De la academia a la pantalla: Una propuesta a la estrategia comunicativa de JN Producciones

Abstract

The purpose of this study is to design a communication strategy for the Bogotá-based artistic training academy JN Producciones, addressing the need to strengthen its institutional positioning and enhance the management of its digital channels. The theoretical framework was grounded in key concepts such as communication strategy, media plan, benchmarking, digital identity, engagement, and target, which provided insights into the academy’s current challenges regarding visibility and interaction. The research followed a methodological design that combined documentary, ethnographic, and testimonial phases, offering both a theoretical and experiential perspective of the institution’s environment. As a result, a comprehensive media plan was developed alongside the clear definition of the target, establishing the foundation for a more coherent and strategic digital communication approach. In conclusion, the proposal aims to consolidate a strong digital identity for JN Producciones, reinforce its connection with the community, and boost the dissemination of its artistic activities on social media platforms.