Technological advances have brought about a series of changes that are reflected in different social dynamics. Previously, brands, organizations and institutions related to their audiences through the classic communication model, where a sender sent a message to a receiver, but he did not have the possibility to respond or give his opinion. This type of communication is known as 1.0. With the passage of time and with the arrival of the well-known Web 2.0, the user changed and became an individual who seeks to participate, create their own content, interact and share information. These transformations are complemented by the arrival of social networks and mobile applications, resulting in a new communication model called 2.0. This type of communication can be clearly applied to events and for this we talk about the concept of 2.0 events. Within this context, the present work is based on Expojaveriana, the most significant institutional promotion event of the Pontificia Universidad Javeriana. As a first step, a communication diagnosis was carried out where it was shown that Expojaveriana is not classified as a 2.0 event and that its image in front of its target audience is not adequate. For this reason, a strategic communication 2.0 plan was developed in order to strengthen and position the image of the event. For this, tactics and actions were proposed both online and offline that seek to improve the relationship of the event with its target audience, generating value against other events in the category. Finally, indicators of success were raised for each of the actions and tactics and a website and a demo of a mobile application were developed.