Maestría en Comunicación Estratégica

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Fortalecimiento de la comunicación estratégica externa en Broofit Functional training
(Universidad Santiago de Cali, 2021-12-06) Gómez Castañeda, Daniela; Gerena Ocampo, Valentina; Estrada Gómez, Margarita María
This work has as its object of study: Strengthen the external communication processes of BROOFIT Functional Training, through a strategic communication plan. To achieve this, it was carried out through the use of in-depth interviews with the owners, collaborators and a specific group of users, a diagnosis that allowed to evidence internal and external communication needs that exist in the center, focusing on the latter. Through the analysis of the results obtained, it was possible to strategically analyze the strengths, weaknesses, opportunities and threats that affect the center, potential stakeholders to offer the services were identified and strategies, tactics and actions were designed to provide continuous improvement in all communication processes with their external audiences. The proposed strategy to strengthen the external communication of BROOFIT Functional Training, is the elaboration of a Digital Marketing plan composed of four tactics: website, email marketing, WhatsApp Business and the restructuring of the organization's social networks.