Propuesta de un plan de comunicación como herramienta de posicionamiento institucional para la Empresa Pública de Movilidad, Tránsito y Transporte EMOV-EP, dentro del periodo 2022-2023

This research includes the development of a "Proposal for a Communication Plan as an Institutional Positioning Tool for the Public Company of Mobility, Transit and Transport EMOV-EP, within the Period 2022-2023", which aims to design an external communication plan that is adapted to each of the segments that make up the target audience of this public entity. The implementation of this project involved gathering information and analyzing the current situation of EMOV-EP through the use of various techniques such as semi-structured interviews and surveys to obtain information from the target segments or public, such as pedestrians, bicycles users, users of public transport, bus and cab, commercial public transport operators and cargo, private vehicles and motorcycles. In this way, it was possible to know the perception of each of the segments with the communication processes carried out in the entity and to detect critical points and deficiencies. The results obtained in this case show that, depending on the segment to which the target public belongs, the type or means of communication through which it prefers to receive information and the frequency of communication, EMOV-EP, in order to make its messages, services, objectives and purposes known, must establish specific and targeted messages and information for each of these means and, above all, for each of the segments. Based on the results, a communication plan has been prepared with targeted messages for each of the segments, depending on the communication channel through which it decides to disseminate them.