Marketing digital em organizações públicas: um estudo de caso na editora da Universidade Federal de Santa Maria (UFSM)

Abstract

The present study consists of a case study of exploratory nature and qualitative approach, applied at the publishing house of the Federal University of Santa Maria (UFSM), a sector with significant importance in the institution, considering that it is responsible for editing, copublishing and releasing to all the community the studies that are of interest to the teaching, research and extension activities in the several fields of knowledge. As methodological procedures, it was used documentary research, SWOT and content analysis, bibliographic research with the aim of systematizing digital marketing strategies and content for UFSM Publishing House; benchmarking was carried out with publishers which produce technicalscientific, university or commercial books that are better positioned in the digital environment; and the development of a structured marketing plan that is willing to meet UFSM Publishing House demand for free digital marketing. The result of this study is a digital marketing plan prepared for UFSM Publishing House, with free strategies, such as "Creation of content for the blog of the publishing house site", with contents about editorial market in a general and specific way and about the published books; "Definition of persona for social networks", with the aim of improving communication with the intended target audience; "Content marketing planning and presence in social networks", with the objective of optimizing the presence of the publishing house in social networks, by sharing interesting and relevant content to the public, on a regular way, considering the days and time of greater reach and; "Design in digital networks", which seeks to make the UFSM Publishing House being attracted and remembered by its public, through the design of its publications, which may represent a new way for the Publishing House to communicate and behave in social networks, as well as its visual language, with the aim of reinforcing even more its identity and becoming a reference to its audience through the generation of content.