Plan de comunicación digital para la promoción de los servicios que ofrece el teatro Fedenador de la ciudad de Guayaquil.

Abstract

The FEDENADOR Theater "Julio Ramírez Mora", is one of the most representative stages of the city of Guayaquil, which, although it accommodates many of the social, cultural and artistic activities, has few tools for socialization and dissemination at local and national level. This proposal is aimed at strengthening these strategies by taking advantage of digital channels, ith appropriate strategies, for the promotion of each of the events that take place there, as well as the consolidation of the image of the stage, within the collective imagination of the city and the country. Through a qualitative – quantitative research, it was possible to approach the problems experienced by the direct audiences involved in the dynamics of the theater, in this case promoters and public. This approach allowed to identify the weaknesses in the process of promoting the events, as well as the spaces that become an opportunity to exploit in order to achieve common objectives, both of the promoters and of the central administration of the theater. Once the empirical information collected has been processed, communication strategies have been developed based on 3 axes, two of which are temporary to each of the events and another of an institutional nature. The results of this research have led to the design of communication strategies through digital environments, from where you can promote and socialize the activities that are carried out in the FEDENADOR theater, as well as strengthen the image of the theater, and consolidate it as one of the most important scenarios in the social construction of the citizens of Guayaquil, with the encouragement of participation in art, music and culture events. Keywords: COMMUNICATION STRATEGY, COMMUNICATION PLAN, SOCIAL NETWORKS, THEATER, DIGITAL COMMUNICATION