Plan de comunicación estratégico en la red social Instagram para el restaurante “El Baradero” de la ciudad de Esmeraldas.

Abstract

This professional application project seeks to Design a Strategic Communication Plan focused on the Instagram social network for the El Baradero restaurant in the city of Esmeraldas, to promote increased sales. To carry out the strategic communication plan, a mixed methodological route will be carried out, that is, qualitative and quantitative methodologies will be used. Through surveys, the opinion of customers will be analyzed in terms of image, home service, food quality and through interviews we will know the perception that collaborators have about the restaurant, its communication situation, and values, in relation to the competition. With the elaboration of the Strategic Communication Plan, it is expected to contribute to the strengthening of communication with customers, through Instagram and WhatsApp so that there is an increase in sales at the physical location and at home. From the preparation of the guide focused on the digital platform Instagram, it is expected to serve as support for the management of the restaurant account. Likewise, it is proposed to contribute to the production of three communication pieces for the Instagram account that serve as a model and inspiration to follow for its content on social networks.