Changing lives through innovative opportunities and community connections.
CASE STUDY:
AMTECH CAREER ACADEMY
Jay Barrett
Principal, AmTech Career Academy
Vice Chairman, Board of Regents, Amarillo College
Amanda and her team were a part of the genesis of AmTech Career Academy before we even knew what we would call our nationally-recognized CTE campus. Her help in naming AmTech and marketing our campus helped us grow in ways we are still experiencing. Amanda and her team will always, always be a part of the story of AmTech.
THE OPPORTUNITY
Less than a year away from opening a new high school during the height of the pandemic, Amarillo Independent School District (AMAISD) was in need of a strategic communications partner to lead a naming, branding, marketing, and public awareness campaign to increase enrollment and pique community interest.
AMAISD wanted to ensure the new campus had students to fill the seats when it opened in the fall of 2021 and local organizations lined up to partner with the unnamed school.
Our team stepped up to the plate and completed the entire campaign in three months.
04.
STRATEGIC COMMUNICATIONS
We developed a strategic communications plan that included public relations, organic social media, marketing, and corporate partnership strategies. We also included all photos, edited videos, and design templates (with instructions for use) so the internal team could continue the campaign after we wrapped up.
03.
DESIGN CREATION
From our research phase, we had a winning name. Shifting to design, internal stakeholders sought the prestige of an "academy" while external stakeholders were eager to see inside the unfinished campus. We developed a crest along with visual storytelling elements.
02.
PHOTOGRAPHY/ VIDEOGRAPHY
During our onsite research, we decided to focus on individual photos rather than group shots due to COVID restrictions.
For videography, we shot all footage in one afternoon in an isolated classroom, following COVID protocols.
01.
RESEARCH
We conducted onsite interviews with more than 50 stakeholders.
We also developed, deployed, and analyzed brand insight surveys (students, staff, families and the community).
OUR APPROACH
TECH & LEARNING Most Innovative Learning Space AWARD
EXTENSIVE MEDIA COVERAGE
Local and national press
Local television
National magazine
National podcasts
3x NSPRA
HONORABLE MENTIONS
NEW DIGITAL + PRINT MARKETING MATERIALS
Viewbook
Campaign booklet
Social media templates
Social media videos
NSPRA Award of excellence
NEW BRAND IDENTITY
Logo
Brand style guide including colors and fonts
Letterhead
Business cards
Email signature
THE TRANSFORMATION
THE RESULTS
1,800 students enrolled when AmTech opened its doors in August 2021
Tech & Learning Magazine's Most Innovative Learning Space Award
2,500 students enrolled in the 2023-24 school year
15 media placements secured
4 National Schools Public Relations Association (NSPRA) awards
