Estrategias de comunicación para la Cooperativa de Ahorro y Crédito Salate Ltda. del cantón Pelileo, provincia de Tungurahua

Abstract

The present investigation sought to propose communication strategies that improve the levels of investment capture of the Savings and Credit Cooperative Salate Ltda. Located in the province of Tungurahua, Pelileo canton; Its purpose was to define the strategic means of communication that efficiently capture the savings of current and potential customers of the organization. For the development of the present investigation, surveys were used, which were directed to the inhabitants with savings capacity of the Pelileo Canton, the collected data served as the base to define the adequate means of communication that allow to attract clients with savings to the entity; the research focused on formulating strategies based on a comprehensive marketing communication. After carrying out an analysis of the data collected, it was established that the lack of communication strategies of the Cooperative affects the levels of recruitment of the organization; because the entity does not communicate with its target audience few people know that it exists; also allowed to establish communication strategies that generate results, on the one hand are traditional media such as billboards, flyers, advertising material or souvenirs, transmission of radio spots, publications in zonal newspapers and on the other the alternative means of communication such as networks social networks, mainly Facebook. It is concluded emphasizing the importance of the communication like strategic factor for the growth, consolidation and positioning of the Cooperative, finally, it is recommended the implementation of the proposal in the organization.