Planificación estratégica de campañas de comunicación para la organización techo Colombia.

Abstract

The need to strategically plan the communication campaigns of the TECHO Colombia organization, from social marketing, leads to the current work of degree to develop, design and present a manual that functions as a guide for the direction of communications at the national level, in the creation of new campaigns with more effective results. The methodology used was qualitative, with the application of digital surveys from the quantitative and qualitative interviews that served to evaluate the impacts of communication campaigns. After the observations of the audit, the evaluation of the campaigns carried out and the socialization of the manual, it was perceived that not taken into account within its design and implementation, organized actions aimed at a better construction and intention of messages from the corporate and that allow to increase the visibility of the brand, the fulfillment of its objectives and the loyalty of its public. The manual presented contains key instructions for the development of communication campaigns from social marketing with several examples of organizational communication strategies and social advertising that will serve to know the relevance of putting them into practice.