{"id":11420,"date":"2025-11-04T00:05:00","date_gmt":"2025-11-03T22:05:00","guid":{"rendered":"https:\/\/rumboyresultados.com\/?p=11420"},"modified":"2025-11-07T18:58:21","modified_gmt":"2025-11-07T16:58:21","slug":"comunicacion-institucional-no-se-adapta","status":"publish","type":"post","link":"https:\/\/rumboyresultados.com\/gb\/en\/comunicacion-institucional-no-se-adapta\/","title":{"rendered":"When institutional communication fails to adapt to the digital age"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"11420\" class=\"elementor elementor-11420\">\n\t\t\t\t<div class=\"elementor-element elementor-element-686478a e-flex e-con-boxed e-con e-parent\" data-id=\"686478a\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2295082 elementor-widget elementor-widget-html\" data-id=\"2295082\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div style=\"font-size: 14px; color: #777777; text-align: left; margin-bottom: 20px;\">\n  <nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"last\">Home<\/span><\/p><\/nav>\n<\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6dc6c811 e-flex e-con-boxed e-con e-parent\" data-id=\"6dc6c811\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-10617d6f elementor-widget elementor-widget-heading\" data-id=\"10617d6f\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">When institutional communication fails to adapt to the digital age: a real case<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70fea3ec elementor-widget elementor-widget-text-editor\" data-id=\"70fea3ec\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Digitalization is already present in city councils and businesses, but it often remains limited to &quot;posting on Instagram.&quot; This real-life case illustrates what happens when communication is approached with models not adapted to the current reality\u2014based on data, segmentation, and evaluation\u2014and how to correct course to achieve genuine impact on citizens.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67ee7e01 elementor-widget elementor-widget-text-editor\" data-id=\"67ee7e01\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Published November 3, 2025 \u00b7 Category: Case studies<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d54cec5 elementor-widget__width-inherit elementor-widget elementor-widget-image\" data-id=\"2d54cec5\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/09\/Comunicacion-institucional-no-se-adapta.webp\" class=\"attachment-large size-large wp-image-11476\" alt=\"Comunicaci\u00f3n institucional no se adapta\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/09\/Comunicacion-institucional-no-se-adapta.webp 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/09\/Comunicacion-institucional-no-se-adapta-300x200.webp 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/09\/Comunicacion-institucional-no-se-adapta-768x512.webp 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e995fd9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"e995fd9\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f239e8f e-con-full e-flex e-con e-parent\" data-id=\"f239e8f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41ee332 elementor-widget__width-initial elementor-widget elementor-widget-html\" data-id=\"41ee332\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\n\/* =============== RUMBO & RESULTADOS \u00b7 BASELINE BLOG 2025 (final) =============== *\/\n:root{\n  --rr-green:#176A4F;\n  --rr-green-dark:#2E5F4F;\n  --rr-text:#3F3F3F;\n  --rr-muted:#6E6E6E;\n  --rr-bg:#FFFFFF;\n  --rr-soft:#F8F8F8;\n  --rr-border:#E6E6E6;\n\n  \/* ancho del post *\/\n  --wrap:1120px;\n  --radius:7px;\n\n  \/* Tipograf\u00eda base: 18\/16 *\/\n  --fs-base:18px; 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not everything can be resolved with a generic post.<\/p>\n      <\/div>\n      <div class=\"rr-note\">\n        <p class=\"rr-note-title\">Balance between creativity and dissemination<\/p><br>\n        <p class=\"mb-0\" style=\"font-size:16px\">Visual pieces without paid outreach\/testing rarely reach the people who matter.<\/p>\n      <\/div>\n    <\/div><br>\n<div style=\"height:20px\"><\/div>\n<hr>\n<div style=\"height:20px\"><\/div>\n\n<!-- ===== \u00cdndice (TOC) completo ===== -->\n<div style=\"height:20px\"><\/div>\n<div style=\"height:20px\"><\/div>\n<nav class=\"rr-toc rr-sticky\" aria-label=\"Table of Contents\">\n  <div class=\"rr-toc-title\">Content<\/div>\n  <ul>\n    <li><a href=\"#intro\">1. Introduction<\/a><\/li>\n    <li><a href=\"#caso\">2. The case: a project with a green vision, but mismatched communication<\/a><\/li>\n    <li><a href=\"#bloqueos\">3. Common Blockages (and Their Consequences)<\/a><\/li>\n    <li><a href=\"#benchmarks\">4. What do international benchmarks teach us?<\/a><\/li>\n    <li><a href=\"#soluciones\">5. Takeaways and actionable solutions<\/a><\/li>\n    <li><a href=\"#conclusion\">6. Conclusion<\/a><\/li>\n  <\/ul>\n<\/nav>\n<div style=\"height:20px\"><\/div>\n<hr>\n<div style=\"height:20px\"><\/div>\n\n  <!-- ===== Introducci\u00f3n ===== -->\n  <section id=\"intro\" class=\"rr-anchor\" itemprop=\"articleBody\">\n    <h2 class=\"rr-underline\">1. Introduction<\/h2>\n    <p><br>\n      In transformative public projects, <strong>communicate well<\/strong> It is as crucial as execution. Simply \u201cbeing online\u201d is not enough: today, institutional communication demands <strong>measurable objectives<\/strong>,\n      <strong>audience segmentation<\/strong>, <strong>balance between creativity and dissemination<\/strong> and\n      <strong>evaluable planning<\/strong>. Otherwise, the effort becomes fleeting visibility without observable results.\n    <\/p>\n    <p>\n      The case we are analyzing\u2014explained without proper names\u2014is representative of a widespread reality in public administrations and SMEs: <strong><em>surface digitization<\/em><\/strong>. Presence is confused with strategy. Aesthetics are prioritized over measurability. Content is published on organic channels, but no strategy is designed.\n      <em>media mix<\/em> that guarantees coverage, frequency, and learning (A\/B testing, follow-up). The result is predictable: limited reach, poor connection with key audiences, and difficulty demonstrating public value.\n    <\/p>\n    <div style=\"height:20px\"><\/div>\n\n    <div class=\"rr-note muted\">\n      <p class=\"rr-note-title\">Main idea<\/p>\n      <p class=\"mb-0\">Our goal is not to point fingers, but <strong>learn<\/strong> how to go from \u201ca design that excites\u201d to a <strong>data-driven institutional communication<\/strong>, capable of informing, mobilizing, and being accountable.<\/p>\n    <\/div>\n  <\/section>\n\n<div style=\"height:20px\"><\/div>\n\n  <!-- ===== Figura de contexto (placeholder) ===== -->\n  <figure class=\"rr-fig\">\n    <img decoding=\"async\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/09\/Mapa-ciudad-inventada.webp\"\n         alt=\"Visual de contexto del proyecto (sustituir por imagen\/mapa real)\">\n  <\/figure><br>\n\n\n<!-- ===== El caso (actualizado con presupuesto + referencias) ===== -->\n<div style=\"height:40px\"><\/div>\n<hr>\n<div style=\"height:20px\"><\/div>\n<section id=\"caso\" class=\"rr-anchor\">\n  \n  <h2 class=\"rr-underline\">2. Case: Exemplary green infrastructure project and mismatched communication<\/h2><br>\n  <p>\n    The project had an undeniable purpose: to transform the city by improving its green and blue infrastructure, making it more livable and resilient to climate change. As with many public funding opportunities, one of the requirements was to develop a communication plan explaining to the public what would be done, why, and how it would affect their daily lives.