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Plano de comunicação integrada para a marca IPS no contexto da E3UDRES2
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| 4.25 MB | Adobe PDF |
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Abstract(s)
Este projeto visa construir um plano de comunicação integrada para o Instituto Politécnico de Setúbal, assumindo os contornos da sua recente integração na aliança universitária europeia E3UDRES2. Esta oportunidade surge da necessidade de construir um plano de comunicação integrado que inclua uma estratégia de comunicação alternativa adapta ao atual contexto, uniformizando a identidade da Instituição com a da aliança, de uma forma coesa e coerente, aumentando a notoriedade percebida do IPS enquanto campus europeu, fortalecendo a respetiva imagem, identidade da marca e, estimulando o envolvimento dos públicos pré-definidos nas ações de comunicação propostas.
A participação na E3UDRES2 como membro da equipa de disseminação e sustentabilidade (WP6), bem como a inserção no Gabinete de Imagem e Comunicação do IPS, veio permitir uma visão 360o dos desafios de comunicação, recolher informação interna privilegiada e possibilitar a elaboração de uma proposta para um novo plano de comunicação eficaz e que responda às necessidades.
Neste sentido, o plano foi sustentado com base na metodologia definida à priori, tornando-se possível definir ações suportadas pelos resultados obtidos. Inicialmente, foi realizada uma análise situacional à Instituição, possibilitando determinar os pontos fortes e fracos, as oportunidades e as ameaças. Posteriormente, foram definidos os objetivos de marketing, o público-alvo e a estratégia, de forma a orientar as táticas propostas. Finalmente, o plano é concluído com um orçamento estimado, uma proposta implementação e medidas de avaliação.
This project aims to build an integrated communication plan for the Polytechnic Institute of Setúbal, taking the contours of its recent integration into the European university alliance E3UDRES2. This opportunity arises from the need to build an integrated communication plan that includes an alternative communication strategy adapted to the current context, standardizing the identity of the institution with the alliance, in a cohesive and coherent way, increasing the perceived reputation of the IPS as a European campus, strengthening its image, brand identity and stimulating the involvement of predefined audiences in the proposed communication actions. The participation in E3UDRES2 as a member of the dissemination and sustainability team (WP6), as well as the insertion in the IPS Image and Communication Office, allowed a 360o view of the communication challenges, collecting privileged internal information and enabling the development of a proposal for a new and effective communication plan that meets the needs. In this sense, the plan was supported based on the methodology defined a priori making it possible to define actions supported by the results obtained. Initially, a situational analysis of the institution was performed, making it possible to determine the strengths and weaknesses, opportunities and threats. Subsequently, the marketing objectives, the target audience, and the strategy were defined in order to guide the proposed tactics. Finally, the plan is concluded with an estimated budget, a proposal for implementation and evaluation measures.
This project aims to build an integrated communication plan for the Polytechnic Institute of Setúbal, taking the contours of its recent integration into the European university alliance E3UDRES2. This opportunity arises from the need to build an integrated communication plan that includes an alternative communication strategy adapted to the current context, standardizing the identity of the institution with the alliance, in a cohesive and coherent way, increasing the perceived reputation of the IPS as a European campus, strengthening its image, brand identity and stimulating the involvement of predefined audiences in the proposed communication actions. The participation in E3UDRES2 as a member of the dissemination and sustainability team (WP6), as well as the insertion in the IPS Image and Communication Office, allowed a 360o view of the communication challenges, collecting privileged internal information and enabling the development of a proposal for a new and effective communication plan that meets the needs. In this sense, the plan was supported based on the methodology defined a priori making it possible to define actions supported by the results obtained. Initially, a situational analysis of the institution was performed, making it possible to determine the strengths and weaknesses, opportunities and threats. Subsequently, the marketing objectives, the target audience, and the strategy were defined in order to guide the proposed tactics. Finally, the plan is concluded with an estimated budget, a proposal for implementation and evaluation measures.
Description
Keywords
Comunicação Integrada de Marketing Plano de Comunicação Integrada de Marketing Instituto Politécnico de Setúbal Universidade Europeia Campus europeu E3UDRES2 Estratégia de Comunicação Imagem e Notoriedade Integrated Marketing Communication Integrated Marketing Communication Plan Instituto Politécnico de Setúbal European University European Campus E3UDRES2 Communication Strategy Image and Awareness