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A Revitalized Campus

Major renovations and new brand identity bring sweeping changes to WC

March 24, 2010

Waycross College has undergone a major renovation, both internally and externally, over the last twelve months.  The new, revitalized campus – along with a new brand identity – was officially displayed to faculty, staff, students, and community members during a ribbon cutting ceremony and open house March 23 in the college’s Administrative Building.

Known as “Project J-115”, or the “Campus Revitalization Project”, the $2.3 million renovation brought sweeping changes to two campus buildings.

Two new classrooms were added to the James M. Dye Student Services Building.  To help foster better customer service between students and staff, the building’s reception area was also modified to provide more personalized attention.  The Dye Building is also the new home for the Academic Support Center (ASC) and two glass-enclosed game rooms. 

The biggest part of the renovations occurred in the Administrative Building where the popular student commons area was blended with the library to form a new “Student Learning Center”.  The commons area is surrounded by tables and chairs complete with power receptacles for laptop use as well as a coffee bar.

The library itself is enclosed with glass walls but is not separated from the rest of the commons area.  Significant changes have also been made within the library itself, including making library assistance available in one centralized area.  The height of the “stack space”, the actual housing of the library’s collection of books, was also decreased dramatically, complimenting the concept of an open atmosphere.

Dr. David Palmer, president of WC, is looking forward to seeing students enjoy the new areas in both buildings as well as showing the renovations off to alumni and others who visit the campus.

“The outdoor environment of this campus is so very attractive.  We wanted to make the interior equally appealing, and this project (has done) just that,” said Dr. Palmer.  “Those who have known and used this campus for many years will be ‘knocked over’ by the design and feel of the new environment.”

According to Dr. Neil Aspinwall, vice president of enrollment and student services, initial reaction to the renovations has been positive among current WC students.
“I have heard many students comment on the new layout of the Administrative Building.  They seem to welcome the color scheme and openness of the new space,” he said.  “This new and expanded area will give them spaces to relax and socialize, study, or just enjoy the college experience.”

During the initial stages of the “Campus Revitalization Project”, college administrators recognized the need to also capitalize on the college’s thirty-four year reputation of academic excellence.  WC contacted The Robin Shepherd Group (Shepherd) of Jacksonville, Fla. to assist the college in creating a new brand identity – complete with new logos and tagline – thereby providing WC with a look that is strong and consistent.  Having a brand identity is a vital piece of a college’s efforts to recruit students in an ever-changing marketplace.

“We are very pleased with what The Robin Shepherd Group provided for us to think about,” said Dr. Palmer.  “They probed and implored our long-range thinking, and then melded that with our history and strengths, and have given us a marketing product that represents what Waycross College is truly about – strong education, forward thinking, and attachment to our community.”

The new tagline “Where Great Futures Begin.” conveys the message that Waycross College is the best place for area residents to start a degree.  Shepherd did extensive research to determine the college’s “institutional DNA” that was the basis for the new brand.  Research indicated that Waycross College students get the preparation they need to easily transfer and succeed at four-year institutions.

“Our research findings also showed that Waycross College students get a level of attention, support and guidance from faculty that is not found elsewhere and that the college has a reputation for academic excellence in an atmosphere that is approachable and accepting,” said Carole Vanderhoef Banks, vice president of research and planning for Shepherd.  “In addition, Waycross College’s tuition and fees are lower than other state colleges and universities, another great differentiator.”
Shepherd utilized online research, interviews with college alumni, and one-on-one sessions with current and former students, teachers, and administration. 

“We learned that Waycross College is living up to its mission of providing accessible, affordable, high-quality educational opportunities for all southeast Georgians in a diverse and dynamic campus environment through a comprehensive range of programs and services,” added Banks.  “Our design reflects the college’s commitment to those principles.”

College officials echoed Banks’ and Palmer’s shared enthusiasm for the new brand and are anticipating great things from the new identity.

“I believe the new college brand shows that Waycross College is updating, upgrading, and focusing more on the higher educational needs of students in the 21st century,” said Dr. Aspinwall.  “The Waycross College campus is full of excitement and I can see much more progress and growth on the horizon.”

Harbin Farr, director of campus operations and himself a WC alumnus, sees the new identity as a big step forward for the college.

“I think the new logo says we are changing.  It portrays the look of a more refined institution and says we are branching out to bigger things,” he said.  “We are not a little college anymore.”

With the launch of intercollegiate athletics on campus, WC’s athletic department is also pleased that the Swamp Fox, the college’s mascot, has undergone a makeover of its own.  Both Bryan Hartley, athletic coordinator/head softball coach, and Cory Baldwin, head men’s basketball coach, see the mascot not only as a source of pride for the campus but also as an important tool in the recruitment of student athletes.

“We are fortunate to have a mascot that is rare and unique,” said Hartley.  “The athletes we have already recruited really like the exclusivity of our mascot and are excited about the new look of the logo.”

“I think (the new logo) will play a huge role in recruitment and promoting the college,” said Baldwin.  “Like most athletic programs, we want to represent our college to the fullest and by having a logo that becomes your identity, you can further fulfill that role.”

As part of the overall branding effort, the college has unveiled a new brochure and web site, and is currently launching a communications plan designed to help the college integrate the new brand across all communications channels, including social media outlets such as Facebook, LinkedIn, and YouTube.

The positive reactions to the renovations have reinforced the administration’s entire purpose for the “Campus Revitalization Project” – to create a more open and friendly atmosphere that current and future students, as well as alumni and community members, will use and be proud of.  And with the addition of a new brand identity, Waycross College has positioned itself to continue to honor thirty-four years of academic accomplishments and also celebrate many years of future success.

“Our new marketing approach, as well as the physical improvements on campus, are being put into place so that we may show what we are and where we’re going,” said Dr. Palmer.  “We are a very strong and viable consideration for those planning their future, and it is our privilege to be an integral part of southeast Georgia.  Come wander our campus, sit in our classrooms, attend our public events, and receive our thanks for the opportunity to serve you and your family.”   

Waycross College has been a proud member of the University System of Georgia since the College’s founding in 1976.

Contact Information:
Taylor Hereford
Director of Development and Community Services
thereford@waycross.edu