\n  <\/p>\n  <p>\n    So far, so good: clear and measurable communication is essential in projects of this scale. But in practice, the approach adopted reveals several shortcomings that are common in many public administrations and that are worth analyzing in detail.\n  <\/p><br>\n\n  <!-- Chips KPI ejemplos -->\n  <div class=\"rr-kpis\" aria-label=\"Examples of useful KPIs\">\n    <span class=\"rr-chip\">Message recall (%)<\/span>\n    <span class=\"rr-chip\">Attendance at activities<\/span>\n    <span class=\"rr-chip\">Inquiries\/requests generated<\/span>\n    <span class=\"rr-chip\">Workshop registration<\/span>\n    <span class=\"rr-chip\">Participation in surveys<\/span>\n  <\/div>\n\n<div style=\"height:20px\"><\/div>\n  <h3>1) Vague and unhelpful indicators<\/h3>\n  <p>\n    The requirement was to define indicators to measure the success of the communication. However, instead of working with metrics connected to real changes in the public, the objectives were limited to \u201cimpacts\u201d or \u201cvisualizations.\u201d These indicators are easy to obtain, but they say nothing about whether the population understands the project, participates in the activities, or adopts more sustainable behaviors. Without indicators linked to observable results, the plan cannot demonstrate its effectiveness.\n  <\/p><br>\n\n  <!-- Tabla comparativa outputs vs outcomes -->\n  <div class=\"rr-table-wrap\" role=\"region\" aria-label=\"Comparison of indicators\">\n    <table class=\"rr-table\">\n      <thead>\n        <tr>\n          <th>Type of indicator<\/th>\n          <th>Examples<\/th>\n          <th>What does it answer?<\/th>\n          <th>Utility for accountability<\/th>\n        <\/tr>\n      <\/thead>\n      <tbody>\n        <tr>\n          <td><strong>Outputs<\/strong> (activity)<\/td>\n          <td>Impressions, views, clicks<\/td>\n          <td>How much do we publish\/disseminate?<\/td>\n          <td>Limited: demonstrates neither understanding nor change<\/td>\n        <\/tr>\n        <tr>\n          <td><strong>Outtakes<\/strong> (comprehension)<\/td>\n          <td>I remember the message, I understand the project<\/td>\n          <td>Did people understand the message?<\/td>\n          <td>Media: evidence of learning\/understanding<\/td>\n        <\/tr>\n        <tr>\n          <td><strong>Outcomes<\/strong> (behavior)<\/td>\n          <td>Registrations, assistance, applications, use of services<\/td>\n          <td>Were any concrete actions taken?<\/td>\n          <td>High: demonstrates observable results<\/td>\n        <\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div>\n<div style=\"height:20px\"><\/div>\n  <h3>2) Lack of clear and publicly defined objectives<\/h3>\n  <p>\n    The plan did not include a definition of target profiles: young people, families, senior citizens, vulnerable groups. Nor were specific objectives formulated for each audience (e.g., \u201cincrease youth attendance at rewilding workshops by 201%\u201d or \u201censure that 301% of families identify newly created green spaces\u201d). Without this segmentation, the communication becomes a generic message that hardly connects with the needs of each group.\n  <\/p>\n<div style=\"height:20px\"><\/div>\n  <h3>3) Rejection of more strategic proposals<\/h3>\n  <p>\n    When the idea of including this segmentation and defining measurable objectives was raised, the proposal was rejected by the teams involved. They maintained a traditional approach, inherited from another era, where the priority is having eye-catching graphic material rather than building a results-oriented strategy.\n  <\/p>\n<div style=\"height:20px\"><\/div>\n  <h3>4) Confusion between communication and aesthetics<\/h3>\n  <p>\n    The concept that dominated the process was \u201cfinding a visual design that evokes emotion.\u201d This approach can be valid as a creative starting point, but if it becomes the sole strategy, the communication is reduced to an aesthetic piece without support or reach. A design, by itself, neither mobilizes nor informs; it needs narrative, context, planning, and dissemination to reach the public.\n  <\/p>\n\n  <!-- Infograf\u00eda en grid: Creatividad vs Difusi\u00f3n -->\n  <div class=\"rr-grid cols-2\">\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Creativity<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>Clear messages for the public<\/li>\n        <li>Pieces adapted to formats<\/li>\n        <li>Visual and narrative consistency<\/li>\n      <\/ul>\n    <\/div>\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Diffusion<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>Targeted media buying<\/li>\n        <li>Minimum frequency and coverage<\/li>\n        <li>A\/B testing and continuous optimization<\/li>\n      <\/ul>\n    <\/div>\n  <\/div>\n<div style=\"height:20px\"><\/div>\n  <h3>5) Unbalanced budget<\/h3><br>\n  \n <!-- Donut 90\/10 \u00b7 Creatividad vs Difusi\u00f3n (corregido) -->\n<figure class=\"rr-fig\" role=\"img\" aria-label=\"Actual distribution of the campaign budget: 90% creativity, 10% dissemination\">\n  <svg viewbox=\"0 0 560 220\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"100%\" height=\"auto\" preserveaspectratio=\"xMidYMid meet\">\n    <defs>\n      <lineargradient id=\"gCreat\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#1B7A5B\"\/>\n        <stop offset=\"100%\" stop-color=\"#176A4F\"\/>\n      <\/lineargradient>\n      <lineargradient id=\"gDiff\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#CFE8DE\"\/>\n        <stop offset=\"100%\" stop-color=\"#9FD0BF\"\/>\n      <\/lineargradient>\n    <\/defs>\n\n    <!-- Donut -->\n    <!-- Circunferencia total (r=70) \u2248 439.82 -->\n    <!-- Creatividad 90% = 395.84 | Difusi\u00f3n 10% = 43.98 -->\n    <g transform=\"translate(120,110)\">\n      <!-- pista -->\n      <circle r=\"70\" cx=\"0\" cy=\"0\" fill=\"none\" stroke=\"#E6E6E6\" stroke-width=\"22\"\/>\n      <!-- Creatividad (90%) -->\n      <circle r=\"70\" cx=\"0\" cy=\"0\" fill=\"none\" stroke=\"url(#gCreat)\" stroke-width=\"22\"\n              stroke-linecap=\"butt\" transform=\"rotate(-90)\"\n              stroke-dasharray=\"395.84 43.98\" stroke-dashoffset=\"0\"\/>\n      <!-- Difusi\u00f3n (10%) -->\n      <circle r=\"70\" cx=\"0\" cy=\"0\" fill=\"none\" stroke=\"url(#gDiff)\" stroke-width=\"22\"\n              stroke-linecap=\"butt\" transform=\"rotate(-90)\"\n              stroke-dasharray=\"43.98 395.84\" stroke-dashoffset=\"-395.84\"\/>\n    <\/g>\n\n    <!-- Etiquetas porcentuales al centro -->\n    <g font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\" text-anchor=\"middle\">\n      <text x=\"120\" y=\"102\" font-size=\"20\" fill=\"#111\" font-weight=\"700\">90% \/ 10%<\/text>\n      <text x=\"120\" y=\"126\" font-size=\"10\" fill=\"#6E6E6E\">Creativity vs. Dissemination<\/text>\n    <\/g>\n\n    <!-- Anotaci\u00f3n de aprendizaje -->\n    <g>\n      <rect x=\"220\" y=\"26\" width=\"320\" height=\"70\" rx=\"10\" fill=\"#FFFFFF\" stroke=\"#E6E6E6\"\/>\n      <text x=\"236\" y=\"52\" font-size=\"16\" fill=\"#111\" font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\" font-weight=\"600\">\n        Learning\n      <\/text>\n      <text x=\"236\" y=\"74\" font-size=\"14\" fill=\"#3F3F3F\" font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\">\n        Without dissemination and testing, the reach is limited.\n      <\/text>\n    <\/g>\n\n    <!-- Leyenda -->\n    <g font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\">\n      <!-- Creatividad -->\n      <rect x=\"220\" y=\"116\" width=\"16\" height=\"16\" rx=\"4\" fill=\"url(#gCreat)\"\/>\n      <text x=\"244\" y=\"128\" font-size=\"14\" fill=\"#111\">Creativity (\u2248 90%)<\/text>\n      <!-- Difusi\u00f3n -->\n      <rect x=\"220\" y=\"146\" width=\"16\" height=\"16\" rx=\"4\" fill=\"url(#gDiff)\"\/>\n      <text x=\"244\" y=\"158\" font-size=\"14\" fill=\"#111\">Diffusion (\u2248 10%)<\/text>\n    <\/g>\n\n    <!