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Title: Diseño, implementación y medición de una campaña de promoción para la Biblioteca de la Universidad de Cantabria (BUC)
Author: Gutiérrez Calderón, Elisa
Tutor: Zorrilla, Mikel  
Others: Porta-Simó, Laura  
Abstract: Nowadays, social networks are the launch pad to customer acquisition and loyalty. The aim of this project is to develop a strategic action plan for the promotion of content in digital media (in particular a survey) for the Library of the University of Cantabria, through a promotional campaign. The main characteristic of the work is that not only are the objectives set by the Library measured for its evaluation, but also the impact that the campaign produces on the Library itself. The context in which the project is carried out is characterized by the pandemic situation declared due to Covid-19, which in Spain meant the confinement of the population around mid-march. With this fact in mind, and after obtaining from the Analysis characteristics inherent to the positioning of the Library and the target audience, efforts are focused on the tasks of campaign Design, among which are the selection of metrics and indicators to monitor and the most appropriate digital media that will participate in the dissemination strategy. The Evaluation of the main objectives and the registered impact are developed at the same time the campaign is being executed, analyzing to that end the metrics selected on that subject. In short, although not all the objectives are achieved, the development of a strategic plan has positively impacted the Library and, furthermore, it has allowed for the discovery of weak points that show up new lines of future.
Keywords: digital marketing
contents promotion
Document type: info:eu-repo/semantics/masterThesis
Issue Date: Jun-2020
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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