Comunicación Social

Permanent URI for this collectionhttp://172.16.0.136/handle/123456789/60

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Browsing Comunicación Social by Author "Avendaño-Tocanchon, Melissa"

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    Diseño de estrategia de comunicación 360° para la Fundación Integral para el Cuidado del Adulto Mayor “ALOIS”.
    Pachón-Sánchez, Daniel Steban; Avendaño-Tocanchon, Melissa
    Communication has become an essential element for the success of any organization, including social organizations such as foundations that work with the elderly. It is crucial for these foundations to have an effective communication strategy to strengthen their services and reach a larger number of beneficiaries. The goal of this internship is to develop a communication strategy for the Fundación Integral para el Cuidado del Adulto Mayor "ALOIS." This foundation is a non-profit organization that, despite offering various programs and services to improve the quality of life for seniors, faces difficulties in promoting its services and reaching a broader audience. Therefore, the aim is to strengthen the foundation by designing a strategy. Objectives will be set focusing on improving various aspects of the organization, increasing awareness of services among the target population, and encouraging the participation of the elderly in offered activities and programs. Finally, actions were identified for the implementation of necessary tools within the applied process, developing a mixed methodology by using quantitative tools such as surveys and results analysis, as well as the creation of qualitative marketing resources that will be mentioned later. This is for the promotion of services on social networks and the establishment of a monitoring and evaluation system for the strategy.
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    Protocolo de comunicación digital para las microempresas del barrio Valladolid, en la localidad de Kennedy
    Gaitán-Morales, Yorleny; Rodríguez-Kórdon, Laura-Camila; Avendaño-Tocanchon, Melissa
    This research was carried out in the city of Bogota, Valladolid neighborhood of the town of Kennedy in the year 2023, aimed at the MSME merchants in the sector, this analysis focused on the creation of a communication protocol that helps and guides merchants on the importance and good management of digital communication in social networks for their businesses, thus showing greater recognition for their brands and sales, where fieldwork is carried out through surveys and interviews with both merchants in the area and with clients, in addition to having interviews with experts in digital communication, with the information obtained, a communication protocol was carried out to promote the knowledge of micro-entrepreneurs and generate the dissemination of their products and services through social networks. The protocol carried out yielded encouraging results, demonstrating its effectiveness through the improvement of merchants when using the social networks of their businesses.
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    Salva, adopta y ama: campaña de comunicación estratégica en el barrio El Tintal para promover la adopción responsable de animales callejeros.
    Martínez-Morales, Silvia Alejandra; Peralta-Cañon, Shara Valentina; Avendaño-Tocanchon, Melissa
    The situation of stray animals affects communities worldwide, in the face of this problem it is essential to take action, promote the adoption and responsible ownership of animals. This research work is focused on the design of a strategic communication campaign entitled "Save, adopt and love" as a bet to reduce the problem of animal abandonment from responsible pet ownership in the El Tintal neighborhood. For this, the objective is to design a strategic communication campaign from the Salva Colitas adoption service, which informs the community of the Alborada area of the El Tintal neighborhood about the problem of animals living on the streets, the importance of adoption and responsible ownership as a contribution to its mitigation. This was carried out through the implementation of tools and means, such as the active presence in social networks, promoting strategic alliances to strengthen the responsible adoption network in the El Tintal neighborhood, and making use of the loudspeaker in the detailed area, with informative flyers, promoting adoption and responsible ownership of furry dogs for adoption that are part of Salva Colitas.