-- Nota al pie -->\n    <text x=\"220\" y=\"188\" font-size=\"13\" fill=\"#6E6E6E\" font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\">\n      Recommendation: rebalance budget and add paid.\n    <\/text>\n  <\/svg>\n  <figcaption>Actual distribution observed: investment poured into creativity, almost without dissemination.<\/figcaption>\n<\/figure>\n\n<div style=\"height:20px\"><\/div>\n  <p>\n    The campaign budget was almost entirely allocated to the production of visuals (and some animated versions), leaving no investment in targeted media buying, message testing, or content adaptation for different channels. The result is attractive material with a very limited reach.\n  <\/p>\n<br>\n  <!-- >>> NUEVO BLOQUE DE PRESUPUESTO (gen\u00e9rico) -->\n  <div class=\"rr-note\">\n    <p class=\"rr-note-title\">Budget: the obvious discrepancy<\/p>\n    <p class=\"mb-0\">\n      For a <strong>typical project of 5 million euros<\/strong>, Various international benchmarks agree that between\n      <strong>1.5 % and 3 %<\/strong> <u>only<\/u> to the <strong>institutional communication campaign<\/strong> (strategy, creatives, paid media, and evaluation). That equates to <strong>\u20ac75,000\u2013150,000<\/strong>. \n      <br><br><strong>Important:<\/strong> <em>This item does not include<\/em> face-to-face events or citizen participation processes, which must be budgeted separately.\n    <\/p>\n  <\/div>\n<br>\n  <!-- Tabla comparativa de presupuesto -->\n  <div class=\"rr-table-wrap\" role=\"region\" aria-label=\"Comparison of recommended vs actual budget\">\n    <table class=\"rr-table\">\n      <thead>\n        <tr>\n          <th>Typical project<\/th>\n          <th>% recommended (campaign only)<\/th>\n          <th>Recommended range (\u20ac)<\/th>\n          <th>Real investment (case analyzed)<\/th>\n          <th>Difference<\/th>\n        <\/tr>\n      <\/thead>\n      <tbody>\n        <tr>\n          <td>\u20ac5M<\/td>\n          <td>1.5\u20133 %<\/td>\n          <td>\u20ac75K\u2013150K<\/td>\n          <td>\u20ac9K (mostly creative)<\/td>\n          <td>\u221285 % to \u221294 %<\/td>\n        <\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div>\n<br>\n  <!-- Referencias -->\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">References<\/p>\n    <ul>\n      <li><a href=\"https:\/\/www.gartner.com\/en\/insights\/marketing\/insights\/cmo-spend-and-strategy-survey\" target=\"_blank\" rel=\"noopener\">Gartner \u2013 CMO Spend Survey<\/a>: average marketing expenditure ~7\u20138 % of revenue.<\/li>\n      <li><a href=\"https:\/\/blog.hubspot.com\/marketing\/marketing-budget-percentage\" target=\"_blank\" rel=\"noopener\">HubSpot \u2013 Marketing Budget Benchmarks<\/a>: recommends 5\u201310 % in B2C; minimums of 2\u20135 %.<\/li>\n      <li><a href=\"https:\/\/amecorg.com\/barcelona-principles\/\" target=\"_blank\" rel=\"noopener\">AMEC \u2013 Barcelona Principles 3.0<\/a>: importance of budgeting and evaluating communication with outcomes.<\/li>\n      <li><a href=\"https:\/\/www.oecd.org\/gov\/innovative-tools-for-public-communication.htm\" target=\"_blank\" rel=\"noopener\">OECD \u2013 Public Communication<\/a>: need for adequate resources and planning.<\/li>\n    <\/ul>\n  <\/div>\n<div style=\"height:20px\"><\/div>\n  <h3>6) Insufficient channels<\/h3>\n  <p>\n    Communication was entrusted exclusively to the city council&#039;s own channels: Instagram and the local newspaper. This excludes key audiences:\n  <\/p>\n  <ul class=\"rr-check\">\n    <li><strong>Youths<\/strong>They require TikTok or other micro-video formats and their own visual codes.<\/li>\n    <li><strong>Families<\/strong>They respond best to segmented campaigns with paid investment and specific messages.<\/li>\n    <li><strong>Older people<\/strong>They need in-person channels or collaborations with local entities.<\/li>\n  <\/ul>\n  <p class=\"mb-0\">\n    Limiting oneself to two organic channels means that the campaign does not reach the diversity or audience volume it needs.\n  <\/p>\n<div style=\"height:20px\"><\/div>\n  <h3>7) Lack of structured planning<\/h3>\n  <p>\n    No campaign plan was drafted with phases, milestones, and key messages. Nor was a duration assigned to each action, nor were intermediate indicators established to assess whether the strategy was progressing in the right direction. Instead of a coordinated schedule, each action was improvised, making it difficult to maintain consistency and measure results.\n  <\/p><br>\n\n  <div class=\"rr-note\">\n    <p class=\"rr-note-title\">Case conclusion<\/p>\n    <p class=\"mb-0\">\n      This case is representative of a pattern that is repeated in institutions and SMEs: the <strong>surface digitization<\/strong>.Digital presence is often confused with data-driven strategy. The consequence is clear: projects with great potential are left without the recognition and participation they deserve.\n    <\/p>\n  <\/div>\n  <div style=\"height:20px\"><\/div>\n<\/section>\n<div style=\"height:20px\"><\/div>\n<hr>\n<div style=\"height:20px\"><\/div>\n<!-- ===== Bloque 4: Bloqueos habituales ===== -->\n<section id=\"bloqueos\" class=\"rr-anchor\">\n  <h2 class=\"rr-underline\">3. Common Blockages (and Their Consequences)<\/h2><br>\n\n  <p>\n    The case we just described is not an exception. On the contrary, it reflects a series of common roadblocks that are repeated in both public administrations and many SMEs. Identifying them is key to understanding why communication falls short and what concrete effects this has on projects.\n  <\/p><br>\n  <h3>1) Models not adapted to the digital age<\/h3>\n  <p>\n    Many organizations maintain communication routines inherited from another era: a press release, a generic social media post, or a physical brochure. Today, however, citizens get their information in a fragmented way, seek verifiable data, and expect two-way interaction.\n  <\/p>\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">Consequence<\/p>\n    <p class=\"mb-0\">The messages fail to reach those who are most important to involve, and the project loses social legitimacy.<\/p>\n  <\/div>\n<div style=\"height:20px\"><\/div>\n  <h3>2) Vague and difficult-to-evaluate objectives<\/h3>\n  <p>\n    Simply stating that \u201cwe want to impact the public\u201d or \u201craise awareness of the project\u201d is not enough in 2025. Objectives must be formulated clearly, measurably, and linked to observable results: number of participants, level of understanding, degree of satisfaction, and changes in behavior.\n  <\/p>\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">Consequence<\/p>\n    <p class=\"mb-0\">When the objectives are generic, no one can prove whether the campaign has worked, and the effort is perceived as an expense rather than an investment.<\/p>\n  <\/div><br>\n\n  <h3>3) Mismatch between creativity and dissemination<\/h3>\n  <p>\n    Creativity is essential, but without investment in distribution, it becomes a limited resource. In the case analyzed, 80\u201390% of the budget was allocated to visual materials, leaving little room for segmenting, testing, or scaling the message across different channels.\n  <\/p>\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">Consequence<\/p>\n    <p class=\"mb-0\">Attractive materials are produced, but they have a short lifespan and no real impact. The public remembers the design, but not the project or its benefits.<\/p>\n  <\/div><br>\n\n  <h3>4) Limited use of channels<\/h3>\n  <p>\n    Relying solely on your own organic channels\u2014like an Instagram account or a local newspaper\u2014drastically reduces your reach. Each audience has its own codes and platforms: young people consume micro-videos, families respond to targeted social media campaigns, and older people often need in-person support or partnerships with local organizations.