Plan estratégico de comunicación mix para mejorar el posicionamiento de la Fundación Cultural de Arte Nativo de la ciudad de Riobamba, en el año 2012

Abstract

This thesis proposes a Communication Strategic Plan to improve the positioning of the Native Art Cultural Foundation in the city of Riobamba, Chimborazo Province. The purpose of this project is to increase the number of people that come to the different cultural activities that are organized by this institution year round, so that it can become well-recognized all around the city. The Communicational Strategic Plan focuses on designing several publicity strategies such as: television and radio advertisement, print advertisement (signs, ant graphic display, brochure holder`s display, etc.), direct and indirect promotional strategies (pens, shits, souvenirs, stickers, etc.), public relations and sales strategies, and the available budget. We recommended to take this proposal into account and to run a periodical evaluation, because it will be beneficial for the institution which represents a cultural icon in the local region.