Visión ITAM 5.0 transformed a complex institutional reform into a clear and compelling narrative about the future of higher education—contributing to a 24.6% increase in new student enrollment in the first admissions cycle after its launch. In 2025, ITAM (Instituto Tecnológico Autónomo de México) introduced Visión ITAM 5.0 to communicate how the school's educational model has evolved to respond to a rapidly changing world shaped by artificial intelligence, data-driven decision-making, and global complexity. The challenge was making that transformation understandable, engaging, and relevant for multiple audiences. Rather than presenting the initiative through technical academic documents, ITAM developed a communications strategy that translated institutional change into a narrative accessible to students, faculty, alumni, and prospective students. The campaign combined a distinctive visual identity with a multiple communications channels, including a dedicated microsite, audiovisual storytelling, social media content, editorial publications, and institutional events. A flagship campaign video introduced the initiative’s central ideas, while a series of short videos, featuring academic leaders, explained the implications of the updated educational model. The campaign was activated through community experiences, including Día ITAM 2025 and the Visión ITAM 5.0 Run. Between April and December 2025, the initiative generated 547,396 social media impressions, 41,053 digital interactions, and 3,393 prospective student leads.
From the Judges
Excellent work with great results. The judges loved what they did here, and enrollment growth was exponential!