\n  <\/p>\n  <ul class=\"rr-check\">\n    <li><strong>Youths<\/strong>They need TikTok or other micro-video formats.<\/li>\n    <li><strong>Families<\/strong>They respond better to segmented campaigns with paid investment.<\/li>\n    <li><strong>Older people<\/strong>They require in-person channels or collaboration with local entities.<\/li>\n  <\/ul>\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">Consequence<\/p>\n    <p class=\"mb-0\">Strategic audiences are left out of the conversation and the project reinforces inequalities instead of reducing them.<\/p>\n  <\/div><br>\n\n  <h3>5) Improvisation instead of planning<\/h3>\n  <p>\n    The lack of a timeline with phases, key messages, milestones, and allocated budget turns communication into a series of reactive actions. Each campaign starts from scratch, without continuity or narrative coherence.\n  <\/p>\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">Consequence<\/p>\n    <p class=\"mb-0\">Teams are worn out by urgent tasks, money is divided into small, unconnected actions, and citizens receive scattered messages.<\/p>\n  <\/div>\n\n  <div class=\"rr-note\">\n    <p class=\"rr-note-title\">Budget reminder<\/p>\n    <p class=\"mb-0\">\n      As we saw in the previous section, dedicating less than one <strong>1.5 % of the total budget<\/strong> The institutional communication campaign is insufficient. The recommended range of <strong>1.5\u20133 %<\/strong> It does not include citizen participation processes or face-to-face events, which require a separate, specific budget item.\n    <\/p>\n  <\/div>\n<\/section>\n<div style=\"height:40px\"><\/div>\n<hr>\n<div style=\"height:20px\"><\/div>\n\n<!-- ===== Bloque 5: Benchmarks internacionales ===== -->\n<section id=\"benchmarks\" class=\"rr-anchor\">\n  <h2 class=\"rr-underline\">4. What do current benchmarks teach us?<\/h2><br>\n\n  <p>\n    Good practices in public and corporate communication converge on four ideas: <strong>SMART goals<\/strong>,\n    <strong>real segmentation<\/strong>, <strong>balance creativity-dissemination<\/strong> and <strong>evaluation by results<\/strong>.Next, we summarize the most useful frameworks and how they contrast with the approach observed in the case.\n  <\/p><br>\n\n  <!-- Tabla comparativa: Marco vs Qu\u00e9 pide vs Por qu\u00e9 importa -->\n  <div class=\"rr-table-wrap\" role=\"region\" aria-label=\"Comparison of reference frameworks\">\n    <table class=\"rr-table\">\n      <thead>\n        <tr>\n          <th>Frame<\/th>\n          <th>What does it ask for?<\/th>\n          <th>Why it matters<\/th>\n        <\/tr>\n      <\/thead>\n      <tbody>\n        <tr>\n          <td><strong>AMEC \u2013 Barcelona Principles 3.0<\/strong><\/td>\n          <td>Measure beyond <em>outputs<\/em>; include <em>outtakes<\/em> (comprehension) and <em>outcomes<\/em> (changes\/actions). Link objectives to clear metrics.<\/td>\n          <td>It allows for demonstrating public value and accountability; it avoids &quot;vanity metrics&quot;.<\/td>\n        <\/tr>\n        <tr>\n          <td><strong>UK GCS \u2013 OASIS<\/strong> (Objectives, Audience, Strategy, Implementation, Scoring)<\/td>\n          <td>SMART objectives, defined audiences, campaign strategy and plan, results review (<em>scoring<\/em>).<\/td>\n          <td>It reduces improvisation and ensures consistency between creativity, channels, and evaluation.<\/td>\n        <\/tr>\n        <tr>\n          <td><strong>European Commission \u2013 Communication Guidelines<\/strong><\/td>\n          <td>Planning, segmentation, use of appropriate media, transparency and monitoring proportional to the project.<\/td>\n          <td>It requires traceability of public investment and evidence of actual reach\/participation.<\/td>\n        <\/tr>\n        <tr>\n          <td><strong>OECD \u2013 Public Communication<\/strong><\/td>\n          <td>Strategic communication based on data, active listening, and continuous evaluation of results.<\/td>\n          <td>It strengthens citizen trust and policy learning (iterative improvement).<\/td>\n        <\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div><br>\n\n  <!-- Nota did\u00e1ctica: Outputs vs Outtakes vs Outcomes -->\n  <div class=\"rr-note\">\n    <p class=\"rr-note-title\">From \u201cpublishing\u201d to \u201cchanging behaviors\u201d<\/p>\n    <p class=\"mb-0\">\n      <strong>Outputs<\/strong> = activity (impressions, posts). <strong>Outtakes<\/strong> = comprehension\/recollection.\n      <strong>Outcomes<\/strong> = actions (registrations, attendance, applications, use of services). International frameworks especially value the <em>outcomes<\/em>, which are what justify the investment and the social impact.\n    <\/p>\n  <\/div><br>\n\n<!-- Cita visual \u00b7 Benchmarks -->\n<figure class=\"rr-fig\" role=\"img\" aria-label=\"Quote about measurement in communication\">\n  <svg viewbox=\"0 0 1120 180\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"100%\" height=\"auto\" preserveaspectratio=\"xMidYMid meet\" aria-hidden=\"false\">\n    <defs>\n      <lineargradient id=\"qBG\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#F4FAF7\"\/>\n        <stop offset=\"100%\" stop-color=\"#EAF4F0\"\/>\n      <\/lineargradient>\n    <\/defs>\n    <rect x=\"0\" y=\"0\" width=\"1120\" height=\"180\" rx=\"12\" fill=\"url(#qBG)\" stroke=\"#E6E6E6\"\/>\n    <!-- comillas -->\n    <g fill=\"#176A4F\" opacity=\"0.15\" transform=\"translate(28,26)\">\n      <path d=\"M56 22c-16 0-28 12-28 30 0 12 8 22 20 26-2 8-8 16-16 20 14-2 26-12 32-24 8-16 12-28 12-36 0-10-8-16-20-16z\"\/>\n      <path d=\"M124 22c-16 0-28 12-28 30 0 12 8 22 20 26-2 8-8 16-16 20 14-2 26-12 32-24 8-16 12-28 12-36 0-10-8-16-20-16z\"\/>\n    <\/g>\n    <!-- texto -->\n    <g font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\">\n      <text x=\"104\" y=\"76\" font-size=\"22\" fill=\"#111\" font-weight=\"700\">\n        \u201c&quot;What is not measured beyond impressions cannot be improved.&quot;\u201d\n      <\/text>\n      <text x=\"104\" y=\"108\" font-size=\"16\" fill=\"#3F3F3F\">\n        International frameworks (AMEC, GCS OASIS, DG COMM) focus on outtakes and outcomes to justify impact.\n      <\/text>\n      <a xlink:href=\"https:\/\/amecorg.com\/barcelona-principles\/\" target=\"_blank\" rel=\"noopener\">\n        <text x=\"104\" y=\"136\" font-size=\"14\" fill=\"#176A4F\" font-weight=\"600\">AMEC \u2013 Barcelona Principles 3.0<\/text>\n      <\/a>\n      <a xlink:href=\"https:\/\/gcs.civilservice.gov.uk\/guidance\/oasis\/\" target=\"_blank\" rel=\"noopener\">\n        <text x=\"380\" y=\"136\" font-size=\"14\" fill=\"#176A4F\" font-weight=\"600\">UK GCS \u2013 OASIS<\/text>\n      <\/a>\n      <a xlink:href=\"https:\/\/commission.europa.eu\/about-european-commission\/departments-and-executive-agencies\/communication-dg-comm_en\" target=\"_blank\" rel=\"noopener\">\n        <text x=\"540\" y=\"136\" font-size=\"14\" fill=\"#176A4F\" font-weight=\"600\">European Commission \u2013 DG COMM<\/text>\n      <\/a>\n    <\/g>\n  <\/svg>\n  <figcaption>Quote of principle: measure understanding and actions (outtakes\/outcomes), not just activity (outputs).<\/figcaption>\n<\/figure><br>\n\n\n  <!-- Infograf\u00eda simple en grid: Multicanal m\u00ednimo viable -->\n  <div class=\"rr-grid cols-3\">\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Minimum viable multichannel<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>Own channels (website, email, social media)<\/li>\n        <li>Segmented digital paid<\/li>\n        <li>Selective local\/offline alliances<\/li>\n      <\/ul>\n    <\/div>\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Budgetary balance<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>Creativity<br> (messages\/<br>formats)<\/li>\n        <li>Diffusion<br> (coverage and<br> frequency)<\/li>\n        <li>Assessment<br> (surveys\/<br>metrics)<\/li>\n      <\/ul>\n    <\/div>\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Continuous optimization<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>A\/B testing of messages<\/li>\n        <li>Audience adjustment<\/li>\n        <li>Iterations by data<\/li>\n      <\/ul>\n    <\/div>\n  <\/div><br>\n  <!