Diseño de estrategias de comunicación para la empresa de servicios Eventpro en la ciudad de Guayaquil.

Abstract

This research analyzes the communication situation of Eventpro in the city of Guayaquil, with the objective of designing strategies to strengthen brand positioning and recall in the event organization and production services market. A mixed methodological approach was applied, combining quantitative and qualitative techniques. A total of 384 surveys were conducted among economically active individuals, along with five in-depth interviews with industry experts. The results reveal low brand recognition in the local market and confirm that service quality, reputation, and visual evidence are key factors in the decision-making process when hiring event services. Additionally, findings indicate that audiovisual content and prompt response through digital channels such as WhatsApp and Instagram directly influence perceptions of professionalism and trust. Therefore, Eventpro faces the challenge of enhancing its digital visibility through a communication strategy focused on customer experience and the consistency of its value proposition.