The Planning Process

Our strategic planning uses the theory and practice of the U process, based on a concept by Otto Scharmer.

Writing The Strategic Plan

USF St. Petersburg’s 2014 Vision 20/20 Strategic Plan, reflects the input of hundreds of people who invested thousands of hours and harnessed an immeasurable amount of creative energy. With modesty, we can say that we expect our plan to direct the growth of USF St. Petersburg over the next five years.

Work on the plan began in October 2013, when Regional Chancellor Sophia Wisniewska assembled a 14-member Strategic Planning Steering Committee comprised of faculty, staff, students and community representatives and our consultant, InSyte Partners. The committee engineered a process to encourage campus and community participation. Everyone had a voice in establishing the institution-wide priorities crucial to USF St. Petersburg’s future as a premier public research institution. The committee met weekly to keep the process on course.

A 70-member Vision Team, composed of campus constituents and members of the community, was created to ensure that a diversity of voices, reflecting USFSP’s evolving role in the city and in the world, contributed to the development of mission, vision, core values, strategic goals and metrics. The vision team met three times — October, January and March — for one and a half days each time.

The Regional Chancellor, Steering Committee members and InSyte Partners facilitated Listening Forums for faculty, staff, students and community members. The primary goal was to make sure that every person who wanted to participate was heard.

In addition, Vision Team members participated in Learning Journeys, seeking wisdom from higher-education administrators and CEOs of corporations who had achieved notable results in one or more of our priority areas.

Additional meetings included those with USF System President Judy Genshaft and several members of the Board of Trustees.

In total, Steering Committee members met formally with more than 600 people. Every one of those meetings, along with many informal conversations, shaped the Plan. Our goals and strategies grew out of this multitude of voices. The final Vision 20/20 documents were gathered and rewritten by one faculty member to create a consistent tone and voice. Steering committee members tirelessly reviewed drafts to refine concepts and language. The plan was approved by the USF St. Petersburg Campus Board in July 2014 and was submitted to the USF Board of Trustees in September 2014.