-- Checklist accionable: lo que no puede faltar -->\n  <h3 class=\"mt-l\">Actionable checklist based on benchmark<\/h3>\n  <ul class=\"rr-check\">\n    <li>SMART goals aligned with <em>outcomes<\/em> (not just impressions).<\/li>\n    <li>Profiles and segments with differentiated messages and creatives.<\/li>\n    <li>Campaign plan with phases, milestones, schedule and budget per channel.<\/li>\n    <li>Paid media layer to reach audiences outside the organic market.<\/li>\n    <li>Metrics of <em>outtakes<\/em> (comprehension) and <em>outcomes<\/em> (actions), with baseline.<\/li>\n    <li>Evaluation report with lessons learned and improvements for the next cycle.<\/li>\n  <\/ul><br>\n\n  <!-- Contraste con el caso -->\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">Contrast with what was observed in the case<\/p>\n    <p class=\"mb-0\">\n      The approach described (vague outputs, limited organic reach, budget focused on visuals, lack of paid advertising and evaluation) is incompatible with these frameworks. To approach the standards, it is necessary to rebalance the budget, define measurable objectives for each audience, and implement targeted outreach with results tracking.\n    <\/p>\n  <\/div><br>\n\n  <!-- Referencias -->\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">References<\/p>\n    <ul>\n      <li><a href=\"https:\/\/amecorg.com\/barcelona-principles\/\" target=\"_blank\" rel=\"noopener\">AMEC \u2013 Barcelona Principles 3.0<\/a><\/li>\n      <li><a href=\"https:\/\/gcs.civilservice.gov.uk\/guidance\/oasis\/\" target=\"_blank\" rel=\"noopener\">UK Government Communication Service \u2013 OASIS<\/a><\/li>\n      <li><a href=\"https:\/\/commission.europa.eu\/about-european-commission\/departments-and-executive-agencies\/communication-dg-comm_en\" target=\"_blank\" rel=\"noopener\">European Commission \u2013 DG COMM (principles and guidelines)<\/a><\/li>\n      <li><a href=\"https:\/\/www.oecd.org\/gov\/innovative-tools-for-public-communication.htm\" target=\"_blank\" rel=\"noopener\">OECD \u2013 Innovative Tools for Public Communication<\/a><\/li>\n    <\/ul>\n  <\/div>\n<\/section>\n\n<div style=\"height:40px\"><\/div>\n<hr>\n<div style=\"height:20px\"><\/div>\n\n\n<!-- ===== Bloque 6: Takeaways y soluciones accionables ===== -->\n<section id=\"soluciones\" class=\"rr-anchor\">\n  <h2 class=\"rr-underline\">5. Takeaways and actionable solutions<\/h2><br>\n\n  <p>\n    The key is to move on from <em>surface digitization<\/em> (publish without a plan) to a <strong>data-driven institutional communication<\/strong>,with measurable objectives, real segmentation and a balance between creativity, dissemination and evaluation.\n  <\/p><br>\n\n  <!-- Checklist operativo -->\n  <h3>1) Operational checklist (applicable within 30 days)<\/h3><br>\n  <ul class=\"rr-check\">\n    <li>Define 3\u20135 <strong>SMART goals<\/strong> linked to <em>outcomes<\/em> (e.g., \u201c+25% workshop attendance\u201d, \u201c300 registrations\u201d, \u201c70% project understanding\u201d).<\/li>\n    <li>Segment 3\u20134 <strong>key audiences<\/strong> (young people, families, seniors, local agents) with <strong>messages and pieces<\/strong> differentiated.<\/li>\n    <li>Design a <strong>plan of campaign<\/strong> with phases (awareness \u2192 interest \u2192 action \u2192 follow-up), schedule and budget per channel.<\/li>\n    <li>Ensure <strong>paid media layer<\/strong> for coverage and frequency that organic cannot achieve.<\/li>\n    <li>Establish <strong>baseline<\/strong> (brief survey or initial registration) and <strong>outtakes\/outcomes metrics<\/strong> from day 1.<\/li>\n    <li>Plan <strong>test A\/B<\/strong> of messages\/pieces and a bi-weekly data review for optimization.<\/li>\n  <\/ul><br>\n\n  <!-- Mini-presupuestos orientativos -->\n  <h3>2) Balance between creativity, dissemination, and evaluation (mini-budgets)<\/h3><br>\n  <p class=\"mb-0\">Indicative distribution for institutional campaigns with measurable objectives. Adjust for duration and complexity.<\/p><br>\n  \n<!-- Donut 30\/60\/10 \u00b7 versi\u00f3n corregida -->\n<figure class=\"rr-fig\" role=\"img\" aria-label=\"Recommended budget balance: 30% creativity, 60% dissemination, 10% evaluation\">\n  <svg viewbox=\"0 0 740 220\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"100%\" height=\"auto\" preserveaspectratio=\"xMidYMid meet\">\n    <defs>\n      <!-- Colores R&R -->\n      <lineargradient id=\"gCreat\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#1B7A5B\"\/><stop offset=\"100%\" stop-color=\"#176A4F\"\/>\n      <\/lineargradient>\n      <lineargradient id=\"gDiff\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#34A67B\"\/><stop offset=\"100%\" stop-color=\"#9FD0BF\"\/>\n      <\/lineargradient>\n      <lineargradient id=\"gEval\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#DCEDE7\"\/><stop offset=\"100%\" stop-color=\"#B9DCCD\"\/>\n      <\/lineargradient>\n    <\/defs>\n\n    <!-- Par\u00e1metros: r=70 => per\u00edmetro \u2248 439.82 -->\n    <!-- 60% = 263.89 | 30% = 131.95 | 10% = 43.98 -->\n    <g transform=\"translate(120,110)\">\n      <!-- pista -->\n      <circle r=\"70\" cx=\"0\" cy=\"0\" fill=\"none\" stroke=\"#E6E6E6\" stroke-width=\"20\"\/>\n      <!-- Difusi\u00f3n (60%) -->\n      <circle r=\"70\" cx=\"0\" cy=\"0\" fill=\"none\" stroke=\"url(#gDiff)\" stroke-width=\"20\"\n              stroke-linecap=\"butt\" transform=\"rotate(-90)\"\n              stroke-dasharray=\"263.89 175.93\" stroke-dashoffset=\"0\"\/>\n      <!-- Creatividad (30%) -->\n      <circle r=\"70\" cx=\"0\" cy=\"0\" fill=\"none\" stroke=\"url(#gCreat)\" stroke-width=\"20\"\n              stroke-linecap=\"butt\" transform=\"rotate(-90)\"\n              stroke-dasharray=\"131.95 307.87\" stroke-dashoffset=\"-263.89\"\/>\n      <!-- Evaluaci\u00f3n (10%) -->\n      <circle r=\"70\" cx=\"0\" cy=\"0\" fill=\"none\" stroke=\"url(#gEval)\" stroke-width=\"20\"\n              stroke-linecap=\"butt\" transform=\"rotate(-90)\"\n              stroke-dasharray=\"43.98 395.84\" stroke-dashoffset=\"-395.84\"\/>\n    <\/g>\n\n    <!-- Etiquetas centradas -->\n    <g font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\" text-anchor=\"middle\">\n      <text x=\"120\" y=\"120\" font-size=\"22\" fill=\"#111\" font-weight=\"700\">30\/60\/10<\/text>\n      <text x=\"120\" y=\"210\" font-size=\"12\" fill=\"#6E6E6E\">Creativity \u00b7 Dissemination \u00b7 Evaluation<\/text>\n    <\/g>\n\n    <!-- Leyenda y notas -->\n    <g font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\">\n      <rect x=\"240\" y=\"30\" width=\"16\" height=\"16\" rx=\"4\" fill=\"url(#gCreat)\"\/>\n      <text x=\"264\" y=\"42\" font-size=\"14\" fill=\"#111\"><tspan font-weight=\"700\">30% Creativity<\/tspan>: clear messages, formats and narrative consistency.<\/text>\n\n      <rect x=\"240\" y=\"66\" width=\"16\" height=\"16\" rx=\"4\" fill=\"url(#gDiff)\"\/>\n      <text x=\"264\" y=\"78\" font-size=\"14\" fill=\"#111\"><tspan font-weight=\"700\">60% Diffusion<\/tspan>: segmented paid, coverage and frequency; local partnerships.<\/text>\n\n      <rect x=\"240\" y=\"102\" width=\"16\" height=\"16\" rx=\"4\" fill=\"url(#gEval)\"\/>\n      <text x=\"264\" y=\"114\" font-size=\"14\" fill=\"#111\"><tspan font-weight=\"700\">10% Assessment<\/tspan>: baseline, short surveys, UTMs and dashboard.<\/text>\n\n      <text x=\"240\" y=\"152\" font-size=\"14\" fill=\"#3F3F3F\">\u2022 Review data every 2 weeks: <tspan font-weight=\"700\">keep \/ kill \/ iterate<\/tspan>.