Plan de marketing social para la fundación John Jerry Smith
Fecha
2016
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Editor
Universidad de Guayaquil
Resumen
En el presente Plan de Marketing Social para la Fundación John Jerry Smith, ubicada en la ciudad de Guayaquil de la provincia del Guayas en Ecuador, tiene objetivo principal mantener en funcionamiento los programas para la comunidad y llevar a cabo nuevos proyectos como la Casa de Acogida , en dicha institución existe la necesidad de activar su imagen como institución benéfica al servicio de la comunidad , ampliar su estructura, darse a conocer a nuevos mercados y captar nuevos donantes. En la investigación se consideraron conceptos de Marketing Social para fundaciones o entidades sin fines de lucro, y proponer elaborar un plan de marketing social. Para el desarrollo de la investigación de tipo cualitativa se aplicó como instrumento una encuesta que constó de siete preguntas cerradas, y entrevistas a personal que labora en la fundación. Luego de analizar los resultados más relevantes de la investigación en donde se comprobó que si existe la problemática, surgió la necesidad de elaborar un Plan de Marketing Social para concienciar la importancia de ayudar a la comunidad , en cuanto a los medios de comunicación las redes sociales tienen la mayor audiencia debido al fácil acceso y cobertura local e internacional. Finalmente al elaborar un Plan de Marketing Social para la Fundación John Jerry Smith con el propósito de incrementar las donaciones, y poder captar más personal para el área de voluntariado en todos sus programas dirigidos para niños y personas adultas, desarrollando estrategias de comunicación, precio, plaza y promoción para lograr los objetivos esperados.
The following Social Marketing Plan is for the John Jerry Smith Foundation, located in the city of Guayaquil, Guayas province in Ecuador. Its objective is to keep performing community programs and to implement new programs such as the “Casa de Acogida”. The foundation needs to strengthen its image as a charitable institution created to serve the community. It also needs to expand its borders, become well known in new markets, and capture new donors. This research has taken into consideration social marketing concepts used for foundations or nonprofit organizations, and aims to present a social marketing plan because it has worked for other institutions that have been serving the community for years. For the development of this qualitative investigation a survey of seven close ended questions was used as well as interviews made to the staff of the foundation. After a careful analysis of the most relevant results, we verified that problems existed and created a social marketing plan to raise awareness on the importance of helping the community with the use of social networks. They have the most audience due to the ease of access, locally and internationally. Finally, when creating a social marketing plan for the John Jerry Smith Foundation to increase donations and the number of volunteers in all its programs for children and adults, develop communication strategies, price, market and promotion to achieve the expected objectives.
The following Social Marketing Plan is for the John Jerry Smith Foundation, located in the city of Guayaquil, Guayas province in Ecuador. Its objective is to keep performing community programs and to implement new programs such as the “Casa de Acogida”. The foundation needs to strengthen its image as a charitable institution created to serve the community. It also needs to expand its borders, become well known in new markets, and capture new donors. This research has taken into consideration social marketing concepts used for foundations or nonprofit organizations, and aims to present a social marketing plan because it has worked for other institutions that have been serving the community for years. For the development of this qualitative investigation a survey of seven close ended questions was used as well as interviews made to the staff of the foundation. After a careful analysis of the most relevant results, we verified that problems existed and created a social marketing plan to raise awareness on the importance of helping the community with the use of social networks. They have the most audience due to the ease of access, locally and internationally. Finally, when creating a social marketing plan for the John Jerry Smith Foundation to increase donations and the number of volunteers in all its programs for children and adults, develop communication strategies, price, market and promotion to achieve the expected objectives.
Descripción
Palabras clave
Fundación, Marketing Socia, Responsabilidad Social, ONG, Voluntariado