Práctica empresarial Alcaldía Municipal de Guavatá, Santander

Abstract

The Mayor's Office of Guavatá presented a gap between the production of content and its effective use by citizens and external markets: late publications, scattered messages and unclear routes for reservations, procedures and participation. To design and implement an integrated territorial communication and marketing strategy that would make visible the agro-ecotourism offer and strengthen institutional trust through accessible, multichannel and measurable content. Method: Rapid diagnosis (direct observation, channel audit, and interviews), baseline metrics, and analytical frameworks (PEST, Cinco Fuerzas, and Ansoff) were applied; then the registrationediting-publication-monitoring flow was standardized and the 3C system, Content, Channels, and Conversion, was operated with editorial calendar, multimedia bank and accessibility protocols. Results: Reduction of event - publication time (≈72 h to ≤24 h), increase in the percentage of accessible parts (≈30% to ≥80%), improvement in response times to comments and PQRS (≈72 h to ≤48 h), higher CTR towards the landing. Discussion: The integration of public communication, digital government and territorial marketing translated Integrated Planning and Management Model (MIPG) values into operational routines with traceability, increasing the visibility of the destination and citizen verification.