Construyendo una Presencia Impactante: Estrategias de Comunicación Caso: Corporación Somos Todos

Abstract

The main focus of this project is the design and implementation of a strategic digital communication plan for Corporación Somos Todos, an organization that carries out initiatives and works to dignify the lives of the recycling population in the Usme locality of Bogotá. The project is structured around a three-stage process: an analysis of the current state of its communication channels; the implementation of strategies focused on social media, the website, and digital marketing; and finally, an evaluation of the metrics that Corporación Somos Todos will be able to obtain. This proposal is based on an interdisciplinary approach that integrates communication, advertising, management, and international negotiation, with the aim of developing strategies that can be replicated in other organizations within the social or business sectors. The project’s innovation lies in harnessing the emotional power of Usme’s history and the living conditions of its recyclers. Through social media analysis, the use of multimedia tools, and the creation of a digital community, the project seeks to improve the visibility of the corporation’s efforts and strengthen its ability to connect with diverse audiences—from local residents to potential donors and strategic partners.