Análisis de la estrategia comunicacional de la campaña “CANSTRUCTION “del banco de alimentos DIAKONÍA
Fecha
2019-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El Banco de Alimentos Diakonía es una institución sin fines de lucro que busca de
manera efectiva ayudar a fundaciones que están aliadas a su institución, desde el año
2017. Adquirió la franquicia de “Canstruction”, una competencia de esculturas, hechas
por latas llenas de alimentos. En las cuales participan colegios y universidades de la
ciudad de Guayaquil. En este proyecto se hizo un estudio a los estudiantes universitarios
para conocer sus gustos, actividades mediante encuestas y así mejorar el perfil del
participante en las actividades lúdicas de la campaña social. También nos permitió
conocer mediante el método de entrevistas la organización que tuvieron los
coordinadores de las universidades y el propio departamento de comunicación del
Banco de alimentos Diakonía previo a esta campaña social. A partir de los datos
obtenidos se determinó que debería existir una planificación adecuada previa a la
campaña ya que no existió capacitación para esta competencia y tampoco existía una
investigación sobre el perfil del público objetivo a quien dirigir la estrategia
comunicacional.
The Diakonia Food Bank is a non-profit institution that effectively seeks to help foundations that are allied with its institution, since 2017. It acquired the franchise of “Canstruction”, a sculpture competition, made by cans full of foods. In which colleges and universities of the city of Guayaquil participate. In this project a study was made to university students to know their tastes, activities through surveys and thus improve the profile of the participant in the recreational activities of the social campaign. It also allowed us to know through the method of interviews the organization that had the coordinators of the universities and the communication department of the Diakonia Food Bank prior to this social campaign. From the data obtained, it was determined that there should be adequate planning prior to the campaign since there was no training for this competition and there was no research on the profile of the target audience to whom to direct the communication strategy.
The Diakonia Food Bank is a non-profit institution that effectively seeks to help foundations that are allied with its institution, since 2017. It acquired the franchise of “Canstruction”, a sculpture competition, made by cans full of foods. In which colleges and universities of the city of Guayaquil participate. In this project a study was made to university students to know their tastes, activities through surveys and thus improve the profile of the participant in the recreational activities of the social campaign. It also allowed us to know through the method of interviews the organization that had the coordinators of the universities and the communication department of the Diakonia Food Bank prior to this social campaign. From the data obtained, it was determined that there should be adequate planning prior to the campaign since there was no training for this competition and there was no research on the profile of the target audience to whom to direct the communication strategy.
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Palabras clave
PLAN COMUNICACIONAL, MARKETING SOCIAL, CAMPAÑA PUBLICITARIA, BANCOS DE ALIMENTOS
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