Plan Comunicacional Corporación de Deportes de la Pintana

Abstract

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