Fundación Retorno a la Libertad Diseño del Plan de Comunicación Externa “Comunicando Horizontes”

Abstract

This project presents the design and development of an external communication plan for the non-profit foundation "Retorno a la Libertad", whose objective was to make visible the social services offered by the organization to vulnerable communities. The research methodology was of a mixed nature and descriptive approach, its purpose was to identify the channels and contents preferred by the organization's audiences, as well as the communication interests of the directors, which allowed establishing a tactical plan aligned with the objectives of the stakeholders. The process began with an external communication diagnosis. Subsequently, communication actions were defined to highlight the organization's services with the programs: "We are all Freedom Challenge", "Reality for change", "Freedom for change" and "Open arms”. Then, the performance of the actions of the plan implemented at the Fundación Retorno a la Libertad was measured. From this process, we were able to organize the corporate image of each program in line with its identity. Content was generated for the Instagram and LinkedIn social networks, where the services offered were presented. In addition, a newsletter was created to present the organization's management and highlight the agreements in which it works, as well as the production of an institutional video to strengthen the Foundation's digital presence. From this process, it was concluded that the external communication plan allowed for a greater presence and dissemination of the services through different platforms.