Gestão da informação e ações de marketing como estratégias para otimizar as atividades da Coordenação Geral de Protocolo e Arquivo do Instituto Federal de Sergipe

Abstract

The present research is about the application of strategies and products of marketing in archive management, whose focus is on the Federal Institute of Sergipe (IFS). Integrating marketing approaches into management enables to increase the visibility of products and services, even in non-profit organizations like the IFS. The objective of this study is to improve internal and external operations when uses marketing as a promotional communication tool to the services and products offered by the General Coordination of Protocol and Archive (CGPA) of the IFS, aiming to establish stronger connections with users/ clients. For that, it is adopted a qualitative approach with exploratory and descriptive focus and it is used a case study as method. The methodological procedures include document research, analysis of annual reports of the general coordination and a semi-structured interview wiht the general coordinator. The data analysis revealed that the CGPA has adopted some practices considered as marketing strategies. The effective application of these techniques propitiates a competitive advantage by means of the use of dispositive which contributes for the divulgation of archival products and services, increasing the recognition of archive and influencing public decisions. As a result of the study, it was created an “institutional video” to amplify the visibility of the CGPA, highlighting its activities and promoting its actions. Besides being a powerful tool of audiovisual communication, the video is aimed to improve the access to information about the general coordination, strengthening relationships with its clients, who are the focus of the present study. It is hoped that this initiative inspire the CGPA in order to diversify its activities instead of concentrating most of its strategies in the Memorial. It is also hoped that other institutions consider similar approaches to develop new strategies and to build fidelity relationships with their clients that are the focus of the present study.