Clients
Area of Expertise
Expertise Leaders
Vice President, Culture
Argentina
Chile
Senior Director, Integrated Production
Estados Unidos
EL OBJETIVO
Posicionar a CAF como EL banco de desarrollo DE América Latina PARA América Latina. Convertirlo en el referente en la región.
RECEPTORES
Público en general, multilaterales, gobiernos, agencias de créditos, bancos y empresas privadas, público académico, aliados, clientes actuales y potenciales, think tanks, funcionarios CAF, medios y líderes de opinión
BARRERA
a) Poca claridad del rol y liderazgo de CAF; b) mayor protagonismo del BID como referente en América Latina; c) gran enfoque comunicacional en aspectos técnicos y no humanos.
INSIGHT
Humanizar las comunicaciones de CAF, a través de la creación y ejecución de una estrategia orbital enfocada en conectar a la institución con su WHY –el por qué hacen las cosas – en lugar del WHAT, resaltando su diferenciativo e institucionalizando el conocimiento y liderazgo de su líder, así como el aporte para el desarrollo sostenible de América Latina.
Solución
Para lograr alcanzar los objetivos planteados, generar engagement con la audiencia deseada y aprovechar las oportunidades previstas para CAF -Banco de Desarrollo de América Latina-, nuestro equipo se enfocó en desarrollar y humanizar la reputación e imagen de la organización y en fortalecer el posicionamiento del liderazgo ejecutivo acompañando las permanentes trasformaciones de la institución, transformando a su vez la manera en que se relaciona y comunica. Como resultado, se ejecutaron los programas de Gestión Continua de la Reputación y Liderazgo Propositivo para Ejecutivos. Las estrategias desarrolladas tras la implementación de estos programas incluyeron un componente colaborativo con otras áreas de experticia de Newlink, incluyendo: Integrated Production, Creative & Branding, Branded Content y Social Marketing.
Asesoría Estratégica:
2
Programas de Newlink
Contenido periodístico:
117
Notas de prensa
62
Entrevistas
13
Columnas de opinión
2769
Réplicas orgánicas
3 libros
Conversando con CAF, Reporte de Gestión y Publicación sobre Conferencias CAF.
Creatividad:
2 Actualizaciones de la identidad gráfica
1 diseño de logo
1496
Piezas creativas
Audiovisual:
311 Videos producidos
9 Documentales
87 videos
(programas, cápsulas, y videos resumen) de Conversando con CAF, los cuales obtuvieron + 83.290 visualizaciones.
Redes sociales:
61.474.055
Impresiones generadas a través de Facebook.
1.500.862
Dirigidos hacia secciones específicas dentro del sitio web de CAF, generados a través de 43 campañas de tráfico.
4 Sesiones de FB Live, las cuales obtuvieron 163.102 visualizaciones.
Incremento de seguidores:
+25.025
+20.038
+34.337
Sobre el cliente
CAF es un banco de desarrollo constituido en 1970 y conformado por 19 países - 17 de América Latina y el Caribe, España y Portugal- y 13 bancos privados de la región.
Promueve un modelo de desarrollo sostenible, mediante operaciones de crédito, recursos no reembolsables y apoyo en la estructuración técnica y financiera de proyectos de los sectores público y privado de América Latina.
Con sede en Caracas, Venezuela, cuenta con oficinas en Buenos Aires, La Paz, Brasilia, Bogotá, Quito, Madrid, México D.F, Ciudad de Panamá, Asunción, Lima, Montevideo y Puerto España.
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V1.0, September 2021