Plan estratégico publicitario digital para fortalecer el sentido de pertenencia de la comunidad universitaria de la Universidad Técnica de Ambato

Abstract

This integrative project addresses institutional digital communication as a strategic resource to strengthen the sense of belonging within the university community of Universidad Técnica de Ambato. The research responds to the need to move beyond a predominantly informative and operational communication model, directing it toward content that is closer, more participatory, and more representative of university life. The study was developed through a mixed-method approach, with a non-experimental, cross-sectional design and a descriptive and proposal-oriented scope. Surveys were applied to 375 students, and interviews were conducted with faculty members, administrative staff, institutional collaborators, and professionals in communication and graphic design. Institutional document analysis, social media content analysis, and a SWOT diagnosis were also carried out. The findings showed that UTA has an active digital presence and a favorable institutional image; however, it needs to strengthen interaction, student listening, platform-specific message differentiation, institutional narrative, and visual coherence. In response, a digital advertising strategic plan was designed under the concept “Vivir la UTA”. The plan includes objectives, audiences, communication tone, visual guidelines, content architecture, strategies for Facebook, Instagram, and TikTok, planning matrices, graphic and audiovisual products, schedule, budget, evaluation indicators, and expert validation. During the process, a selection of pieces was reviewed, authorized, and published through the institution’s official channels, constituting a partial application of the proposed criteria. This application evidenced technical and operational feasibility, without representing the full execution of the plan or a subsequent measurement of its impact on the sense of belonging. Its contribution links graphic design and belonging.