Contenido audiovisual corporativo para potenciar la comunicación e imagen de la Granja Avícola Lucita.

Abstract

The Poultry Farm "Lucita" faces significant challenges due to the lack of visibility in its area, generating economic and emotional difficulties for its owners. The lack of knowledge is evident in the use of digital media to promote the company. Therefore, the aim of this research was to address this lack by creating multimedia corporate content, specifically by means the production of audiovisual material, with the aim of improving the company's communication and image. To achieve this objective, we used Bruce Archer's design methodology, which consists of a series of structured steps. This approach was divided into three stages: analytical, creative and execution. Each of these stages was essential for the implementation of the audiovisual content, covering aspects such as pre­ production, production and post-production. In addition, research was conducted, including interviews with the company's manager and an analysis of the competition through benchmarking, to identify key elements to strengthen and determine the type of content to be developed. The application of this methodology led to the development of three productions highlighting testimonials and differentiating factors of the product. These productions were evaluated by 12 professionals in the area of graphic design, who considered aspects such as the quality of the image, sound and reported information. The average results obtained were 78.17%, 88.27% and 85.66% respectively, with an overall average of 84.03%, which validated the content produced. Therefore, it is concluded that Lucita Poultry Farm lacks recognition in the poultry market. This project seeks to change that situation by creating visual content that will help the company stand out in the industry and improve its brand image.