MARKETING DIGITAL: ESTUDO DE CASO SOBRE O PROCESSO DE PLANEJAMENTO E EXECUÇÃO DE AÇÕES ESTRATÉGICAS PARA O COLÉGIO E CURSO ALBERT EINSTEIN, DA CIDADE DE SAPÉ, E SUA ACEITAÇÃO A PARTIR DA VISÃO DO PÚBLICO

Abstract

Digital Social Media has been developing actions that are essential for the product popularization or service in the online environment, in an instant and interactive way. By these means, the present study aims to present how the digital marketing strategy for Colégio e Curso Albert Einstein, in the city of Sapé, was developed, in addition to investigating the acceptance of the plan through the view of the consuming public. Thus, we conducted an institutional survey that it was possible to identify and analyze the positive and negative points to improve the institution's communication, as well as to plan actions to be used in order to make the institution's brand present in the virtual environment. The following specific objectives were elaborated to investigate the acceptance of the actions promoted for the brand: a) identify who are the respondents that are actively present in the Digital Social Media; b) find out which social media brings more visibility to the brand; and c) verify if the tools used meet the target audience needing. The survey was developed by means of questionnaire, electronically, through Google Drive, in which it obtained 100 valid responses. The analysis of those answers made it possible to identify the institution's students are the predominant public in school's media and Instagram is the media that brings more visibility to the product. In addition, most respondents are satisfied with the actions planned and carried out to raise the name of the institution. Through work carried out, Colégio Albert was able better identify its audience, thus being able to use data and evidence as a parameter to carry out better targeted marketing actions, as well as in future research.