<\/text>\n      <text x=\"240\" y=\"174\" font-size=\"14\" fill=\"#3F3F3F\">\u2022 Adjust % by duration and complexity, maintaining the <tspan font-weight=\"700\">priority in dissemination<\/tspan>.<\/text>\n    <\/g>\n  <\/svg><br>\n  <figcaption>Recommended balance for institutional campaigns with measurable objectives.<\/figcaption>\n<\/figure><br><br>\n\n\n\n  <div class=\"rr-table-wrap\" role=\"region\" aria-label=\"Indicative budget allocation\">\n    <table class=\"rr-table\">\n      <thead>\n        <tr>\n          <th>Scenery<\/th>\n          <th>Creativity (messages\/formats)<\/th>\n          <th>Distribution (paid + partners)<\/th>\n          <th>Evaluation (surveys\/analytics)<\/th>\n          <th>Example of expected scope*<\/th>\n        <\/tr>\n      <\/thead>\n      <tbody>\n        <tr>\n          <td>Lite (\u2248 \u20ac25K)<\/td>\n          <td>35% (\u20ac8.75K)<\/td>\n          <td>55% (\u20ac13.75K)<\/td>\n          <td>10% (\u20ac2.5K)<\/td>\n          <td>Local awareness + 1\u20132 active segments<\/td>\n        <\/tr>\n        <tr>\n          <td>Standard (\u2248 \u20ac60K)<\/td>\n          <td>30% (\u20ac18K)<\/td>\n          <td>60% (\u20ac36K)<\/td>\n          <td>10% (\u20ac6K)<\/td>\n          <td>3\u20134 segments with optimal frequency<\/td>\n        <\/tr>\n        <tr>\n          <td>Expanded (\u2248 \u20ac120K)<\/td>\n          <td>30% (\u20ac36K)<\/td>\n          <td>60% (\u20ac72K)<\/td>\n          <td>10% (\u20ac12K)<\/td>\n          <td>Full multichannel + continuous optimization<\/td>\n        <\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div>\n  <p class=\"rr-muted\" style=\"font-size:14px;margin-top:-8px\">* Illustrative; actual reach depends on segmentation, creatives, local CPMs, and duration.<\/p><br>\n\n  <!-- Multicanal m\u00ednimo viable -->\n  <div class=\"rr-grid cols-3\">\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Own channels<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>Website\/microsite with FAQs and project map<\/li>\n        <li>Email\/SMS to consented databases<\/li>\n        <li>Social media with editorial calendar<\/li>\n      <\/ul>\n    <\/div>\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Paid indispensable<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>Targeted social ads<br> (incl. TikTok for young people)<\/li>\n        <li>Search\/<br>Display <br>locals<br> (intention\/<br>scope)<\/li>\n        <li>Cabbage-<br>aborations\/<br>local media<br> (packages)<\/li>\n      <\/ul>\n    <\/div>\n    <div class=\"rr-note\">\n      <p class=\"rr-note-title\">Selective Offline<\/p>\n      <ul class=\"mb-0\" style=\"font-size:16px\">\n        <li>Street furniture in key areas<\/li>\n        <li>Flyers\/QR codes on municipal facilities<\/li>\n        <li>Partnerships with neighborhood organizations<\/li>\n      <\/ul>\n    <\/div>\n  <\/div><br>\n\n  <!-- M\u00e9tricas y seguimiento -->\n  <h3>3) Metrics that \u201cmove the needle\u201d<\/h3>\n  <div class=\"rr-kpis\">\n    <span class=\"rr-chip\">Message recall (%)<\/span>\n    <span class=\"rr-chip\">Project Understanding (%)<\/span>\n    <span class=\"rr-chip\">Registrations\/applications<\/span>\n    <span class=\"rr-chip\">Effective assistance<\/span>\n    <span class=\"rr-chip\">Participation in surveys<\/span>\n    <span class=\"rr-chip\">Citizen satisfaction<\/span>\n  <\/div>\n  <div class=\"rr-note muted\">\n    <p class=\"rr-note-title\">How to measure without friction<\/p>\n    <p class=\"mb-0\">\n      Use micro-surveys <em>in-page<\/em> And post-event, UTMs per channel, simple dashboards (Sheets\/Looker Studio), and a bi-weekly review with clear decisions (keep\/kill\/iterate). Without data, there is no optimization.\n    <\/p>\n  <\/div><br>\n\n  <!-- Puente a servicios R&R -->\n  <h3>4) How we at Rumbo &amp; Resultados can help you<\/h3>\n  <p>\n    If you&#039;ve seen yourself in this situation, we can help you move from publishing without a plan to strategic communication that delivers results. Integrating <strong>Advanced digitization<\/strong> (automation, workflows, measurement) and <strong>Institutional communication strategy<\/strong> (objectives, segmentation, media mix and evaluation), we leave the campaign <em>ready to operate<\/em>.\n  <\/p><br>\n\n  <div class=\"center\">\n    <a href=\"https:\/\/rumboyresultados.com\/gb\/en\/comunicacion-estrategica\/\" class=\"rr-cta\">Explore Institutional Communication Strategy<\/a>\n<div style=\"height:20px\"><\/div>\n\n\n    <a href=\"https:\/\/rumboyresultados.com\/gb\/en\/estrategia-digital-avanzada\/\" class=\"rr-cta secondary\">View Advanced Digitization<\/a>\n  <\/div><br>\n\n  <div class=\"rr-note\" style=\"margin-top:var(--s-xl)\">\n    <p class=\"rr-note-title\">Starter template (free)<\/p>\n    <p class=\"mb-0\">\n      Want to get started today? We&#039;re sharing our minimum viable campaign checklist (SMART goals, segments, calendar, and metrics matrix) so you can get organized even if your budget is limited.\n    <\/p>\n  <\/div>\n<\/section>\n\n<div style=\"height:40px\"><\/div>\n<hr>\n<div style=\"height:20px\"><\/div>\n\n\n<!-- ===== Bloque 7: Conclusi\u00f3n + CTA ===== -->\n<section id=\"conclusion\" class=\"rr-anchor\">\n  <h2 class=\"rr-underline\">6. Conclusion<\/h2><br>\n\n  <p>\n    This case demonstrates that digitization understood as \u201cposting on social media\u201d is not enough. Effective institutional communication in 2025 is <strong>strategic, measurable and multichannel<\/strong>: defines objectives linked to results, segments audiences, balances <em>creativity\u2013dissemination\u2013evaluation<\/em> and learn from the data.\n  <\/p><br>\n\n  <ul class=\"rr-check\">\n    <li><strong>Switch from outputs to outcomes:<\/strong> from impressions to understanding, participation, and actions.<\/li>\n    <li><strong>Plan by audience:<\/strong> Different messages and materials for young people, families, and seniors.<\/li>\n    <li><strong>Activate paid media:<\/strong> Organic alone does not achieve sufficient coverage or frequency.<\/li>\n    <li><strong>Book a realistic budget:<\/strong> 1.5\u20133 % of the project for the campaign (excluding face-to-face events).<\/li>\n    <li><strong>Measure and optimize:<\/strong> baseline, A\/B testing, and bi-weekly review with improvement decisions.<\/li>\n  <\/ul><br>\n\n<!-- Visual de cierre \u00b7 Conclusi\u00f3n -->\n<figure class=\"rr-fig\" role=\"img\" aria-label=\"Closing: strategic communication with citizens, data, and balanced dissemination\">\n  <svg viewbox=\"0 0 1120 280\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"100%\" height=\"auto\" preserveaspectratio=\"xMidYMid meet\" aria-hidden=\"false\">\n    <defs>\n      <lineargradient id=\"cBG\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#EAF4F0\"\/>\n        <stop offset=\"100%\" stop-color=\"#F8FBF9\"\/>\n      <\/lineargradient>\n      <lineargradient id=\"ok\" x1=\"0\" y1=\"0\" x2=\"1\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#1B7A5B\"\/>\n        <stop offset=\"100%\" stop-color=\"#176A4F\"\/>\n      <\/lineargradient>\n      <lineargradient id=\"bar2\" x1=\"0\" y1=\"0\" x2=\"0\" y2=\"1\">\n        <stop offset=\"0%\" stop-color=\"#34A67B\"\/>\n        <stop offset=\"100%\" stop-color=\"#CFE8DE\"\/>\n      <\/lineargradient>\n    <\/defs>\n\n    <rect x=\"0\" y=\"0\" width=\"1120\" height=\"280\" rx=\"12\" fill=\"url(#cBG)\" stroke=\"#E6E6E6\"\/>\n\n    <!-- Ciudadan\u00eda (tres personas con check) -->\n    <g transform=\"translate(80,70)\" fill=\"#2E5F4F\">\n      <circle cx=\"20\" cy=\"34\" r=\"14\"\/><rect x=\"8\" y=\"52\" width=\"24\" height=\"44\" rx=\"6\"\/>\n      <circle cx=\"90\" cy=\"34\" r=\"14\"\/><rect x=\"78\" y=\"52\" width=\"24\" height=\"44\" rx=\"6\"\/>\n      <circle cx=\"160\" cy=\"34\" r=\"14\"\/><rect x=\"148\" y=\"52\" width=\"24\" height=\"44\" rx=\"6\"\/>\n    <\/g>\n    <g transform=\"translate(260,84)\">\n      <rect x=\"0\" y=\"0\" width=\"180\" height=\"40\" rx=\"20\" fill=\"#FFFFFF\" stroke=\"#DDEBE6\"\/>\n      <path d=\"M20 20 l8 8 16 -16\" stroke=\"url(#ok)\" stroke-width=\"4\" fill=\"none\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n      <text x=\"50\" y=\"26\" font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#111\" font-weight=\"600\">Informed Citizenship<\/text>\n    <\/g>\n\n    <!