Estrategia de posicionamiento de contenido digital para la óptica city lentes en los estudiantes de la facultad de ingeniería de sistemas de la universidad santiago de Cali para el año 2022.

Abstract

The following investigation has been developed in the city of Cali specifically to the students of the Faculty of Systems Engineering of the Santiago de Cali University, with the objective of carrying out a digital advertising strategy that allows a company such as City Lens optics, to position itself in The social networks Facebook and Instagram, with a logo redesign, brand identity creation and value content, stand out despite the large number of companies that exist in this sector as an organization that has highly qualified teams and personnel. to provide a service at the level of any other recognized brand in the market. This advertising strategy is designed in three phases; The first consists of carrying out a documentary review, a semi-structured interview and an observation matrix in order to know the current situation of digital communication in optics. Subsequently, conducting a semi-structured interview with the systems engineering students to find out the perception of the optics and finally, we sought to propose a creative briefing that would allow the Citylentes optics to begin to be recognized as a good option within the visual health sector and at the same time. At the same time stand out among the brands that compete directly with it.