Estrategia de Branding digital transmedia para la escuela integral de eventos de la Facultad de Ciencias Sociales y Humanística de la Espol

Abstract

This project is based on the design of a transmedia digital branding strategy for the “Escuela Integral de Eventos” of Faculty of Social Sciences and Humanities of ESPOL, with the objective of achieving an increase in the visibility, recognition and positioning of the brand that represents the school, both inside and outside the polytechnic environment. This proposal is based on creating a discussion through the digital environment, creating a strategy for social networks such as Tik Tok and Instagram. For this, the methodology applied was exploratory research, selecting a representative sample through aleatory selection, to obtain perceptions about the school's services. The conclusions of this project indicate that, although the perception of the services of the “Escuela Integral de Eventos” is positive, its scope is limited to the internal environment of ESPOL, due to the lack of a consistent dissemination strategy on social networks. A comparison was made with other businesses that already present a certain level of success compared to the school, which has been thanks to the use of digital branding strategy and the promotion of constant interaction with the audience through platforms such as those mentioned above. Therefore, this proposed strategy seeks to overcome these limitations through the creation of creative and adapted content, positioning the institution as a reference in event services, both internally and externally. Keywords: Digital branding; transmedia; visibility; communication strategy; positioning.