A M A R I L L O  C O L L E G E ' S 
2 0 1 8 - 2 0 1 9 
S O C I A L  M E D I A  C O N T E N T

We used social media as the primary means of communicating our messages digitally. In addition to more traditional posts on Facebook, Instagram, Twitter, LinkedIn and YouTube, we also made liberal and consistent use of avenues like Instagram/Facebook stories, event filters, live video, and Snapchat geofilters. Creative paid advertising strategies were also employed on social media. Leveraging our access to student information, we crafted timely paid ads that were more personalized and relevant to the individual, their interests, and their specific situation. In all aspects of our social media presence, we continued our conscious shift toward quality over quantity and rejected the common long standing practice of valuing volume output and "reach" over genuine engagement. 
O R I G I N A L  C O N T E N T 
A S P I R A T I O N A L  +  R E L A T A B L E   M E S S A G E S 
A Letter to My Graduate
A Letter to My Graduate
Thank you for being our student
Thank You for Being Our Student
Success is forging the future
Success is: Forging the Future
A C C E S S I B L E  +  E N G A G I N G   C A M P U S
90th anniversary
Celebrating 90 Years of Success
Why are you here?
Why Are You Here?
AC Library
Library = More Than Just Books
Q U A L I T Y  +  A P P R O A C H A B L E   F A C U L T Y
D I S A P P E A R I N G  C O N T E N T
New Student Orientation Leaders
New Student Orientation Leaders
Thrive Scholarship
Thrive Scholarship
Graduation - Spring 2019
Graduation - Spring 2019
C H A L L E N G E S
Amarillo College is a minority majority community college with a higher than average student age, lower than average student income level, and 70% first-generation college students. As such, our institution has struggled to convey the accessibility and affordability of Amarillo College, while also demonstrating the excellence of our academic programs and faculty. To overcome this challenge, we needed to create content that felt aspirational yet relatable, academic yet unpretentious, elevated yet approachable, and inspiring yet empathetic. 

G O A L
The goal of our 2018-2019 digital marketing campaign sought to address the challenges of our institution by fostering a feeling of connection with the institution and promoting the benefits of learning from our high quality faculty. To do this, we had to create an online presence that is encouraging, inviting, and engaging while addressing the barriers to our students' success and connecting them to resources and opportunities. 

T A R G E T  A U D I E N C E
At Amarillo College, we have created a hypothetical amalgamation of our student demographic averages which we refer to as "Maria". Maria is a 28 year old female first generation college student with ≈2 children who attends part time. In addition to prospective students similar to Maria, we also sought to reach a younger generation of future college students and their parents.  
This younger audience has recently become more important than ever due to a groundbreaking new local scholarship program offered through a collaboration between AC and several other local organizations which offers all new graduating seniors from Amarillo Independent School District the opportunity to take 60-hours of course work at AC without paying a penny toward tuition, books, or fees regardless of family income. Since many of these students come from higher income-earning families with more of an ability to afford tuition at a 4-year institution (without a scholarship) than our average student, the perception of quality and academic rigor are particularly important in encouraging these students to attend AC. 

R E S O U R C E S 
The vast majority of all of our digital content – including blog posts, video production/editing, graphics, animations, and photography – is created by a small in-house team of two designers, a writer, and a part-time content producer which is then published and analyzed by our digital communications coordinator. The small size of our team, however, gives us the ability to communicate our message efficiently without losing focus on our objectives.  
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A B O U T  U S
Amarillo College is a vibrant, comprehensive community college profoundly focused on helping lead our students to success.


AC features a compelling blend of quality and affordability, typically enrolling approximately 10,000 students in academic classes at six campuses within in three counties – at approximately one-third that of the cost of a public university in Texas.

Additionally, more than 20,000 area residents regularly take advantage of AC’s plentiful assortment of professional development and personal enrichment courses under the umbrella of Continuing Education.

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