Browsing by Author "Henao Bermúdez, Juan Manuel"
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Item Campaña para la movilidad efectiva dentro de la universidad Santiago de Cali sedes Cali - Palmira(Universidad Santiago de Cali, 2020) Álvarez Vaquero, Diana Katherin; Castillo Montero, María Camila; Lozano Pérez, David; Henao Bermúdez, Juan ManuelThe beginning of classes for new students, at Santiago de Cali’s University, could mean a constant feeling of disorientation, due to they get to know new spaces. During the first weeks is common that the students need to find their classrooms, a department or a share space and don’t be able to find it. This is how the idea of designing an advertising campaign came up, to improve mobility within the campus of the USC headquarters in Cali and Palmira, providing those involved with inductive information that prepare them for their mobility on campus and made their adaptation to this environment more effective. For this, the present project posed the following research question: ¿How do to improve the mobility of the students of the first semester of the University of Santiago de Cali at the headquarters of Cali and Palmira in 2020?. Question that was addressed through the analysis of the campuses and the interaction in them by the academic community of the USC. The results obtained were used to create an advertising Brief that identified the needs against the mobility problem. The work led to the creation of an information campaign that sought to induce the community to move effectively within the university environment.Item Fortalecimiento de la identidad visual de la de marca de la fundación “huellas del futuro” de la ciudad de Cali para el año 2020(Universidad Santiago de Cali, 2020) López Rodríguez, David Esteban; Henao Bermúdez, Juan ManuelThis paper was motivated by the inconsistency in the communications that has the Foundation Huellas del Futuro. In view of which it is proposed to strengthen the visual identity thus supporting those communications. To carry out this objective, it was undertaken an advertising process which was developed through research and analysis of the sector, understanding the context in which this organization operates, in order to understand and support the needs it presents. The work was developed through a methodology which consists of five phases that allowed to make a proposal with a greater foundation for strengthening the communication of the Foundation Huellas de Futuro. In this sense, a visual identity manual was delivered, a document that collects the main graphic elements of a brand, fulfilling the function of ensuring the proper use of graphic communications. Finally, with this work, the foundation is provided with the appropriate elements for an assertive communication with which it can become visible, promote itself and position itself by occupying a place in the marketItem Plan estratégico de comunicación publicitaria para fortalecer el posicionamiento del salón de belleza “Anzayak” ante su target en el barrio el caney de la ciudad de Cali para el año 2022(Universidad Santiago de Cali, 2022) Álzate Gallego, Karol Tatiana; López Caicedo, Leslie Andrea; Henao Bermúdez, Juan ManuelThe present project is based on the recognition of the problem that experiences the beauty salon “Anzayak”, namely, the affectation of brand positioning caused by three factors: the influence of Covid-19 in the economic crisis of the years 2020 and 2021, the change of the local where establishment was located in August of 2020, and the increase of the competitive environment f of September of the same year. In front of which it raises the purpose of proposing a strategic plan of advertising communication to strengthen the positioning of the beauty salon “Anzayak” in view ogivenet in the neighborhood El Caney of Cali for the year 2022. To develop that goal will implement actions like analyzing the current situation of the advertising communication of the beauty salon “Anzayak” in the market of the neighborhood El Caney. On tof he other hand, the identification of the characteristics and perceptions of the consumers about the beauty salon, and finalizes with the approach of the advertising tactics which allows the strengthening of the communication of the beauty salon of the beau of its consumers. Consequently, it is expected that the results obtained with the project described will help to improve the positioning of the beauty salon “Anzayak” in the neighborhood El Caney of the city Cali inr tof he yof ear 2022Item Propuesta de campaña publicitaria para la promoción del producto “capullo de mariposa” de la “fundación zoocriadero de mariposas andoke” entre los usuarios que hacen parte de su comunidad de la red social instagram para el año 2023.(Universidad Santiago de Cali, 2022) Agudelo Hernández, Juan Sebastián; Alegría Grande, Lina Mariana; Castillo Domínguez, Sergio Ricardo; Henao Bermúdez, Juan ManuelThe project "Proposal of an advertising campaign for the promotion of the product "Capullo de Mariposa" of the "Fundación Zoocriadero de Mariposas Andoke" among the users that are part of its community in the social network Instagram for the year 2023", is proposed because of the little and inadequate promotion that is made to this product, while it is projected as one of the most potential of Andoke. Therefore, an advertising campaign is proposed to promote the product "Capullo de Mariposa" of this foundation among users who are part of its community in the social network Instagram for the year 2023. To achieve this, actions are undertaken such as the description of the current state of the brand's advertising communication, in relation to its product offering to recognize opportunities for the promotion of its butterfly cocoon, to know the characteristics and perceptions of the brand's followers in its Instagram social network to focus the campaign proposal towards them and to propose advertising strategies that allow the promotion of the product among the followers that are part of the brand's Instagram channel. It is expected that the results obtained with the research will help to adequately promote the butterfly cocoon product among the followers that are part of its community in the social network Instagram, and that a positive impact is generated with respect to the recognition of the value that the product has for the followers of the brand.