Plan estratégico de comunicación para el restaurante Casa Manaba.

Abstract

This project seeks to identify the concept of the brand and its strengths to create a communication plan that effectively transmits its offers through digital and traditional media to obtain greater recognition in the restaurant market. Among the actions of the strategic communication plan, a series of valuable content will be obtained that will be disseminated through the business's social networks: Instagram and TikTok. The visual presentation will be improved through professional photographs, the same ones that will be used to update a digital menu for addresses in the city of Guayaquil. Based on new digital strategies, the resources that this business has to offer will be exploited: recipe videos, cooking tips, cultural identity, promotions and the experience provided to the customer in its premises. Likewise, it is proposed to promote reviews of the restaurant in newspapers or invitations to interviews in radio or television media through public relations management. The proposal aims to improve the image of the brand, in addition to strengthening internal and external communication channels.