Centro Cultural Paine

Abstract

The following strategic communication plan was developed based on research into the background of the Paine Cultural Center and the collection of testimonies from its staff and board members, providing an in-depth understanding of the organization's work, key management elements, and communication needs aligned with the context of its community. In this regard, two key points were identified for the construction of this project: enhancing the communication channels of the Paine Cultural Center and establishing connections to strengthen ties with its residents. These residents, seen as one of the organization’s main target audiences, include neighborhood associations and students in the central area of the community, with whom the Center has yet to build a close and lasting relationship. Through a series of in-depth interviews with members of the Paine Cultural Center, presidents of neighborhood associations, folk dance clubs, senior clubs, staff from similar institutions, and other stakeholders, as well as a survey conducted with 296 Paine residents and the compilation of bibliographic sources, the main aspects to be addressed in the communication plan were identified. This plan aims to strengthen the organization’s connection with the surrounding residents and improve the delivery of information about the wide range of cultural offerings available. These findings were essential in defining the action map and subsequent steps to fulfill the established corporate and communication objectives, which will effectively link the Paine Cultural Center with its residents and strengthen its communication channels.