Propuesta y pilotaje de un plan estratégico de comunicación digital para el restaurante mi playita en la ciudad de Quito

Abstract

This digital Strategic Communication Plan is designed for the restaurant Mi Playita Cevichería, as it responds to the current communication needs of the brand in the digital environment. In that sense, with the constant advance of Information and Communication Technologies (ICTs) today, in a world saturated with social networks, with the emergence of new brands with innovative proposals and a more demanding public, it is difficult to position the brand in the medium and long term. It is for this reason that the strategic plan has been created and applied in the mentioned establishment in order to position the brand in the most popular social networks of the moment (Instagram- Tik Tok). During the research process of the plan, valuable information was obtained for the brand. The data will help to create future strategies that will help the restaurant to meet its future goals. Finally, the creation of the strategic plan and the piloting of the alliance strategy with content creators has been satisfactory because at the time of executing the selected strategy the brand has managed to interact with users on the internet and Mi Playita Cevichería is gaining ground in the digital area