Texas GEAR UP

Strategy Development, Branding, Integrated Marketing,
Video Production, Content Creation, Materials Creation,
Consumer Insight Research, Social Media, Graphic Design

Since 2001, Alchemy at AMS has been helping empower kids to dream big as the creative partner for the Texas Education Agency’s Texas GEAR UP program, a federal initiative to shift the perception of education by increasing college and career readiness for underserved students in grades 7–12. The endeavor also targets educators, parents and community members statewide to help build a complete college-going culture—and motivate all Texas students to aspire to and succeed in postsecondary education (and way beyond).

In recent years, our Texas GEAR UP creative team has produced over 200 videos (documentary-style and scripted alike) and developed a resource-rich website that includes a “Discover You” quiz that enables students to let their skills and interests guide them to potentially perfect career matches, as well as a browsable career database that allows teens to explore 500 different jobs. We’ve also crafted countless outreach kits, classroom activities and lesson plans, downloadable guides and games—all while maintaining a very active presence on social media for the campaign.

Through our statewide awareness and training outreach efforts, the Texas GEAR UP website has received nearly 3.5 million impressions. To date, 62% of school districts in the state have accessed the campaign resources, far surpassing the program’s goal of 40%.