Diseño de un plan de comunicación digital para la academia y agencia Johanna Modelos de la ciudad de Machala.

Abstract

This study has focused on the "DESIGN OF A DIGITAL COMMUNICATION PLAN FOR THE JOHANNA MODELOS ACADEMY AND AGENCY, FROM THE CITY OF MACHALA", with the aim of being able to strengthen the institutional image and achieve positioning in the local market. Currently this modeling academy does not have an active digital communication plan that allows it to stay under the continuous demands presented by the digital community. This research carries out an evaluation and analysis of the digital communication that this micro-enterprise precedes, for this, topics such as; digital communication, strategies, content, positioning, and institutional image. A descriptive cross-sectional methodological design was used, applying a focus group as an instrument, aimed at the students of the Johanna Models Academy of Modeling in order to evaluate and analyze their opinions, reactions and suggestions, in this way it was possible to collect information from the internal public, which which to take a starting point for the creation and implementation of a digital communication plan, for which the SWOT diagnostic tool was used, in order to know its strengths, opportunities, weaknesses, and threats, data that clarifies the current situation in which said institution is located, this being an effective method for making decisions in the short and long term, therefore a comparative metric table was made to analyze the different social networks of eight Modeling Academies that exist in Ecuador to know what are their digital communication strategies that they handle, an interview was also applied to the structure of e in person, made to the Director of the Academy and Johanna Models Agency, lic. Johanna Ortiz. A target population was determined as a number of 10 adolescent students, over 16 years of age, with a criterion formed to be able to analyze and determine the needs based on them and to know their perception regarding the digital communication that this handles. microenterprise. Likewise, a bank of questions was made to professionals specialized in the areas of: digital communication, marketing, community manager and institutional image, where very relevant data could be obtained that allowed the identification of communication channels, types of content, types of communicational language , tools and strategies for the design of a directed digital communication plan for a modeling academy. The research for this work was mixed, because qualitative and quantitative approaches were developed that allow measuring the results of the proposal, when applying it through indicators that evaluate and monitor this digital communication plan. The purpose of this research seeks to maintain permanent communication with the digital community, covering different target, through communication channels and formats that allow arriving with timely content according to digital needs and demands, becoming a competitive institution within from the local market. This will be achieved through a design of a digital communication plan that positively reinforces digital communication and institutional image.