INTEGRATED MARKETING COMMUNICATION IN EDUCATIONAL NON-GOVERNMENTAL ORGANIZATIONS IN PERU: DEVELOPMENT OF AN ADAPTED MODEL

Integrated Marketing Communication (IMC) stands out for ensuring coherence and effectiveness in conveying a brand's promise. Although extensively studied in for-profit organizations, its underutilization in educational non-governmental organizations (NGOs) raises concerns as it affects their connection with and attraction of consumers. The purpose of this research is to understand the level of IMC utilization in educational NGOs and adapt these foundations for practical application, proposing a tailored model to strengthen their engagement. To achieve this, a survey was conducted with 263 young adults in southern Peru, who are potential consumers of educational NGOs. Descriptive and multivariate statistics, including exploratory factor analysis, were employed to assess the implementation of IMC in educational NGOs. The descriptive analysis revealed a limited application of IMC strategies, constraining its ability to connect with consumers. The exploratory factor analysis indicated that IMC dimensions are applicable to educational NGOs, except for the issuance of receipts for services and the use of various payment methods. In response, a model adapted to NGOs is proposed, encompassing the identification of sender, receiver, message, and noise. This model details specific phases for advertising, public relations, sales promotion, and personal selling, considering the cognitive, affective, and behavioral stages of the consumer. This study provides a practical framework to enhance communication strategies in educational NGOs.