NAME                                            AFFILIATION

Denelta Adderley-Henry         USFSP, Human Resources, Interim Director
Kathryn Arthur                          USFSP, Department of Society, Culture, & Language, Associate Professor
Andrea Ayala                             Dali Museum, Deputy Director for Administration
Brian Bailey                                I Love the Burg, Publisher; Rearden Killion Communications, Founder
Peter Betzer                                 St. Petersburg Downtown Partnership, President & CEO
Frank Biafora                            USFSP, College of Arts & Sciences, Dean
Jessica Blais                              USFSP, University Advancement, Director of Communications
Alan Bomstein                          USF, Foundation Board, Member; Creative Contractors, Inc., President & CEO
Casey Bovee                               USFSP, Alumni Society, Second Vice Chair; Merrill Lynch Pierce Fenner Smith, Inc., Financial Advisor
Cody Boyer                                 USFSP, College of Business, Student
Adrianne Bradshaw               USFSP, Department of Journalism & Media Studies, Graduate Student
Lindsay Brendis                      USFSP, Department of Environmental Science & Policy, Student
Deanna Bullard                       USFSP, College of Education, Coordinator of Advising
Bob Clifford                               Clearwater Regional Chamber of Commerce, President & CEO
Lan Cong-Tang                       USFSP, Administrative & Financial Services, Associate Director of Accounting & Financial Services
Tim Curran                               USFSP, College of Business, Adjunct Instructor
Chris Davis                               USFSP, College of Business, Associate Professor; USF System Faculty Trustee
Goliath Davis                          Concerned Organizations for Quality Education for Black Students, Consultant
Ben Diamond                          Williamson, Diamond & Caton P.A., Attorney
Jackie Dixon                           USF, College of Marine Sciences, Dean
Aaron Dobiesz                        Healthcare IQ, Director of Sales
Mark Durand                          USFSP, Department of Psychology, Professor
Maling Ebrahimpour           USFSP, College of Business, Dean
Bill Edwards                           Florida Real Property Management, Inc., President
Jonathan Ellen                     All Children’s Hospital Johns Hopkins Medicine, President & Physician-in-Chief
Deni Elliott                             USFSP, Department of Journalism & Media Studies, Professor and Chair
Ray Ferrara                            ProVise Management Group, LLC, President & CEO
Summer Finck                       USFSP, Enrollment & Marketing Services, Orientation Coordinator
Amy Foster                             St. Petersburg City Council, Member
Vivian Fueyo                         USFSP, Interim Regional Vice Chancellor for Academic Affairs
Kathryn Gillette                   Bayfront Health St. Petersburg, President & CEO
AnnMarie Gunn                  USFSP, College of Education, Assistant Professor
Bill Heller                              USFSP, College of Education, Dean
David Hendry                       USFSP, Chief of Police
Carol Hixson                        USFSP, Nelson Poynter Memorial Library, Dean
W. Gregory Holden            Manning & Napier Advisors, Inc., Vice President
Karla Infanzon                    USFSP, College of Business, Student
Bill Jackson                          USFSP, College of Business, Professor
David John                           USFSP, Department of Biology, Lecturer
Heather Judkins                 USFSP, Department of Biology, Assistant Professor
Charlie Justice                    Pinellas Board of County Commissioners, Member
Varol Kayhan                      USFSP, College of Business, Assistant Professor
Holly Kickliter                     USFSP, Enrollment & Marketing Services, Director
Lou La Grande                     USFSP, College of Education, Adjunct Instructor
Steve Lang                             USFSP, College of Education, Professor; USFSP, Faculty Senate President
Bill Law                                  St. Petersburg College, President
Helen Levine                        USFSP, Regional Vice Chancellor for University Advancement
Mark Lombardi-Nelson    USFSP, College of Business, Student; USF System Student Trustee
Jamie McHale                     USFSP, Department of Psychology, Professor and Chair
Dave Metz                             City of St. Petersburg, Interim Administrator of Development Services
Denise Miller                       James B. Sanderlin PK-8, Principal
Judy Mitchell                       USFSP, Campus Board, Member
Ben Mohney                         USFSP, College of Business, Student
Ed Montanari                      American Airlines, Pilot
Michael Moore                    USF, Associate Vice President of Decision Support
Kathleen Moore                  USF, Associate Vice President of System Initiatives
Adrian O’Connor                USFSP, Department of History & Politics, Assistant Professor
Zac Oppenheim                   USFSP, Campus Recreation, Assistant Director
Jeff Parker                             Krauss Company, New Business Development
Gary Patterson                     USFSP, College of Business, Professor
Sue Porter                              USFSP, Alumni Society, First Vice President
Lauren Reilly                        USFSP, Department of Environmental Science & Policy, Student
Jeff Reisberg                         USFSP, Campus Computing, Director
Sandy Rief                             USF Foundation Board; Akerman LLP, Attorney
Katherine Rotunno             Northside Christian Elementary School, Principal
Daniel Saginario                 HSN, Vice President of Brand Marketing
Anita Sahgal-Patel             USFSP, Wellness Center, Director
Melissa Seixas                     Duke Energy, Community Relations Manager
Lesa Shouse                          USFSP, Career Center, Director
Thomas Smith                      USFSP, Department of History & Politics, Associate Professor
Erik Smith                             Valpak, Cultural Competence and Inclusion Director
Jay Sokolovsky                    USFSP, Department of Society, Culture, & Language, Professor
Anthony Stamatoplos        USFSP, Nelson Poynter Memorial Library, Associate Librarian for Scholarly Support Services & Special Projects
Chris Steinocher                  St. Petersburg Area Chamber of Commerce, President & CEO
Joe Trubacz                          USFSP, Regional Vice Chancellor for Administrative & Financial Services
Gardiner Tucker                  USFSP, Interim Dean of Students
Zafer Unal                            USFSP, College of Education, Associate Professor
Guy VanAsten                     USFSP, Facilities, Safety and Compliance Officer
Tito Vargas                          Community Volunteer
Michael Vivio                     Cox Target Media, President
Alison Watkins                 USFSP, College of Business, Professor
Berrie Watson                    USFSP, Nelson Poynter Memorial Library, Head of Systems & Digital Technology
Sophia Wisniewska         USFSP, Regional Chancellor
Julie Wong                         USFSP, Regional Associate Vice Chancellor for Student Affairs
Sheree Wysocki                 USFSP, University Advancement, Assistant Director of Development

Strategic Plan Implementation Infrastructure

The implementation of the Strategic Plan will involve staff, students, faculty,
board members and the community. There are five main groups that form the
infrastructure to support the implementation process.
These groups are listed below.

