The Houston Chapter of the American Marketing Association awarded Lone Star College with two Crystal Awards for excellence in marketing and communications.

The Crystal Awards recognize Houston’s best marketing work among organizations, businesses and advertising agencies. LSC received Crystal Awards for: marketing campaign, business to consumer in-house; and best marketing campaign, nonprofit in-house.

“The overall goal of the campaign was to inform students about the many advantages of enrolling in LSC-Online classes,” said Amos McDonald, LSC vice chancellor, External Affairs. “We have a very talented team of individuals who were able to take an idea and execute marketing campaigns that truly resonated with the target audience.”

The AMA 2017 Crystal Awards ceremony took place May 11 at the Bayou City Event Center.

Entries were judged on the overall piece, goals and results. The judges evaluated more than 330 entries representing over 120 Houston companies in 97 categories. Each entry is judged twice by two people.

The challenge LSC faced was developing a communications plan that targeted 25-45 year olds seeking an online degree. The campaign focused on generating awareness and creating excitement that would drive action. The messaging was aligned over a series of platforms that included Google Adwords, social media, video and internal communications channels.

The overall goal of adding 800 new LSC-Online students was achieved with 860 students registering that were directly attributable to the campaign.

“This award represents the best of the best,” said McDonald. “Lone Star College was up against many prestigious organizations in both categories, so it was especially rewarding to receive this acknowledgement.”

In addition, Lone Star College was a finalist in the marketing campaign: non-profit: in-house; magazine campaign; company or organization brochure; marketing campaign: small budget; and video on external site categories.

A portion of the proceeds from the Crystal Awards goes to AMA Houston Gives Back, the chapter’s philanthropic arm that provides grants for qualified marketing-related endeavors of local nonprofit organizations, helping them to better serve their communities.

Lone Star College offers high-quality, low-cost academic transfer and career training education to 95,000 students each semester. LSC is training tomorrow’s workforce today and redefining the community college experience to support student success. Stephen C. Head, Ph.D., serves as chancellor of LSC, the largest institution of higher education in the Houston area with an annual economic impact of $3.1 billion. LSC consists of six colleges, eight centers, two university centers, Lone Star Corporate College and LSC-Online. To learn more, visit

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