Plan de comunicación estratégica para la PYME Génesis Artesanías.

Abstract

The present title work consisted in designing a strategic communication plan that has been executed in a pilot way in the social networks (Instagram and Facebook) for the Genesis Artesanías SME. The project is based on implementing differentiated contents to generate knowledge and highlight the work of the craftsman, with what is intended to reach a new audience or new followers who in the future are potential customers of the premises. The communication plan is complemented by a graphic line that has been proposed for most of the spaces where the microenterprise is promoted, which will allow it to position itself in the networks and that the clientele already obtained will accompany the evolution of Génesis Artesanías. The process of planning the communication strategy required extensive research on the theoretical foundations of the area, but also on what it means to work with these materials, who is their owner and what was their journey to form his business. All these contents are reflected in the chapters that are considered an essential part to justify the contents generated for the pilot project. As we wish to prove the viability of a properly planned communication solution, in this project a brief digital literacy workshop was implemented for the members of the SME so that the results obtained can be extended in the future and represent a real exit to the needs that the business presents.