Implementation Steering Committee holds the“intent” of the strategic plan and
guides overall work on the Bold Goals. The Committee will meet monthly.

Bold Goal Teams will plan and implement focused work on each Bold Goal area.
The Bold Goal Champions will lead the work, but may not have supervisory authority.
On Nov 13-14, 2014 all the Bold Goal teams met for the Mega-Launch to clarify team
structure, year one milestones, and prototypes. Each team plans its own meeting schedule
and work plan to achieve milestones and accommodate other demands.

Communication and Change Management Leadership will look at big picture of reaching
USFSP 3.0 across all Bold Goal teams, USFP Leadership team, and the life of USFSP.
This group will coach and support for Champions and others; holding values of transparency,
working across silos, student-centered mentality and building infrastructure.
They will make their highest priority communication with campus community and broader community.

Leadership Team make sure leadership is consistent with USFSP 3.0.

Insyte Partners provide ongoing support, coaching and leadership development aligned with 3.0.

Campus Conversations

Conversation #1

Distinctive Identity

There are many ways to get involved in the implementation of the Vision 20/20 Strategic Plan
and we will need input along the way.

This spring we held Campus Conversations, each highlighting and discussing one of the six Bold Goals.

The first Conversation was on October 21, at the Poynter Library Café.
BOLD GOAL #1: Distinctive Identity – Who are we? A discussion about campus identity.

Conversation #2

Care for Our Environment

An Update From Deni Elliot

Fifteen student interest groups and classes across three colleges that focus on some aspect of sustainability attest to interest at USFSP in caring for our natural home. But, we need some centralized coordination to ensure that our efforts collaborate rather than compete.

This was the conclusion reached by a dozen students, faculty, administrators who gathered on Harbor Lawn January 20, for a campus conversation, Care For Natural Environment.

Our current Strategic and Implementation Plans, “care for our national environment” had not had measurable goals. As described in our Infrastructure Bold Goal, USFSP is committed to “Engagement in environmental sustainability aligned with institutional goals and President’s Climate Commitment expectations.”

Sustainability has been a priority in campus planning for more than six years. This conversation was one of six scheduled for the 2014-15 Academic Year to open discussion on core values and the Strategic Plan Bold Goals.

Conversation #3

Research And Innovation

1. Partnership and pedagogy

2. What does the USFSP research culture look like? Do any changes need to enhance this culture?

3. The importance of the Undergraduate Research Symposium hosted by the Nelson Poynter Memorial Library

4. Host an Innovation Fair

5. Explore more opportunities for grant collaboration

6. The success in risk-taking

7. Creatively seeking research resources

8. Behaviors and incentives to look for in young researchers (Undergraduate and Graduate students)

9. More broadly recognizing the direct connection USFSP research has with the Distinctive Identity Bold Goal

10. Entrepreneurial traits connected to research

Conversation #4

Commitment to The Community

On March 17, 2015, a group of more than twenty USFSP staff, faculty and community supporters gathered in Poynter Corner for a conversation about the university’s Commitment to Community. It was a meaningful discussion and everyone present voiced their opinions and ideas about how we can successfully cultivate strong partnerships with our community.

Questions that came from the Campus Conversation:

  1. What are the different types of potential partnerships USFSP can initiate?
  2. How do we make sure these partnerships align with USFSP values?
  3. How can relationships between our community and the university be facilitated?
  4. What are the ethical expectations for partnerships with students, professors and the community?
  5. How do we market and encourage the use of the Nelson Poynter Memorial Library digital archives to better highlight our faculty and research?
  6. What opportunities are there for the community to mentor students?
  7. What events can USFSP host that will showcase current relationships/partnerships and inspire new ones?

