STRATEGIC COMMUNICATION AND SOCIAL MARKETING. THE CASE OF ALVANE ARTESANOS®: A COLOMBIAN ARTISAN BRAND IN ALLIANCE WITH ETHNIC COMMUNITIES

Abstract

This work shows how strategic communication and social marketing are part of a roadmap to position companies and more, social enterprises. To do this, he emphasizes Alvanez Artesanos, a Colombian artisan brand that works in alliance with ethnic communities and that blends design and innovation with the meaning that ethnic communities give to Colombian culture.

Throughout the work we want to show the concept of social entrepreneurship, strategic communication, communication plan and social marketing as an integrating whole. To do this, the brand's experience is analyzed and light is shed on the importance of communicating to connect with customers and potential markets, which value social entrepreneurship and support it for the social causes it entails.

It was decided to address the Alvane Artesanos® brand because the writer is its creator and considers that it is a good example to show the power that this kind of brands that are moved by social issues can have and that have an impact on consumers for that same mission.