Plan de mejora para fortalecer la atracción y afiliación de jóvenes egresados en Uniandinos mediante una estrategia experiencial de tipo free trial (prueba gratuita).

Abstract

This project analyzes the process of attracting and affiliating young graduates at Uniandinos, the Alumni Association of Universidad de los Andes based on the experience gained during the professional internship carried out in the Marketing area. Although the association has a consolidated trajectory and a broad value proposition, challenges were identified regarding the conversion of young prospects into active members and the limited understanding of its value proposition by this segment. To address this situation, an organizational diagnosis was conducted using strategic analysis tools such as the SWOT matrix, the Internal Factors Evaluation Matrix (IFE), and the Internal Capacity Profile Matrix. Based on the findings, an improvement proposal was developed, which includes the implementation of an experiential marketing strategy using a free trial approach, called Pase Uniandino. This strategy aims to allow young prospects to experience selected benefits on a temporary basis, facilitating informed affiliation decisions and contributing to the sustainable growth of the Uniandina community.