Diseño de una estrategia de branding digital para el Club Deportivo especializado formativo Coello.

Abstract

In this investigation, the design of a Digital Branding strategy for the Coello Training Specialized Sports Club is carried out, taking into account all the data obtained after the application of different diagnostic techniques: analysis in social networking sites and search engines; a survey of 365 people, to determine the user profile of the Club; a focus group with subjects belonging to the different levels of the courses taught, to discover how customers feel satisfied or dissatisfied, what they expect and what attributes they perceive; five interview; benchmarketing and a network audit. The study also starts systematizing previous theoretical references about communication strategies, digital branding and other topics of interest on which research is anchored. As main results of the diagnosis, it was determined that current clients have a good perception of the Coello Club, they rely on the quality of the services provided, the products that are sold and the values imparted, but they expect the entity to expand the range of first, for new of equal or better qualities. Also, it was found that at the digital level the institution has a good number of followers and engagement - although it can improve - but it does not take advantage of these attributes to decant them in the traffic to its website, which is outdated. The proposed digital branding strategy empowers digital media through new tools that exist online, optimizes the traffic of virtual accounts to the club's website, and weights the familiar as a value to make a difference with other institutions that sell the same services or products.