The Social Media Marketing Plan as a strategy to improve the brand positioning of an architectural design studio. Case: Design studio “Ar. Pamela Flores”

Abstract

Social Media Marketing is a trend on the rise, which allows new strategies to be designed that will help meet the objectives of organizations. Within the field of construction, specifically architectural design studios, a Social Media Marketing plan allows you to directly reach the customer segment through the use of social networks. The purpose of this work was to carry out a Social Media Marketing plan to improve the brand positioning of the design studio “Arq. Pamela Flores”. The study is of a mixed nature, for which surveys were carried out on the defined sample, as well as an interview with the owner of the study. The methodology of the proposed plan for this study was carried out based on 3 phases. Firstly, a diagnosis of the own Social Media and of the competition was made, then the audience and the buyer person were defined, later the social networks on which to work were selected, as well as the most suitable content and, finally, proposed a plan performance evaluation plan. It was concluded that there is a weak brand presence in social networks, as well as poor management of competition in the digital ecosystem, represent a business opportunity to generate competitive advantages through these channels (social networks) increasing the scope, notoriety and degree of influence. in the target audience. The next step will be to direct the strategy towards a sustainable increase in sales, accompanied by the development of a personal brand.

Keywords: social media marketing plan, social networks, social media, architecture and design, brand awareness