Building the University of Pittsburgh’s First, Community-Minded Continuing Education Department
The University of Pittsburgh saw an untapped opportunity to meet the city’s growing need for non-credit education as Pittsburgh’s young population expanded and tech companies like Google established a local presence. With The Spur Group’s support, Pitt developed a comprehensive plan to create its first centralized Continuing Education department, guided by research on program demand and local market gaps. Early wins included a new website, tailored marketing strategies, and nine ready-to-launch programs, including a key tech partnership. The project generated excitement across the university, setting Pitt up to address the region’s educational needs and support its evolving workforce.
🔍 The Opportunity
Pittsburgh, Pennsylvania, is a dynamic urban area, yet it has seen a surprising lack of continuing education offerings despite being home to several higher education institutions. Historically, Pitt’s leadership had been conservative about expanding into non-credit education programs. However, Dr. Antonio Quarterman, Director of the McCarl Center for Non-traditional Student Success, recognized an opportunity. The city was experiencing growth in its young adult population, especially with major companies like Google establishing a presence in downtown Pittsburgh. Dr. Quarterman saw this as the ideal time to develop a centralized Continuing Education unit that could address the needs of the evolving city.
"The Spur Group provided a vision and focus to Continuing Education and how it will impact a large community with research and true understanding of local need. Their data-backed work and strategic plan for Continuing Education at Pitt made it easy for us to partner with them and begin the work immediately. Within a week of starting the project, we were already seeing positive results and our presence being felt in the community."
💡 The Solution
Pitt entrusted The Spur Group with the monumental task of building their Continuing Education department from the ground up. With limited on-the-ground resources but strong support from university leadership, a strategic plan was developed based on extensive feasibility research.
The research revealed three key program areas with high potential for success, as well as a significant demand from the local community for non-credit education. Additionally, the analysis highlighted the lack of competition from other institutions, positioning Pitt to fill a vital gap in the region.
Based on this research, a strategic plan was developed to outline a future organizational model, programming initiatives, and a marketing strategy. This plan detailed Pitt’s roadmap for one year, three years, and five years into the future, ensuring both immediate and long-term success. Once approved by the administration, development work began. A unique component of the project was the continuous training we provided to Dr. Quarterman and his team, equipping them to successfully launch and manage the new department.
📈 The Outcome
Within weeks, The Spur Group’s efforts were already producing tangible results. The university’s new Continuing Education website was ready to launch, complete with information about the department’s mission and the target student population. At the same time, the programming team began leveraging the feasibility study to develop specific program offerings tailored to the community’s needs.
Each week, Pitt received a new program proposal, complete with a subject matter expert and a fully developed budget for approval. Additionally, The Spur Group identified third-party vendors whose technological programs could be rapidly implemented to meet the city’s increasing demand for tech-related education and training.
Once program approvals were granted, The Spur Group implemented a customized program marketing strategy for each offering. This strategy included demographic data, recruitment tactics, and creative direction—tailored specifically to the unique demands of Pitt’s continuing education initiatives. Dr. Quarterman and his team were particularly impressed with how specific and actionable the marketing strategies were, something they had never encountered before in their institutional experience.
Dr. Antonio Quarterman
Director of the McCarl Center for Non-traditional Student Success at The University of Pittsburgh
“The collaboration between Pitt and Spur has been transformative for the university, laying the groundwork for long-term growth and impact in the community. With a new portfolio of programs, a clear strategic plan, and a strong internal team, Pitt’s Continuing Education department is now poised to meet the needs of Pittsburgh’s evolving population and its industries.”
By the sixth month of development, Pitt had a portfolio of nine programs ready for immediate launch, including a key partnership with an external vendor. The vetted partnership helped address Pittsburgh’s need for up-to-date technological education. The excitement surrounding the new department was palpable. Dr. Quarterman and the College of General Studies were thrilled with the results, eagerly anticipating student recruitment and the official launch of Pitt’s first Continuing Education department.
UPDATE: This project was cut short nearly a year after beginning and preparing to launch our first programs because of new administration at the university creating a new strategic plan for the institution that did not include the work researched and completed for Pitt.