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Publication
Plano de comunicação integrada de marketing aplicado à marca digitalde educação Teu Resumo no contexto Poliempreende
| Name: | Description: | Size: | Format: | |
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| 5.16 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Este projeto visa construir um plano de comunicação integrada de marketing para aplicação a uma nova marca digital de educação Teu Resumo. Esta oportunidade surge da necessidade de construir um plano de comunicação que inclua uma estratégia de comunicação alternativa adapta ao atual contexto, de uma forma coesa e coerente, para inserir e dar notoriedade a respectiva imagem, identidade da marca, estimulando o envolvimento dos públicos pré-definidos nas ações de comunicação propostas. Neste sentido, o plano foi sustentado com base na metodologia definida à priori, tornando-se possível definir ações suportadas pelos resultados obtidos na participação da equipa Teu Resumo no IPStartup, concurso do Poliempreende no ano de 2023. Inicialmente, foi realizada uma análise e coleta de dados antes e durante o concurso, possibilitando determinar os pontos fortes e fracos, as oportunidades e as ameaças. Como resultado foi elaborado um plano de comunicação integrada de marketing utilizando ferramentas do mix de comunicação, a publicidade (através dos panfletos, banners) e o marketing digital (através das redes sociais, website) e relações públicas e eventos com o objetivo de transmitir a mensagem da Teu Resumo de forma eficaz e divulgar as ações dos serviços. 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 de implementação e medidas de avaliação.
This project aims to develop an integrated marketing communication plan for the implementation of a new digital education brand, Teu Resumo. This opportunity arises from the need to create a communication plan that includes an alternative strategy tailored to the current context, in a cohesive and coherent manner, to establish and enhance the brand's image and identity while encouraging the engagement of predefined audiences in the proposed communication actions. In this context, the plan was based on a previously defined methodology, enabling the design of actions supported by the results obtained during the participation of the Teu Resumo team in the IPStartup competition, part of the Poliempreende program in 2023. Initially, an analysis and data collection were conducted before and during the competition, allowing for the identification of strengths, weaknesses, opportunities, and threats. As a result, an integrated marketing communication plan was developed using two communication mix tools: advertising (via flyers, banners) and digital marketing (via social media and the website) and public relations and events were included to effectively convey Teu Resumo's message and promote its services. Subsequently, marketing objectives, the target audience, and the strategy were defined to guide the proposed tactics. Finally, the plan is concluded with an estimated budget, an implementation proposal, and evaluation measures.
This project aims to develop an integrated marketing communication plan for the implementation of a new digital education brand, Teu Resumo. This opportunity arises from the need to create a communication plan that includes an alternative strategy tailored to the current context, in a cohesive and coherent manner, to establish and enhance the brand's image and identity while encouraging the engagement of predefined audiences in the proposed communication actions. In this context, the plan was based on a previously defined methodology, enabling the design of actions supported by the results obtained during the participation of the Teu Resumo team in the IPStartup competition, part of the Poliempreende program in 2023. Initially, an analysis and data collection were conducted before and during the competition, allowing for the identification of strengths, weaknesses, opportunities, and threats. As a result, an integrated marketing communication plan was developed using two communication mix tools: advertising (via flyers, banners) and digital marketing (via social media and the website) and public relations and events were included to effectively convey Teu Resumo's message and promote its services. Subsequently, marketing objectives, the target audience, and the strategy were defined to guide the proposed tactics. Finally, the plan is concluded with an estimated budget, an implementation proposal, and evaluation measures.
Description
Keywords
Comunicação Integrada de Marketing Plano de Comunicação Integrada de Marketing Estratégia de diferenciação Imagem e Notoriedade Educação digital Teu Resumo Integrated Marketing Communication Integrated Marketing Communication Plan Differentiation Strategy Image and Awareness Digital Education Your Summary