-- Datos (tarjeta con barras) -->\n    <g transform=\"translate(470,54)\">\n      <rect x=\"0\" y=\"0\" width=\"240\" height=\"120\" rx=\"12\" fill=\"#FFFFFF\" stroke=\"#E6E6E6\"\/>\n      <rect x=\"16\" y=\"16\" width=\"74\" height=\"8\" rx=\"4\" fill=\"#E7F2EE\"\/>\n      <line x1=\"16\" y1=\"96\" x2=\"224\" y2=\"96\" stroke=\"#EDEDED\"\/>\n      <rect x=\"40\"  y=\"68\" width=\"18\" height=\"28\" fill=\"url(#bar2)\"\/>\n      <rect x=\"74\"  y=\"58\" width=\"18\" height=\"38\" fill=\"url(#bar2)\"\/>\n      <rect x=\"108\" y=\"46\" width=\"18\" height=\"50\" fill=\"url(#bar2)\"\/>\n      <rect x=\"142\" y=\"32\" width=\"18\" height=\"64\" fill=\"url(#bar2)\"\/>\n      <g transform=\"translate(156,12)\">\n        <rect x=\"0\" y=\"0\" rx=\"8\" width=\"72\" height=\"22\" fill=\"#FFFFFF\" stroke=\"#D6E7E1\"\/>\n        <circle cx=\"12\" cy=\"11\" r=\"5\" fill=\"#34A67B\"\/>\n        <rect x=\"22\" y=\"6\" width=\"44\" height=\"10\" rx=\"5\" fill=\"#C7DCD3\"\/>\n      <\/g>\n    <\/g>\n\n    <!-- Difusi\u00f3n (meg\u00e1fono hacia mapa\/parque) -->\n    <g transform=\"translate(760,150)\">\n      <path d=\"M0 10 L70 -12 L70 36 L0 10 Z\" fill=\"url(#ok)\"\/>\n      <rect x=\"-14\" y=\"2\" width=\"14\" height=\"38\" rx=\"6\" fill=\"#2E5F4F\"\/>\n      <g stroke=\"#34A67B\" stroke-width=\"3\" fill=\"none\" opacity=\"0.9\">\n        <path d=\"M82 0 q28 -10 56 0\"\/>\n        <path d=\"M82 10 q36 -14 72 0\"\/>\n        <path d=\"M82 20 q46 -18 92 0\"\/>\n      <\/g>\n    <\/g>\n    <g transform=\"translate(850,70)\">\n      <ellipse cx=\"90\" cy=\"110\" rx=\"58\" ry=\"18\" fill=\"#DCEDE7\"\/>\n      <path d=\"M40 70 C20 50, 72 40, 62 24 C84 26, 98 12, 112 24 C130 14, 150 32, 140 46 C160 48, 160 70, 140 76 Z\" fill=\"url(#ok)\"\/>\n      <rect x=\"84\" y=\"76\" width=\"8\" height=\"28\" rx=\"3\" fill=\"#2E5F4F\"\/>\n    <\/g>\n\n    <!-- Titulares de cierre -->\n    <g font-family=\"Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif\">\n      <text x=\"80\" y=\"226\" font-size=\"18\" fill=\"#111\" font-weight=\"700\">Strategic communication = informed citizens + guiding data + outreach that reaches<\/text>\n      <text x=\"80\" y=\"250\" font-size=\"14\" fill=\"#3F3F3F\">Plan, measure, optimize and balance creativity-dissemination-evaluation to generate real public impact.<\/text>\n    <\/g>\n  <\/svg>\n  <figcaption>Closing the loop: informing, measuring, and reaching those who matter, with consistency and results.<\/figcaption>\n<\/figure><br>\n\n  <div class=\"rr-note\">\n    <p class=\"rr-note-title\">Final key idea<\/p>\n    <p class=\"mb-0\">\n      Communication is not an aesthetic addition: it is a <strong>public impact lever<\/strong>. When it comes to transformative projects, citizens deserve clear information, opportunities for participation, and visible results.\n    <\/p>\n  <\/div><br>\n<\/section>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-167e5c49 elemento-ancla e-flex e-con-boxed e-con e-parent\" data-id=\"167e5c49\" data-element_type=\"container\" id=\"bloque10\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-38c1a830 elementor-widget elementor-widget-text-editor\" data-id=\"38c1a830\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>\ud83d\udc49 If you manage public projects or run an SME and have seen yourself reflected in this, we can help you move forward <strong>From superficial digitization to communication with measurable objectives, segmentation, and results.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-19ed18d e-grid e-con-full e-con e-child\" data-id=\"19ed18d\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7e85ba05 elementor-widget elementor-widget-button\" data-id=\"7e85ba05\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/rumboyresultados.com\/gb\/en\/ponte-en-contacto\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">I want to take the first step<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df16ac2 elementor-widget__width-initial elementor-widget elementor-widget-button\" data-id=\"df16ac2\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download the article in PDF format<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fcf872f e-flex e-con-boxed e-con e-parent\" data-id=\"fcf872f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-98e0f30 e-con-full e-flex e-con e-child\" data-id=\"98e0f30\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7056fc2 elementor-widget elementor-widget-heading\" data-id=\"7056fc2\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Would you like us to notify you when we publish new content?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-efa2c00 elementor-widget elementor-widget-text-editor\" data-id=\"efa2c00\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>We value your time. 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class=\"htmega-single-post-slide htmega-postslider-layout-5\" >\n                                <div class=\"thumb\">\n                                    <a href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-modelos-operativos-del-verde\/\"><img decoding=\"async\" width=\"1536\" height=\"1024\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Modelos operativos del verde\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente.png 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente-300x200.png 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente-1024x683.png 1024w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente-768x512.png 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/a>\n                                <\/div>\n                                            <div class=\"content\">\n                <div class=\"post-inner\">\n                                                    <ul class=\"post-category\">\n                                                                                <li><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/category\/instituciones-recursos\/instituciones-checklists\/\" class=\"category instituciones-checklists\">Institutional Checklists<\/a><\/li>\n                                                                                    <li><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/category\/checklists\/\" class=\"category checklists\">Checklists<\/a><\/li>\n                                                                        <\/ul>\n                            \n                    \n                                                <h2><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-modelos-operativos-del-verde\/\">Checklist for operational models of urban green spaces<\/a><\/h2>\n                        \n                    \n                    <p>In just a few minutes, determine if your municipality has a solid operational model for management.<\/p>\n                    \n                                            <div class=\"post-btn\">\n                            <a class=\"readmore-btn\" href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-modelos-operativos-del-verde\/\">Learn more<\/a>\n                        <\/div>\n                    \n                <\/div>\n            <\/div>\n                                    <\/div>\n\n                        \n                        \n                                                    <div class=\"htmega-single-post-slide htmega-postslider-layout-5\" >\n                                <div class=\"thumb\">\n                                    <a href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-inicial-comunicacion-ciudadana\/\"><img decoding=\"async\" width=\"1536\" height=\"1024\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-comunicacion-medio-ambiente.