Campaña de comunicación para promover los servicios que brindan los comerciantes de la red de mercados municipales de Machala

Abstract

This communication campaign has been carried out with the aim of promoting the services offered by the traders who are working in the different markets of the city, these establishments allow this commercial activity to be carried out in clean and appropriate spaces for the sale of basic necessities for citizens. The aim of this work is to implement the knowledge acquired during the course as a relevant tool to create awareness among citizens to promote visits to the marketplaces closest to their locality, highlighting the use of instruments and communication skills that were employed. In order to carry out the campaign, several phases were taken into account, starting with a preliminary investigation that allowed for an in-depth understanding of the problems involved, the actors involved and the key factors that influence the lack of acceptance of these markets, such as lack of knowledge, lack of information and lack of interest. Based on this approach, the second phase was carried out, which involved a general diagnosis of the subject in order to identify the main needs to be resolved, for which a qualitative-quantitative methodology was implemented through techniques such as literature review, direct observation and a survey taking into account variables such as perceptions, opinions, factors and means most used by respondents, this information is important for the development of viable objectives. As a third phase, an action plan was generated detailing the objectives, the name of the campaign entitled Believe in your market, Grow your city, theoretical support, planning and the creation of the three specific products established, which in this case are: informative video capsules, Did you know? Informative video capsules, Did you know? and flyers, which were developed for the different platforms of the Market Network such as Facebook, Instagram and Tik Tok, taking into account the different audiences that are involved in these platforms. As a last phase, the results of the publications were obtained, showing a good reception of the campaign by the citizens, however there are certain comments of mistrust towards some markets that were not taken into account because they are not part of the Municipal Network, which shows the lack of knowledge of the people, on the other hand the product of the video capsules was the most supported of the campaign due to the content, the format in which it was worked and the network where it was disseminated, with respect to the flayers of character a good scope was obtained with the motive to make participant to the trader and that the citizenship connects with them, while the you knew what allowed to offer information based on the doubts of the citizenship that were gathered in the diagnosis, to culminate the application of a survey of satisfaction was generated for the counterpart conformed by the team of communication of Markets Ep to know the level of contribution that generated the communicational campaign in the institution and likewise the valuation of the citizenship with respect to the worked products.