Estrategia de comunicación para la visibilización de la marca Asociación Chicas F – La Fortaleza, comuna 8 en San José de Cúcuta.

Abstract

The research aims to make visible the united effort of the Chicas F - La Fortaleza Association, commune 8 in San José de Cúcuta with 35 participants from this town, through the implementation of a communication strategy that establishes the guidelines for the visibility of the brand of the Association from three lines of action. First, the sociodemographic characterization of the community in order to establish points of reference for the creation of the manual of visual identity and elements that conform the corporate philosophy of the association. Secondly, the corporate identity manual, with the aim of working with both internal and external communication publications and, in turn, establishing the strategic, visual and organizational structure constructed collaboratively through semi-structured interviews with the participants. Third, designing an external communication campaign to make the local brand visible in this way is linked to the concept of solidarity economy. It is expected that the brand will be recognized and associated with a process of growth around the collaborative work between academia and locality.