A campanha de comunicação como apoio à captação e fidelização de alunos em instituições de ensino : um estudo de caso da Rede Marista

Abstract

This work presents a Loyalty and Catch Campaign for students in 2009 of Marista Institution Education, entitled Be happy is to learn for the whole life. It aims at analyzing how the communication was used at Marista Institution to collaborate for the development increase of it. The methodology used was bibliographical revision and a case study that was deepened with documental research, interview and analysis content. The bibliographical revision deepened subjects like organizations and teaching institutions concept, organizational communication, strategic communication, communication campaign and communication in teaching institutions. The main results suggest that the relation with the environment, identified through the elements that stand out a connection with the previous campaign, an approximation with the young public and a care in answer the parents’ students questions can collaborate significantly for the development above the expected one.