Blended marketing en el Centro de Formación Musical Pro-Arte

Abstract

Blended Marketing has become an essential tool to combine traditional and digital marketing strategies in a competitive and omnichannel environment. Despite this trend, the Pro-Arte Music Training Center, founded in 2020 in Riobamba, faces difficulties in positioning itself in the market due to the lack of integration between its outbound and inbound marketing strategies, generating inconsistent communication and limited attraction of potential customers. The objective of this research was to design a Blended Marketing plan that optimizes the Center's online and offline communication, improving its positioning and customer attraction. The methodology used was of mixed approach and cross-sectional design, including surveys of 245 people and interviews with the director of the institution. In addition, tools such as SWOT matrices and the SOSTAC model were applied to analyze and plan strategies. The results revealed a disconnect between online and offline actions, affecting brand recognition. The proposal includes tactics such as SEO optimization, social media campaigns, music events, and inbound marketing strategies, which seek to improve the customer experience and consolidate the center's image. It was concluded that the implementation of this strategic plan could generate a positive impact on the visibility of the Pro-Arte Center, fostering its recognition in the musical field and contributing to local cultural and educational development.