Plan estratégico de comunicación para la agencia PM Eventos, tomando como caso de estudio a la comercializadora de electrodomésticos y motos Jaher como cliente potencial.

Abstract

In this project, a strategic communication plan was developed for the agency PM Eventos in relation to BTL (Below The Line) activations. The case study focused on a potential client, Jaher, a retailer of home appliances and motorcycles in Ecuador. The outcome is a strategic plan aimed at improving competitive positioning by enhancing the corporate image to establish customer loyalty and strengthen the connection between the end consumer and the brand being promoted, through brand activation planning. Additionally, PM Eventos, as a BTL agency, aims to position itself as a company that creates value for its clients, generating fair profitability for the company while managing ethical and social commitments to both internal and external stakeholders. The research involved a market study, including data collection and interviews with professionals in the fields of communication and brand activations. The findings concluded that an innovative approach to BTL activations is required, as these are less costly compared to ATL (Above The Line) advertising.