The Public Information Office at Fresno City College rolled out a new social media campaign to get up-to-date on Facebook, Twitter and Instagram.

Kathleen Bonilla, public information officer, explained the effectiveness of reaching out to students on social media compared to methods used in the past. Bonilla said her office works hard to keep up with recent media trends in order to better target their audience of potential and current students.

“It’s the first time in a number of years that we are leading the district in terms of our social media presence,” Carole Goldsmith, president of FCC, said.

Helpful features like geotags and automated video ads on predetermined websites are helping the school zero in on its targets, in ways its audience will surely see and understand.

The target audience is typically people aged 18 to 24, living in this geographical region. This group is targeted because it corresponds with pre-determined research which found that approximately 70 percent of students already attending FCC are in this age range, Bonilla explained.

Bonilla said that the public information office has used many advertising platforms in her 25 years with the college and that methods of getting the college’s specific message across have dramatically changed over the years.

Previously, FCC used their advertising platform to encourage semester enrollment, crucial need-to-know information or specific class offerings. “Last semester’s ad campaign was promoting Career Technology Education class and certificate programs offered at Fresno City College.”

In the past, the advertising platforms were a bit broader but less precise in targeting their audience because there were limited in the platforms they used.

Although those tactics still are very useful today, they are less effective as people are evolving and choosing to get their news differently.

Previously, the public information office relied on newspaper articles in the Fresno Bee, personal mailed out postcards, short radio ads and even local TV ads on local channels like ABC 30 as the only ways to get their message to the desired population. Those ways of advertising have not gone away completely, but they are definitely losing their effectiveness over time.

Now that the vast majority of people in the college’s target audience rarely look up from their phone screens, FCC is taking necessary steps to make sure their message is heard. Kathleen Bonilla said, “Facebook has been our most effective way of communicating with our new and returning students.”

It does not stop there though. The Public Information Office is hoping to increase its presence on Instagram and even Google. Due to the high volume of social media options out there, effective advertising for the college has been a constantly evolving marketing plan. FCC is taking all steps necessary to make sure it is heard.

All the latest and most important information about Fresno City College can be found a click or tap away. The social media accounts can be found simply searching for the college on your most frequently used social media application.

Bonilla said the goal of the public information office is to work hard to make sure that everyone gets the opportunity to be informed about their options for an education.