Diseño de estrategias de comunicación integral y marketing para el posicionamiento de la gestión institucional del Gobierno Autónomo Descentralizado Parroquial San Juan, cantón Riobamba, provincia de Chimborazo.

Abstract

This study was aimed to design strategies of integral communication and marketing, in order to place the institutional management in San Juan parochial government. This place lacks of communicative processes which has led to ignorance and poor participation from dwellers. Once the problem was identified by means of surveying all the population, it was determined that 82% and 94% of the inhabitants were not aware of the work made by the institution, and it provoked an adverse image with an average of 62% and 22%. Based on the collected data and literature, some strategies were planned: image, advertising, direct marketing, public relation and public attention. To test the hypothesis, a second data review was developed in order to identify the past and current scenarios. For making a comparison between the two variables, the chi square was used as a statistic method, getting the following conclusion; the strategies of integral communication and marketing, influences in the recognition and appearance of the institutional management from parochial government of San Juan, leading to a higher percentage of awareness from 18% to 52% . All in all, the main suggestion is the continuous participation and empowerment of doings for improving the Administration.