Plan de comunicación digital para el fortalecimiento del sentido de pertenencia de los padres de familia y colaboradores de la unidad educativa particular Javier de la ciudad de Guayaquil: modalidad propuesta de innovación

Abstract

The digital communication plan to strengthen the sense of belonging of the parents and employees of the Unidad Educativa Javier seeks to strengthen the level of motivation, commitment and identity of the employees and parents of the institution, thus achieving a higher level of participation and their involvement in campus initiatives and improving institutional reputation levels. Through the qualitative research carried out, it was possible to determine what is the perception that the target audiences of the institution have, from topics associated with Ignatian philosophy and identity, to the relevance of Jesuit education for the families, as well as aspects related to the improvement of the school communications management. Key aspects related to lifestyles, aspirations, consumption of digital media and sense of belonging to the organization were also identified. Thanks to the results of this research and the situational analysis carried out, the design and execution of a 100% digital institutional communication plan is proposed as a minimum viable product, considering the use of diverse channels and a strong narrative and human component, which responds to the identified needs of the institution, considering the particularities of each of the target audiences. It is a communicational proposal whose discursive line is based on the Jesuit identity, its educational philosophy and spirituality, as the bases that define the “Javerian way of being”. A way of being and behavior characteristic of the students and families of the school throughout generations, leaving in their wake a deep legacy of social commitment, both locally and internationally.