Plan de comunicación estratégica y marketing digital para la marca Donatella Store

Abstract

A Strategic Communication and Digital Marketing Plan was implemented in Donatella Store. The plan is supported in two strategies that will increase visibility and expand the brand's niche. The first strategy identified internal problems of the virtual store, a DOFA was established, the main objectives with the identification of the target audience. A Buyer person designed with the type of person most fitting to the brand and its personalized message. The plan is complemented with the schedule and periodicity of the advertising pieces with the budget that could be assumed to the company to implement. The second strategy is a Style Manual in which the visual image of the brand was redesigned. A logo with a fresher style and typography that generates assertiveness, style, and connection with the target audience was proposed. The company's color palette was defined, explaining the allowed and not allowed colors. Finally, future applications with the new company logo could be displayed to shirts, bottles, bags, even the logo will be used in expansive media such as walls, advertising meshes and visualizations in digital media such as YouTube, Facebook and Instagram. As a result, it was possible to identify the poor communication of Donatella Store with its customers and the failing flaw on its logo and social network posts. A logo of a cat with a youthful and flirtatious touch is proposed, a color palette was defined. Blue, yellow, and green tones are the most according to the target audience which is women between 18 to 27 years old, adolescents between 14 and 17 years old, and young couples.