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Comunicaci\u00f3n ciudadana medio ambiente\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-comunicacion-medio-ambiente.png 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-comunicacion-medio-ambiente-300x200.png 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-comunicacion-medio-ambiente-1024x683.png 1024w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-comunicacion-medio-ambiente-768x512.png 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/a>\n                                <\/div>\n                                            <div class=\"content\">\n                <div class=\"post-inner\">\n                                                    <ul class=\"post-category\">\n                                                                                <li><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/category\/instituciones-recursos\/instituciones-checklists\/\" class=\"category instituciones-checklists\">Institutional Checklists<\/a><\/li>\n                                                                                    <li><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/category\/checklists\/\" class=\"category checklists\">Checklists<\/a><\/li>\n                                                                        <\/ul>\n                            \n                    \n                                                <h2><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-inicial-comunicacion-ciudadana\/\">Checklist for citizen communication in the environment<\/a><\/h2>\n                        \n                    \n                    <p>Check in minutes if your municipality effectively communicates its environmental initiatives and succeeds in engaging people<\/p>\n                    \n                                            <div class=\"post-btn\">\n                            <a class=\"readmore-btn\" href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-inicial-comunicacion-ciudadana\/\">Learn more<\/a>\n                        <\/div>\n                    \n                <\/div>\n            <\/div>\n                                    <\/div>\n\n                        \n                        \n                                                    <div class=\"htmega-single-post-slide htmega-postslider-layout-5\" >\n                                <div class=\"thumb\">\n                                    <a href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-estrategia-de-infraestructura-verde\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"1024\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-infraestructura-verde.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Checklist infraestructura verde\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-infraestructura-verde.png 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-infraestructura-verde-300x200.png 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-infraestructura-verde-1024x683.png 1024w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-infraestructura-verde-768x512.png 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/a>\n                                <\/div>\n                                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strategy<\/a><\/h2>\n                        \n                    \n                    <p>Evaluate in 2 minutes whether your municipality has the necessary foundation to advance in infrastructure<\/p>\n                    \n                                            <div class=\"post-btn\">\n                            <a class=\"readmore-btn\" href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-estrategia-de-infraestructura-verde\/\">Learn more<\/a>\n                        <\/div>\n                    \n                <\/div>\n            <\/div>\n                                    <\/div>\n\n                        \n                        \n                                                    <div class=\"htmega-single-post-slide htmega-postslider-layout-5\" >\n                                <div class=\"thumb\">\n                                    <a href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-direccion-de-proyectos-de-iv\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"1024\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Checklist direcci\u00f3n de proyectos IV\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde.png 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde-300x200.png 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde-1024x683.png 1024w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde-768x512.png 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/a>\n                                <\/div>\n                                            <div class=\"content\">\n                <div class=\"post-inner\">\n                                                    <ul class=\"post-category\">\n                                                                                <li><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/category\/instituciones-recursos\/instituciones-checklists\/\" class=\"category instituciones-checklists\">Institutional Checklists<\/a><\/li>\n                                                                                    <li><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/category\/checklists\/\" class=\"category checklists\">Checklists<\/a><\/li>\n                                                                        <\/ul>\n                            \n                    \n                                                <h2><a href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-direccion-de-proyectos-de-iv\/\">Checklist for managing green infrastructure projects<\/a><\/h2>\n                        \n                    \n                    <p>Evaluate whether your municipality has the necessary capacity to manage and coordinate infrastructure projects<\/p>\n                    \n                                            <div class=\"post-btn\">\n                            <a class=\"readmore-btn\" href=\"https:\/\/rumboyresultados.com\/gb\/en\/checklist-direccion-de-proyectos-de-iv\/\">Learn more<\/a>\n                        <\/div>\n                    \n                <\/div>\n            <\/div>\n                                    <\/div>\n\n                        \n                        \n                <\/div>\n            <\/div>\n            \n            \n\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2474d7d elementor-widget elementor-widget-button\" data-id=\"2474d7d\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/rumboyresultados.com\/gb\/en\/recursos-rumbo-y-resultados\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Explore our resources<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n    <div class=\"xs_social_share_widget xs_share_url after_content \t\tmain_content  wslu-style-1 wslu-share-box-shaped wslu-fill-colored wslu-none wslu-share-horizontal wslu-theme-font-no wslu-main_content\">\n\n\t\t\n        <ul>\n\t\t\t        <\/ul>\n    <\/div>","protected":false},"excerpt":{"rendered":"<p>Digitalization is already present in city councils and businesses, but it often remains limited to &quot;posting on Instagram.&quot; This real-life case illustrates what happens when communication is approached with models not adapted to the current reality\u2014based on data, segmentation, and evaluation\u2014and how to correct course to achieve genuine impact on 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