Plan de comunicación: Campaña de comunicación externa para la empresa PROINMAQ.

Abstract

The present work proposes the development of a communication plan: external communication campaign for the company PROINMAQ, for which the specific objective was determined to design a communication plan that allows innovating the corporate image, through the development of an external campaign aimed at clients and new leads, they mediate the migration to a new corporate image, the identification of the vision, mission and values; the creation of new action strategies by identifying stakeholders and the preparation of content for digital channels. For the analysis, a mixed methodology was proposed which allows us to understand the problem and collect data through a qualitative and quantitative interpretation, taking as a population the companies in the agro-industrial sector composed of a total of 8,339 companies that are registered with the Superintendency of Companies. Securities and Insurance, belonging to sector A – Agriculture, livestock, forestry and fishing, seeking to identify the competencies and competitive advantages they currently possess, of which three companies and 30 clients were taken as a sample in order to estimate the data that allowed them to obtain a series of conclusions among which stand out that the company has been in the market for six years with operations mainly in the coastal area, specialized in the commercialization of industrial machinery for which it seeks to retain current customers and attract new customers with a market of 8,339 companies of which it will direct its effort to 2% through a communication plan based on competition and competitive advantages with the use of its web platform, mailing and events at industrial machinery fairs