Don Gerardo, which respond to the necessity of adaptation and identification of suitable digital tools in order to reach a intended target and also to elaborate communicative strategies on digital platforms. The research method for this plan consists of the implementation of tools to gather qualitative data: in first place, the application of a focus group with the participation of collaborators of Artesanías Don Gerardo, obtaining significant data which help to know the organization and its necessities; and, in second place, the use of the Benchmarking technique which allow making decisions according to the enterprise.

Consequently, from the execution of the Digital Communication Plan for the organization, we obtained an improvement in the inner communication process, the visualization of the public image in a business-oriented manner and the enforcement of a trading relationship accomplishing the established objectives.