Dawkins
Georgia Gwinnett College (GGC) students spent an afternoon learning from one of the entertainment industry’s leaders in the field: Keith Dawkins. He is president of the iconic Harlem Globetrotters and Herschend Entertainment Studios, based in Peachtree Corners.
Presented by the GGC Marketing Club, Dawkins shared his journey in the field and how it has evolved over the years.
“When I think about my 32 years in this space, I came to realize that nothing stays the same. It’s a dynamic, changing landscape, and you have to be up for that ride, that journey, or you’ll get left behind,” he said. “With all the new platforms and types of content, you have new ways to reach people.”
Dr. Amy Fehl, assistant professor of marketing, says that Hawkins’ presentation brought many key marketing themes to life.
The Harlem Globetrotters’ iconic brand deeply touches consumers who interact with it, she says. Hawkins highlighted the importance of an emotional connection with customers, and explained that it starts with a deep understanding of one’s brand and how that brand draws people in.
“He elaborated on how once you understand what your brand stands for, you can better understand who you are trying to reach – specifically the different groups of consumers and what about the brand touched them,” Fehl sys. “Once you know who you are trying to reach, then you can delve into where they are and how to best connect with them using multiple touchpoints. Students saw key marketing concepts in action – brand equity, market segmentation and promotional strategy.”
Fehl added that Dawkins was able to connect with the students by sharing the many twists and turns his career has taken over the years.
“He taught me that it’s okay to switch job positions and to venture out to different careers,” said GGC student Kaitlyn King. “He also taught me it is important to know your audience and know how/where to find them.”
For GGC student Zachary Nelson, one of the things he learned is that the business world is creative. “Career advice from this event would be to prioritize every opportunity that comes your way,” he said.
Juliana Aragon, a GGC student, enjoyed hearing about his career path and that career changes are good.
“I liked how he wasn’t scared to pursue a different career until he got to where he is now,” she said. “He started as a reporter and then was offered the chance to work at Nickelodeon and he went for it without hesitation.”
For GGC student Paul Abraham, listening to Dawkins talk helped him see the importance of a strong work ethic and determination.
“I learned that the sky is the limit if you’re willing to put in the work,” he said. “One can’t relax or power down once they’ve achieved heights in the business world, there has to be a constant effort to both maintain the current height or even climb higher. Otherwise, we succumb to competition.”
For Dawkins, the opportunity to spend time with students is an opportunity to share his story and encourage them to pursue their career goals.
“I try to remind people I was once a student, and I was in the same shoes they’re in,” he said. “I hope I’ve inspired them.”
Dawkins says the next big project is the 100-year anniversary of the Globetrotters. The Globetrotters were founded in 1926.
Fire Services gets grant for equipment replacement
Gwinnett County is receiving critical funding from the Urban Area Security Initiative (UASI) to enhance its public safety resources. UASI will provide more than $336,000 in federal support for Gwinnett Police and Fire and Emergency Services.
Funding includes equipping the police bomb squad with two F-350 trucks that replace older vehicles from 2011 and 2014 and providing essential drone accessories that include battery packs and protective gear to enhance the capabilities of both police and fire departments during extended flight missions.
Recently county commissioners also awarded a nearly $3 million design/build contract to Wright Brothers Construction Company Inc. of Charleston, Tenn. for the replacement of the aging East Jones Bridge Road bridge over the Chattahoochee River tributary. This 67-year-old bridge will be replaced with a new structure featuring pedestrian sidewalks on both sides of the bridge, providing both vehicular and pedestrian safety. The replacement project is funded by the 2023 SPLOST program.
GGC student aid center will open on Dec. 2
Georgia Gwinnett College (GGC) will open its Student Aid Completion Center on Monday, December 2 to help current and future students start or complete their application.
From April through August, over 600 students stopped in the center to ask questions and get help with their student aid application. During that time, delays in the release of the U.S. Department of Education’s new, streamlined aid form created challenges for students and the colleges alike.
The GGC aid center will be open from 10 a.m. to 5 p.m., Monday through Thursday. The center is located on campus in the Student Center, Room 2161. It will reopen after the Yule break January 6, 2025.
- For more information, visit the financial aid webpage, call 678-407-5701 or email ggcfinancialaid@ggc.edu
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