Implementación de estrategias comunicacionales para mejorar el posicionamiento del Instituto Pre-Universitario CAPEI de la ciudad de Quito – Ecuador

Abstract

This research raises the implementation of communication strategies to improve the positioning of the Center for training and preparing of income CAPEI city of Quito – Ecuador, for it is development methodological tools such as survey and interview were applied in order to identify the current level of positioning of pre – university in the target market and the internal workings of diffusion of establishment respectively. These collection techniques allowed obtaining valuable information about the empirical communication management of the establishment offer educational services, and consequently the lack of a privileged position in the consumer`s mind, basing the development of research work. To verify that the implementation of communication strategies is necessary to on create brand positioning, it proceeds to contemplate the elements of the communication mx: advertising, promotion, sales force and public relations, which enable dissemination services form both massive as an alternative, and structuring eight strategies such as the re-design of the logo, advertising via website, design diptychs and triptychs, simple direct promotion with 20 quotas at half price, direct additional promotion by gift pens and folders, training human talent in human resources, costumer services and sales finally establishing strategic alliances with educational institutions, which globally are part of a communication annual operating plan for the institute, giving management a tool easy application and significant results.