Presented to the SPC Board of Trustees – Feb. 21, 2012 Internally, the concept is transformative. Externally, the approach is expected. What’s needed? A cohesive view of ourselves that matches how others see us and reflects what we deliver. In short, a new brand. The brand is how people perceive us and what distinguishes us from our competition. The starting point: Data collection

In 2011 and 2012, CLARUS held focus groups and surveyed thousands of students, alumni, staff, community and business members. Specific perceptions, which resonate across all groups surveyed, distinguish us from our competition: o An SPC credential is the foundation for ongoing achievement and success o An SPC education is within reach o SPC faculty are expert and caring o Student success is SPC’s top priority o SPC has the ideal mix of relevant programs o SPC’s partnerships benefit student and the community

These perceptions are our brand. In advertising, the brand is translated via a tagline. Taglines were developed and tested . . . One clearly resonated:

Those two words are very flexible . . . - Your goal within reach - Financial aid within reach - An education within reach - Locations within reach - A new career within reach - Your dreams within reach - Opportunities within reach “Within Reach” launch video to employees Radio

“Within Reach” 30-second radio ad Facebook o Each ad runs separately o Impressions pop up based on user content and on how we target

ReachLocal o Keyword search o Banners o City search

Summer 2011 (promoting Term I) Summer 2012 (promoting Term I) Radio Target ages: WFLZ- FM pop (93.3) WMTX mix (100.7) Target ages: 18-45 WLCC-AM Spanish WSJT Jazz (94.1) 25-45 WSUN-FM Alter (97.1) WSUN Alter. (97.1) WLLD-FM Rhythmic (98.7) WSPOI (101.5) TV A&E ABC Family BET BET USA TNT ESPN Bravo E! ESPN FX Target ages: A&E FOX News Lifetime Target ages: MTV Oxygen SPIKE TBS 18-45 Bay News 9 25-45 TNT TruTV BayNews9 Comedy Channel Syfy Print St. Petersburg Times Target ages: Times Target ages: Weekly Challenger 18-54 Weekly Challenger 18-54 tbt tbt tb-two* HS students tb-two* HS students Online Reach Local (pay-per click) Target ages: Reach Local (pay-per click) Target ages: 16-20 Linked In 16-20 20-25 Facebook 20-25 25-45 25-45 Billboard UPC & baccalaureate General One College General

Theater Park Place 16 Target ages: Park Place 16 Target ages: Woodlands Square 18-44 Woodlands Square 18-44

Direct mail Postcards HS students Postcards HS students Current Current students students Applicants Applicants $120,000 $120,000 $120,000 $100,000 FY 2011-12 $114,000 $114,000 $85,000 $85,000 $479,000 $105,000 $105,000

$80,000 22% $70,000 FY 2012-13 (both 21% $65,000 years) $65,000

$60,000 18% 16% $538,000 $55,000 $60,000 15% $55,000 14% 13% $45,000 12% $39,000

$40,000 10% 10% $34,000 9% 8%

6% $20,000 $10,000 $10,000

2% 1.8% $-