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Abstract(s)
Tendo como enquadramento a perceção de como pode uma marca aumentar a sua notoriedade a partir de canais de comunicação digitais, este projeto tem como intuito desenvolver uma estratégia de âmbito digital para a empresa Conservas a Oeste.
A Conservas a Oeste é uma microempresa de Torres Vedras a atuar no setor da indústria transformadora, mais em concreto, na preparação e conservação de frutos e produtos hortícolas. A atividade principal desta empresa está assim relacionada com a procura de matérias-primas provenientes da região Oeste e a sua transformação em conservas doces, agridoces, salgadas e desidratadas. A sua presença no mercado é ainda bastante regional, estando presente essencialmente nas zonas de Torres Vedras e Lisboa.
Através de uma entrevista semiestruturada realizada com as promotoras da Conservas a Oeste foi possível recolher informações relevantes que possibilitaram uma análise à marca, à empresa e aos seus meios e formas de comunicação. Percebendo as debilidades da empresa no que concerne da comunicação e do marketing digital foram definidos objetivos de atuação, de forma a potenciar e dinamizar os meios de comunicação digitais da empresa e aumentar a notoriedade da marca junto ao seu público-alvo.
Para atingir os objetivos propostos, desenvolveram-se conteúdos e um conjunto de melhorias que alteraram o website da empresa, que pode ser consultado em www.conservasaoeste.pt. A par desta ação, foi também definido um plano de melhoria e dinamização das redes sociais onde a empresa tem presença.
Taking as a framework the perception of how can a brand increase its awareness from digital communication channels, this project has the intention to develop a digital strategy to the company Conservas a Oeste. Conservas a Oeste is a micro business from Torres Vedras operating in the sector of manufacturing industry, more in particular, in the preparation and conservation of fruits and vegetables. The main activity of this company is related with the demand for raw materials from Portuguese western and its transformation into sweets, bittersweets, salty and dehydrated preserves. Their market is still quite regional, being present mainly in Torres Vedras and Lisbon. Through semi-structured interview conducted with the promoters of Conservas a Oeste, it was possible to collect relevant information that allowed an analysis of the brand, the company and its means and ways of communication. Realizing the weaknesses of the company in respect of digital communication and marketing, objectives were set for action, in order to enhance the digital media and increase brand awareness with their target audience. To achieve the proposed objectives was developed content and a set of improvements on the company website, which can be visited in www.conservasaoeste.pt. It was also poited a set of suggestions to improve and develop the social networks where the company has a presence.
Taking as a framework the perception of how can a brand increase its awareness from digital communication channels, this project has the intention to develop a digital strategy to the company Conservas a Oeste. Conservas a Oeste is a micro business from Torres Vedras operating in the sector of manufacturing industry, more in particular, in the preparation and conservation of fruits and vegetables. The main activity of this company is related with the demand for raw materials from Portuguese western and its transformation into sweets, bittersweets, salty and dehydrated preserves. Their market is still quite regional, being present mainly in Torres Vedras and Lisbon. Through semi-structured interview conducted with the promoters of Conservas a Oeste, it was possible to collect relevant information that allowed an analysis of the brand, the company and its means and ways of communication. Realizing the weaknesses of the company in respect of digital communication and marketing, objectives were set for action, in order to enhance the digital media and increase brand awareness with their target audience. To achieve the proposed objectives was developed content and a set of improvements on the company website, which can be visited in www.conservasaoeste.pt. It was also poited a set of suggestions to improve and develop the social networks where the company has a presence.
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Keywords
Comunicação digital Marketing digital Marca Notoriedade da marca Conservas a Oeste Produtos artesanais Redes sociais Websites Digital communication Social networks Websites Brand Preserves Digital marketing Brand awareness