Plano de ação para fortalecer a imagem e aumentar o engajamento das entidades e empresas em relação aos estudos técnicos da diretoria executiva da CNT

Abstract

The National Transport Confederation (CNT) is the highest representative entity in the transport and logistics sector at a national level, covering all modes of transportation, working to defend the interests of transport companies with governments and civil society. Companies in the sector lack technical information, but many of them are not aware of the content developed by CNT, which could benefit and contribute to the development of their businesses. The Confederation's communication with companies is not direct, there is a hierarchy within the transport system, where the Confederation talks to Federations, Federations with Unions and Unions with companies. Faced with this scenario, there is a need to develop an action plan with the aim of strengthening the image and increasing the engagement of entities and companies in the transport sector in relation to the technical studies developed by the Executive Directorship (DIEX) of the CNT, with a focus on internal communication with federations, unions, associations and companies in the transport sector. After the external and situational analysis carried out, it was possible to diagnose some gaps to be worked on. Today, the CNT does not have a Communication and Marketing team dedicated to promoting the studies developed by DIEX, preventing it from focusing on the needs of its target audience as well as evaluating the results of the work carried out by the Confederation. The modeling of the studies carried out, product marketing, identification of customers and their needs, among other points, are not worked on. The studies developed present crucial information for the transport sector, therefore there are opportunities to be explored so that engagement between entities and companies occurs organically. The action plan proposed in this work involves all of the CNT's communication with its audiences. Approaching entities and companies through in-person events and strategies aimed at engagement; partnerships with universities, spontaneous media with the press; reformulation of the website and modeling of CNT studies and social networks are some of the points presented by the group, according to the structure and availability that the Confederation has.