Case Study: Amarillo College - Building a Thought Leadership Platform & Media Relations Support



The Challenge: Position the Amarillo College president as a leader in addressing barriers to higher education and provide media relations support for key initiatives.


The Results: Working closely with Amarillo College staff, we started by building a thought leadership platform for their president as a national leader in college affordability. The platform's target audiences include funders, higher education thought leaders, and local/state officials.


Our engagement began with message and action plan development, but we quickly dove into execution. Building on momentum from a feature in The Atlantic, we secured an op-ed in the education trade publication, University Business, which was featured in their January/February 2020 digital magazine. The op-ed discussed Amarillo College's commitment to helping students overcome barriers to success. We also secured an interview with the podcast "Higher Ed Social," which features interviews with higher education professionals.


After establishing the Amarillo College president's thought leadership platform, our work grew to include media relations efforts to promote partnerships related to their new Visual Effects program. As a result, coverage about the new program was secured in trade publications ranging from Motionographer, Computer Graphics World, Advent Daily, and Animation World Network.


Earned Media:


Motionographer: Amarillo College Opens Enrollment for Innovative Visual Effects Program


"Students enrolled in the program will learn everything from how to conceptualize and execute animation from idea to final render to an overview of how to plan for VFX in other facets of filmmaking."


Computer Graphics World: Amarillo College Launches VFX Program


"Through a unique partnership with Semkhor Productions, a development and production company, courses will feature an immersive approach to VFX through access to industry experts and the opportunity to work on real-life productions."


Animation World Network: Amarillo College Begins Enrollment for Innovative New VFX Program


"Amarillo College (AC) has just announced it has opened fall semester enrollment for its newly launched VFX program, part of the college’s latest expansion to provide expert instruction in growing industries that show tremendous career potential for students."