Estrategia de marketing social para potenciar la visibilidad y promoción de los proyectos culturales de la fundación Cerámica Italia
Fecha
2023
Autores
Berdugo León, Mario Alberto
Hernández Arias, Andrea Patricia
Jaimes Ortega, Kheyla Samhay Danyela
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
En la época contemporánea, la promoción de la cultura ha ido adquiriendo importancia, con el fin de proteger y preservar tanto el arte como el patrimonio de una nación. Aunque esta tendencia no es de reciente aparición, ya que desde la antigua Roma se promovía la difusión cultural. De hecho, fue en este período cuando surgió el mecenazgo como una manera de respaldar a aquellos individuos que se dedicaban al ámbito artístico. La promoción cultural es una tarea que requiere de un compromiso de todos los actores sociales. En este sentido fue que se creó la Fundación Cerámica Italia, buscando dar acceso a la cultura. Esta Fundación representa una entidad no lucrativa y de carácter privado, cuya misión se centra en el fomento del progreso cultural, social y educativo en la localidad. A lo largo de más de una década de actividad, ha dedicado sus esfuerzos a la generación de entornos culturales y educativos que resalten las habilidades y creatividad presentes en la región nortesantandereana en Colombia. La presente investigación se planteó como objetivo proponer estrategias de marketing social para aumentar la visibilidad y promoción de los proyectos y actividades culturales de la Fundación Cerámica Italia. se aborda además el marketing digital y las estrategias comunicativas, aspectos esenciales en el contexto actual donde el conocimiento tiene un alto valor. Y se introduce una propuesta para la promoción cultural que puede servir como referencia para futuros proyectos. Para alcanzar los propósitos de la investigación se propuso metodología cualitativa con diseño documental. Esto implica que la investigación pretende interpretar cual ha sido el impacto de la promoción cultural de la Fundación Cerámica Italia, y no solo medir que tanto público objetivo ha sido participe de las mismas. Realizada la revisión de la información, se pudo concluir que el nivel de difusión de los eventos promovidos por la fundación no ha tenido la acogida esperada, ya que el promedio de los aforos no han alcanzado ni siquiera el 50%. Por esta razón, se propone fortalecer la página web, buscando mantener los datos actualizados y haciendo más atractiva su interfaz. La creación de la Fundación Cerámica Italia se ha originado con el objetivo de fomentar la cultura, como parte de una actividad de responsabilidad social de la empresa del mismo nombre. A pesar de haber logrado cierta penetración en los grupos destinatarios, los resultados de la asistencia a los eventos no son los más favorables, tal como indican las estadísticas presentadas. Por lo tanto, se hace imprescindible llevar a cabo una campaña de marketing social de gran alcance para aumentar la visibilidad de la fundación. Es necesario reforzar tanto la página web como la presencia en Instagram y Facebook. No obstante, al explorar el sitio web, se aprecia que algunas secciones no funcionan correctamente y que la información presentada está desactualizada. Aunque esta plataforma es vital para visibilizar la fundación, su eficacia depende de un mantenimiento adecuado, ya que su apariencia no resulta atractiva. En resumen, la labor de la fundación es de suma importancia, pero se requiere una mayor difusión para que sus actividades impacten de manera significativa en las comunidades que se pretenden alcanzar.
