Plano de comunicação: Well Club

Abstract

The healthy food market and the wellness movement have shown significant growth in Brazil, driven by the demand for solutions that combine convenience, nutritional quality, and practicality in urban life. In this favorable and highly competitive scenario, this Final Course Project presents a strategic communication plan for Well Club, a foodtech company based in Goiânia specializing in the production and delivery of fresh and balanced meals under a monthly subscription model. The central objective of the study is to structure strategic guidelines capable of consolidating the brand's digital presence, strengthening its positioning focused on well-being, and expanding its customer base. Based on this scope, the briefing is based on the model adapted from Sampaio (2003), followed by an internal and external environmental analysis (SWOT Matrix). These steps contribute to consolidating the company's communication diagnosis. Thus, the proposed communication plan focuses on expanding the brand's reach through institutional and educational content, emphasizing differentiators such as the freshness of the meals and the practicality of the service. It is concluded that the proposed plan provides the necessary foundation for the sustainable expansion of the foodtech company by mitigating its operational weaknesses and enhancing its competitive advantage. Keywords: communication