The following project is based on the elaboration of a communication proposal to consolidate the image and identity of Campo Ferial 3 de Julio with the Technical, Commercial and Cultural Exhibition Fair of Oruro (EXPOTECO). A diagnosis was made based on three aspects: institutional, the environment and the beneficiary public, which gave a clear picture of the situation of both the institution and the fair. In the same way, it was possible to identify the Strengths, Opportunities, Weaknesses and Threats that the institution has in order to develop communication strategies embodied in the proposal with the purpose of being able to solve the problems found through the diagnosis. In this sense, the proposal was elaborated with objectives, actions, activities, resources, products according to a chronogram and budget. The main data collection techniques used in this project are: semi-structured interviews, surveys and document review.