Conversation #5

Student Success

The fifth and final Campus Conversation included an update of the Strategic Plan by Regional Chancellor Wisniewska and an ice cream social

Steering Committee

  • Sophia Wisniewska, Regional Chancellor
  • Cody Boyer, President, Student Government
  • Simone DeLoach,  Graduate Programs Specialist, College of Arts & Sciences
  • Deni Elliott, Eleanor Poynter Chair in Media Ethics & Press Policy
  • Vivian Fueyo, Special Assistant to the Regional Chancellor
  • Chitra Iyer, Regional Associate Vice Chancellor for Administration
  • Karlana June,  Undergraduate Journalism Student
  • Holly Kickliter, Senior Director for Enrollment and Marketing
  • Helen Levine, Regional Vice Chancellor for University Advancement
  • Melanie Bullock, Assistant Director for Activities and Programs
  • Jamie McHale, Professor of Psychology
  • Hemant Merchant, Professor, Kate Tiedemann College of Business
  • Deanna Michael,  Associate Professor, Education and USFSP Faculty Senate President
  • Judy Mitchell,  Campus Board Member
  • Mark Durand, Interim Regional Vice Chancellor for Academic Affairs
  • Joe Trubacz,  Regional Vice Chancellor, Administrative & Financial Services
  • Mike Vivio, President, Valpak


  • Amy Harcar, Coordinator of Strategic Initiatives

Mega-Launch : November 1 3- 14, 2014

NOVEMBER 13 -14, 2014

Meeting Intentions

The purpose of the two-day Mega Launch was to bring together members of all six Bold Goal teams to discuss the intent of the Strategic Plan as a whole, as well as each of the Bold Goals, so that they are all understood as a collective intent.

Understanding the implementation, infrastructure, roles and responsibilities — including Champions, Bold Goal groups, departments, project management and communication, was also a main goal for this Mega Launch session.

Each Bold Goal Team’s task was to identify the following:

• Essentials and key shifts aligned with USFSP 3.0
• Essence of what USFSP 3.0 looks like for this Bold Goal
• First year milestones and the impacts on the various parts of the university community.
• Messages/requests to the Leadership
• Communication topics for the university community as a whole
• 1-3 High potential “prototype”/development models
• Beginning tactical plans for year one — 3 weeks, months, year

Mega-Reunion : March 23-24, 2015

On March 23 and 24, 2015, 50 people from the Bold Goal teams met for a two-day workshop. Faculty, staff and community members were among the people participating. It was a time for the six teams to check in and take stock of the progress that has been made. The reunion was also an opportunity to look at the interdependencies between all of the goals. There was extensive discussion about what is most important to consider in this stage of implementing the Strategic Plan. Some of the big questions that were discussed were:

1) “Are we on track?”

2) “Are we holding the intent of the Plan through the implementation?”

3) “How are we supporting each other (Bold Goal teams)?”


…and this was evident throughout the two day Bold Goal reunion. Here are some quotes from people at the workshop –

“It’s important that we keep touching base, testing our ideas and continue to go back to students.”

One professor related to a personal experience: “As I was walking to teach a class, after this reunion, I was thinking, I want this institution to be successful. I realized that I could make a difference immediately in what I said to my class.”

“Students are the reason for us being here!”

“All facets of the institution are plugged in…we all have a responsibility to student success.”

“It takes a lot more money to find a student and bring them to USFSP, than to keep the students we already have.” [We need to continue to support the students that choose to stay at USFSP for their education.]

“No matter who we are, we are student focused!”

“We need to bring students into our understanding of data. Ask students to tell us about ourselves. We need to develop protocols for hearing from students. We need to reach out and ask them.”

“We already have a culture of reaching out to students. We need to continue this.”

“We can always do better-keep reaching!”

Mega-Finale : April 21, 2015

The final meeting in the series of strategic plan implementation workshops was a huge success! There were 46 people (staff, faculty, students and community partners) in attendance. Each Bold Goal team was represented well. The day was filled with final reflections and plans for the new year as the first year of implementation of the Strategic Plan came to a close.

The Bold Goal teams are doing so much good work to make this university shine bright and to align ourselves with the USFSP Core Values. We are so grateful for everyone’s hard work and dedication. A huge round of applause to those who participated in the Mega Finale, doing your part to continue moving USFSP into a bright future.

As a campus community, this is a time to reflect on the work that has been accomplished in the first year of implementation. Where do you see the university this time next year? What big plans to the Bold Goal teams have in store over the next year? Please join us: contemplate new project ideas, strategies and initiatives you would like to see on our campus. How can we get more people involved? What will we celebrate in year two of implementation?

The Bold Goal teams and steering committee will convene early in the fall semester to transition into year two.