Estrategia de marketing integral implementada por el equipo de marca soy Boyacá, para el posicionamiento en el mercado local

Abstract

This article reflects upon the work of the author that was produced by the ‘Soy Boyacá’ brand team, as part of the territorial branding project for the Business Development Secretary of the Government of Boyacá. As a marketing assistant, the author carried out specific duties related to the commercial slogan at the regional level. The two main objectives of the program were to attract regional companies and to promote the consumption of local products. This document presents the findings from the analysis of the Marketing 360º strategy, implemented in the second semester of 2018, and compares the measurable results. These results include aspects such as the number of business professionals involved in the project between the beginning and the end in December, 2017, and emphasize the added value that the regional brand gives to the local production. The integral market strategy includes the utilization of different mass media and includes traditional publicity, public relations and online advertising. The ultimate purpose of this work was to effectively disseminate the information generated by the program ‘Soy Boyacá’ to the regional population and encourage local businessmen to take advantage of the potential benefits of the project, such as consultancy, business events and corporate conferences