In contemporary times, the promotion of culture has been gaining importance, in order to protect and preserve both the art and the heritage of a nation. Although this trend is not of recent appearance, since cultural diffusion was promoted since ancient Rome. In fact, it was in this period that patronage emerged as a way of supporting those individuals who were dedicated to the artistic field. Cultural promotion is a task that requires the commitment of all social actors. It was in this sense that the Cerámica Italia Foundation was created, seeking to give access to culture. This Foundation represents a non-profit and private entity, whose mission is focused on promoting cultural, social and educational progress in the town. Throughout more than a decade of activity, it has dedicated its efforts to the generation of cultural and educational environments that highlight the skills and creativity present in the North Santander region in Colombia. The objective of this research was to propose social marketing strategies to increase the visibility and promotion of the projects and cultural activities of the Cerámica Italia Foundation. Digital marketing and communication strategies are also addressed, essential aspects in the current context where knowledge has a high value. And a proposal for cultural promotion is introduced that can serve as a reference for future projects. To achieve the purposes of the research, a qualitative methodology with documentary design was proposed. This implies that the research aims to interpret what has been the impact of the cultural promotion of the Cerámica Italia Foundation, and not only measure how many target audiences have participated in them. After reviewing the information, it was possible to conclude that the level of dissemination of the events promoted by the foundation has not had the expected reception, since the average capacity has not even reached 50%. For this reason, it is proposed to strengthen the web page, seeking to keep the data updated and making its interface more attractive. The creation of the Cerámica Italia Foundation originated with the aim of promoting culture, as part of a social responsibility activity of the company of the same name. Despite having achieved some penetration in the target groups, the results of attendance at events are not the most favourable, as indicated by the statistics presented. Therefore, it becomes essential to carry out a powerful social marketing campaign to increase the visibility of the foundation. It is necessary to reinforce both the website and the presence on Instagram and Facebook. However, when exploring the website, it can be seen that some sections do not work correctly and that the information presented is outdated. Although this platform is vital to make the foundation visible, its effectiveness depends on proper maintenance, since its appearance is not attractive. In summary, the work of the foundation is of the utmost importance, but greater dissemination is required for its activities to have a significant impact on the communities they are intended to reach.
In contemporary times, the promotion of culture has been gaining importance, in order to protect and preserve both the art and the heritage of a nation. Although this trend is not of recent appearance, since cultural diffusion was promoted since ancient Rome. In fact, it was in this period that patronage emerged as a way of supporting those individuals who were dedicated to the artistic field. Cultural promotion is a task that requires the commitment of all social actors. It was in this sense that the Cerámica Italia Foundation was created, seeking to give access to culture. This Foundation represents a non-profit and private entity, whose mission is focused on promoting cultural, social and educational progress in the town. Throughout more than a decade of activity, it has dedicated its efforts to the generation of cultural and educational environments that highlight the skills and creativity present in the North Santander region in Colombia. The objective of this research was to propose social marketing strategies to increase the visibility and promotion of the projects and cultural activities of the Cerámica Italia Foundation. Digital marketing and communication strategies are also addressed, essential aspects in the current context where knowledge has a high value. And a proposal for cultural promotion is introduced that can serve as a reference for future projects. To achieve the purposes of the research, a qualitative methodology with documentary design was proposed. This implies that the research aims to interpret what has been the impact of the cultural promotion of the Cerámica Italia Foundation, and not only measure how many target audiences have participated in them. After reviewing the information, it was possible to conclude that the level of dissemination of the events promoted by the foundation has not had the expected reception, since the average capacity has not even reached 50%. For this reason, it is proposed to strengthen the web page, seeking to keep the data updated and making its interface more attractive. The creation of the Cerámica Italia Foundation originated with the aim of promoting culture, as part of a social responsibility activity of the company of the same name. Despite having achieved some penetration in the target groups, the results of attendance at events are not the most favourable, as indicated by the statistics presented. Therefore, it becomes essential to carry out a powerful social marketing campaign to increase the visibility of the foundation. It is necessary to reinforce both the website and the presence on Instagram and Facebook. However, when exploring the website, it can be seen that some sections do not work correctly and that the information presented is outdated. Although this platform is vital to make the foundation visible, its effectiveness depends on proper maintenance, since its appearance is not attractive. In summary, the work of the foundation is of the utmost importance, but greater dissemination is required for its activities to have a significant impact on the communities they are intended to reach.
Descripción
Palabras clave
Cultura y arte, Estrategia de comunicación, Fundación Cerámica Italia Cúcuta, Marketing social, Culture and art, Communication strategy, Cerámica Italia Cúcuta Foundation, Social marketing
