Estrategias de promoción para la Fundación Amigos de Jesús y María

Abstract

The main objective of the document is to determine the appropriate promotion strategies for the specific case of the Amigos de Jesús y María Foundation. To achieve this objective, Weaknesses, Opportunities, Strengths and Threats were identified and analyzed; around the Foundation. In addition, a competition study (MPC) was carried out based on three foundations (Zúa Foundation, UNICEF and Happy Time Foundation) which have the same social projection of the organization. The target audience is identified, thanks to a market study that shows the areas and companies where you have to go (2,574 companies to focus the strategies) and with the previous analysis you determine three appropriate strategies to increase the presence of the Foundation in the sector in which it is located (UPZ 46, Bogotá, CO). He analyzed the schedule of activities, the projection of donations and the projection of visits to companies, by the year 2020. From the results obtained by the analysis it is evident that the digital marketing strategies used by the three foundations of the competition increase public recognition and, in this way, donations made by digital media worldwide. Therefore, the strategies for these media are focused and accompanied by offline strategies.