Campaña digital para posicionar la Universidad del Azuay con base en su simbología

Abstract

Abstract: The city of Cuenca-Ecuador, currently has a great acceptance among high school students and their families, which is why it is an opportunity for the University of Azuay with 55 years of institutional life, to integrate new identifiers in its institutional dissemination. This is how, in relation to its history and what it brings with it meanings, it is proposed to carry out a digital campaign to position the University based on its symbology, a proposal that has theoretical and investigative support. Therefore, in order to conceptualize the digital campaign "We grow in community", a research was carried out that has a mixed approach, as well as an audit both in social networks and SEO of the website. Finally, for its evaluation, the work is complemented with the "Communication Management Bridge" Model that evaluates the strategic, tactical and operational phase of the campaign.