The Role of Integrated Communication in Business Growth Implementing Strategies at SmartHop

Abstract

Integrated communication is one of the most critical strategic guidelines in organizational communication. As marketers, we must take full advantage of these emerging technologies and recognize the importance of developing digital techniques to optimize marketing communication planning. Unfortunately, not all organizations recognize or consider the importance of integrated communication strategies and their impact on organizational objectives. This project aims to improve the organization's communication processes by identifying weaknesses through evaluation and diagnosis. Following a case study approach, I will analyze integrated communication strategies and their role in business growth. To conduct this study, information was gathered on the Venezuelan-American company SmartHop, headquartered in Miami, USA. SmartHop is a mid-sized trucking software-as-a-service (SaaS) company that has been operating in the U.S. market for approximately seven years. For this project, a qualitative research method was selected. Using this approach, we analyzed the company's current communication strategies, including social media publications, website management, internal employee portals, and internal communication tools, among others. Without disclosing confidential information, this project aims to enhance current processes to improve efficiency and achieve positive results in brand positioning and stakeholder relations, both internal and external. Data were collected on the company’s current communication strategies across two key areas of integrated communication, internal and external, with a specific emphasis on marketing/product communication. The main goals of this project are to identify key areas for improvement in the company’s current strategy and design a proposal for enhancements to increase the company's positive brand perception, improve employee morale, and enhance key digital marketing performance indicators. Throughout this document, we will present a literature review to define key concepts relevant to the project. This will be followed by a description of the selected methodology and the development of an integrated communication plan proposal. The proposal will include recommended procedures and visual representations of previously developed processes. Finally, the document will conclude with key insights and reflections on the project’s development.