Plan Comunicacional Corporación de Deportes de la Pintana
Date
2023
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Publisher
Universidad Finis Terrae (Chile) Facultad de Humanidades y Comunicaciones
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Abstract
En este documento se presentan los resultados de la investigación que dio origen al plan de comunicación estratégica de la Corporación de Deportes de La Pintana. En una primera parte se muestran los antecedentes de la organización, incluyendo sus recintos deportivos, ofertas de talleres y escuelas, además de aspectos claves de su gestión y datos sobre la comuna que permitieran contextualizar el desempeño de la organización. Posteriormente se analizan las encuestas realizadas a la comunidad y las entrevistas que se hicieron tanto a los actores internos, externos y stakeholders que se consideraron necesarios para el diseño de esta estrategia comunicacional. A su vez, a partir de la revisión bibliográfica de los diversos documentos de la corporación y el municipio, se identifica como un sello distintivo declarado, respecto de otras organizaciones municipales que desarrollan la actividad deportiva, la importancia del deporte como espacio de inclusión y la preocupación por proyectar a los talentos deportivos.
This document presents the results of the research that gave rise to the strategic communication plan of the Sports Corporation of La Pintana. In the first part, the background of the organization is displayed, including its sports facilities, workshop and school offerings, as well as key aspects of its management and data about the commune to contextualize the organization's performance. Subsequently, surveys conducted in the community and interviews with internal, external actors, and stakeholders deemed necessary for the design of this communication strategy are analyzed. Moreover, through a literature review of various documents from the corporation and the municipality, the declared distinctive feature is identified, highlighting the importance of sports as an inclusive space and the concern for promoting sports talents compared to other municipal organizations engaged in sports activities. Based on this analysis and the findings obtained, the strategic axes on which the communication plan will be based are established. This plan aims to strengthen the impact of the Sports Corporation, highlight its social contribution, and enhance the corporate identity of sports as a driver of progress and inclusion. This effort will contribute to shaping the identity of La Pintana from an educational and hopeful perspective. The proposed strategic communication plan unfolds in three areas of action: dissemination and marketing, internal communication, and public affairs management. The research concludes with a proposal for a strategic communication plan for the Sports Corporation of La Pintana, intended to be implemented over a calendar year. It includes actions designed to enhance the institution's management
This document presents the results of the research that gave rise to the strategic communication plan of the Sports Corporation of La Pintana. In the first part, the background of the organization is displayed, including its sports facilities, workshop and school offerings, as well as key aspects of its management and data about the commune to contextualize the organization's performance. Subsequently, surveys conducted in the community and interviews with internal, external actors, and stakeholders deemed necessary for the design of this communication strategy are analyzed. Moreover, through a literature review of various documents from the corporation and the municipality, the declared distinctive feature is identified, highlighting the importance of sports as an inclusive space and the concern for promoting sports talents compared to other municipal organizations engaged in sports activities. Based on this analysis and the findings obtained, the strategic axes on which the communication plan will be based are established. This plan aims to strengthen the impact of the Sports Corporation, highlight its social contribution, and enhance the corporate identity of sports as a driver of progress and inclusion. This effort will contribute to shaping the identity of La Pintana from an educational and hopeful perspective. The proposed strategic communication plan unfolds in three areas of action: dissemination and marketing, internal communication, and public affairs management. The research concludes with a proposal for a strategic communication plan for the Sports Corporation of La Pintana, intended to be implemented over a calendar year. It includes actions designed to enhance the institution's management
Description
Proyecto de grado (Magíster en Comunicación Estratégica y Digital)--Universidad Finis Terrae, 2023
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Santiago, Chile
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Citation
Keywords
COMUNICACIÓN ESTRATÉGICA, DIFUSIÓN (MEDIOS DE COMUNICACIÓN DE MASAS)
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Atribución-NoComercial-CompartirIgual 3.0 Chile (CC BY-NC-SA 3.0 CL)