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Plano de comunicação digital para criação de uma nova empresa de limpeza no concelho de Setúbal
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O presente projeto aplicado teve como objetivo desenvolver um plano de comunicação digital para a Clean Solution, empresa de serviços de limpeza sediada em Setúbal, com o intuito de fortalecer a presença no mercado, melhorar o posicionamento da marca e potenciar a captação e fidelização de clientes. A metodologia adotada combinou abordagens qualitativa e quantitativa, recorrendo à aplicação de questionários, entrevistas semiestruturadas e análise de benchmarking competitivo. Os resultados evidenciaram a importância da comunicação digital estruturada para as pequenas e médias empresas de serviços, identificando três segmentos prioritários: residencial, condomínios e empresarial. O plano proposto baseou-se nos modelos SOSTAC® e OKR, assegurando coerência entre planeamento, execução e monitorização, e permitindo traduzir objetivos estratégicos em ações mensuráveis. Conclui-se que a implementação de metodologias integradas de marketing digital contribui para o fortalecimento da marca, a eficiência operacional e a sustentabilidade das PME portuguesas, reforçando o valor prático e académico do estudo.
This applied project aimed to develop a digital communication plan for Clean Solution, a cleaning services company based in Setúbal, with the purpose of strengthening its market presence, improving brand positioning, and enhancing customer acquisition and retention. The adopted methodology combined qualitative and quantitative approaches, using questionnaires, semi-structured interviews, and competitive benchmarking analysis. The results highlighted the importance of structured digital communication for small and medium-sized service companies, identifying three priority segments: residential, condominium, and corporate. The proposed plan was based on the SOSTAC® and OKR models, ensuring consistency between planning, implementation, and monitoring, thus translating strategic objectives into measurable actions. It is concluded that the implementation of integrated digital marketing methodologies contributes to brand strengthening, operational efficiency, and the sustainability of Portuguese SMEs, reinforcing the practical and academic value of this study.
This applied project aimed to develop a digital communication plan for Clean Solution, a cleaning services company based in Setúbal, with the purpose of strengthening its market presence, improving brand positioning, and enhancing customer acquisition and retention. The adopted methodology combined qualitative and quantitative approaches, using questionnaires, semi-structured interviews, and competitive benchmarking analysis. The results highlighted the importance of structured digital communication for small and medium-sized service companies, identifying three priority segments: residential, condominium, and corporate. The proposed plan was based on the SOSTAC® and OKR models, ensuring consistency between planning, implementation, and monitoring, thus translating strategic objectives into measurable actions. It is concluded that the implementation of integrated digital marketing methodologies contributes to brand strengthening, operational efficiency, and the sustainability of Portuguese SMEs, reinforcing the practical and academic value of this study.
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Comunicação digital Plano de comunicação digital PME de serviços Marketing digital Indicadores de desempenho Digital communication Digital communication plan Service SMEs Digital strategy Performance indicators