Final Presentation

1. EXPANDING GENERAL EDUCATION
ENROLLMENT THROUGH REBRANDING
THE CAMPUS NAME AND PROGRAMS
BY DWAYNE B. WILLIAMS
DECEMBER 8, 2015
St. Petersburg College
Allstate Campus

2. OVERVIEW
•Introduction
•Marketing Opportunity
•Current Situation
•Audience Needs and Analysis
•Strategic Option
•Benefits and Risk of Strategic Option
•Final Recommendation/Action Plan
•Conclusion
•Reference(s)

3. INTRODUCTION
Since 1988 when the St. Petersburg
Allstate Campus opened students
who were part of either the Law
Enforcement Academy, Fire Science
Academy, Criminal Justice Program,
Corrections Academy or the Crime
Scene Technology program were not
able to take General Education
courses that could lead to an
Associates of Arts Degree. Over the
years a growing reliance on these
programs have lead to a steady
decline in enrollment.
*Photo provided by
www.spcollege.edu/publicsafety

4. MARKETING OPPORTUNITY
There are 7,000 traditional and non
traditional college age students within
a 3-5 mile driving radius of the
Allstate Campus.
Over 3,500 current St. Petersburg
College students attending the
Downtown and Midtown Campuses
live within 1-3 miles of the Allstate
campus.
Invites a positive community
interaction with the college.
SPC Allstate is in the heart of the
Skyway Marina District Billion Dollar
revitalization zone.
*Photo provided by www.Pinellas.gov
*Data from www.uscensus.gov


5. AUDIENCE NEEDS AND
ANALYSIS/ALTERNATIVE
•Increased foot traffic onto the
campus.
•Increase campus awareness and
visibility
•Students want to feel welcomed
at Allstate Campus.
•Students and Staff want to new
and existing programs that are
within the neighborhood.
•Alternative is to do nothing and
maintain the status quo.
•*Photo provided by
www.spcollege.edu/pictures
“I want to feel welcomed at the
Allstate Campus as a student”

6. STRATEGIC OPTION
•Begin to open and offer more
general education courses
•Market the colleges workforce
institute programs to the local
business community
•Rebrand the campus by changing
the name to Skyway Marina
• *Photo provided by
www.spcolleg.edu/pictures

7. BENEFITS AND RISK OF STRATEGIC
OPTION
Benefits
Increased Student Enrollment
Allstate Campus Change of Identity
Cultivation of Student Pride
Instant Credibility based on
Geographical location
Increased Awareness of SPC in the
Business Community
Provides a More Welcoming Feel to
Students
Positive Image in the Local
Residential Community
Risk
Cost of Hiring Additional Staff
Allstate Campus Loss of Identity
How to Market the Sudden
Change in Profile
Increased Need of a More Robust
Marketing Budget

8. ACTION PLAN
•Bring workforce institute courses to
Allstate.
•Change brand from Allstate to
Skyway Marina campus to fit
neighboring area.
•Increase the number of Remedial
and Beginning level courses.
•Market to local business in the area
for skills level needed courses.
•Form an alliance with Jabil Circuit
and Ceridian Corporation.
•Conduct year long marketing
campaign for high school and non
traditional age students.
•* Photo provided by
www.spcollege.edu/pictures
“It’s never too late to return back to
school. Rather you’re 17 or 76 you
will fit in at SPC.

9. CONCLUSION
St. Petersburg College has a
wonderful opportunity to enhance
it’s image within the South St.
Petersburg community by expanding
their marketing base and class
offerings to include general
education courses, workforce
institute programs for those within
the community in need of career
skill enhancement, increase foot
traffic with remedial courses, re-
branding of the Allstate name to
Skyway Marina. In the mean time a
more robust marketing program
within the community would be a
huge plus for increased enrollment.
*Photo provided by
www.googleimages.com

10. REFERENCES
www.googleimages.com
www.pinellascounty.gov
www.spcollege.edu/pictures
www.spcollege.edu/publicsafety
www.uscensus.gov