Arkansas State University Strategic Plan

University Advancement Division Support/Action Plan

 

Preface: Many of the initiatives outlined in this strategic plan are extensions of existing programs currently under way in the University Advancement division, while others are new programs needed to meet the strategic objectives of the university. In some instances this will require additional staffing and budget support.

 

Strategic Direction 1: Enhance the university’s reputation, visibility, and influence.

 

University Strategic Goals:

  • Coordinate, develop and support Arkansas State University’s leadership position as the leading academic institution in the Delta and beyond.
  • Coordinate and expand internal and external communications.
  • Develop and implement an Arkansas State University Centennial Celebration with active involvement of all constituencies.
  • Develop a plan toward making Arkansas State University an employer of choice.

 

University Advancement Action Plans:

a.       Conduct a statewide benchmark opinion survey in 2004-05 to determine attitudes, perceptions and awareness of ASU, and follow-up surveys annually thereafter.

b.      Devise specific communications programs to either change or enhance public opinion about ASU. Update annually.

c.       Create a university-wide speakers bureau in 2004-05 to communicate our messages directly with civic, community, professional and other organizations throughout the region and state.

d.      Create an advisory council of professional communicators that will meet annually to provide external input to our communications efforts.

e.      Create and maintain a list of trends and issues that may impact the university and/or higher education. Update annually.

f.         Serve on internal and external boards and committees that will bring awareness of ASU’s leadership to community, non-profit and business organizations.

g.      Plan and implement special events that will bring decision makers and opinion leaders to the campus.

h.       Communicate academic, faculty and student successes to key constituency groups through media relations, internal communications and presentations.

i.         Develop and maintain data bases of important constituency groups.

j.         Highlight exceptional campus programs and services available to alumni.

k.       Identify and profile alumni who have excelled in their profession, community or other key areas.

l.         Prepare a centennial anniversary communications plan that can be implemented in 2008.

m.     Utilize the ASU Alumni chapter and membership program to enhance ASU’s reputation outside our traditional draw areas.

n.       Create and publish publications targeting programs, accomplishments and goals of individual colleges and departments. 

o.      Cultivate effective working relationships with news media representatives throughout our primary marketing region, including Little Rock and Memphis.

p.      Publish and distribute an annual Faculty Resource Directory to major state and national news media outlets to further enhance appreciation for the academic enterprise.

q.      Increase effective utilization of the Web as a resource to communicate key messages.

r.        Employ a web site editor/content manager and a programmer/technician to strengthen our site content, quality and consistency.

s.       Employ a trained science/research writer to draw extra attention to the developments in those areas of the university, especially ASU Biosciences Institute.

t.         Employ a news-features writer to develop more in-depth stories for placement in national or regional media.

u.       Plan and implement a regular series of public forums that capitalize on the favorable public opinion of the president, giving him a venue to share the achievements, ongoing projects and vision for ASU’s future.        

 

 

 

Strategic Direction 2: Enhance learning by focusing on the institution’s priorities - teaching, research, and service.

 

University Strategic Goals:

  • Establish Arkansas State University – Jonesboro as a premiere learning centered university.
  • Design, develop and implement a “Delta Educational Corridor.”
  • Increase opportunities for faculty and staff development.
  • Define and implement a revised faculty workload model.
  • Assure access to relevant, current information resources.
  • Enhance infrastructure for research.
  • Assure access to technology for institutional priorities.

 

University Advancement Action Plans:

  1. Position ASU in presentations, media and promotional materials as a premiere learning centered university focusing on students, academic excellence and service to the region and state.
  2. Promote staff development through participation in seminars and other educational opportunities.
  3. Secure funding for the liberal arts teaching facility as a cornerstone for the university’s teaching environment.
  4. Secure funding for the construction of a new nursing and health professions teaching and research facility.
  5. Increase fund-raising efforts and messages that convey the need for resources to recruit and retain excellent faculty and staff.
  6. Coordinate college models that outline specific needs for endowed chairs, professorships and fellowships within each college.
  7. Conduct a campaign to establish a $1 million endowment for the library.
  8. Communicate academic, faculty and student successes through media relations, internal communications, and presentations to key constituency groups.

 

 

 

Strategic Direction 3: Develop a cohesive campus community based on strong shared governance, excellent communication, and mutual respect.

 

University Strategic Goals:

  • Develop and implement a revised university governance policy.
  • Develop and approve a revised Faculty Handbook.
  • Enhance the effectiveness of university governance committees.
  • Facilitate open communication and information sharing among all constituencies.
  • Develop and implement plans designed to enhance faculty, staff and student morale.
  • Develop training and mentoring programs for faculty and staff.

 

University Advancement Action Plans:

  1. Develop and implement specific face-to-face meetings with various constituencies to share information and discuss issues facing the university, its students, faculty and staff.
  2. Visit at least one other university each year to study their best practices in communicating with their constituents.
  3. Improve the Foundation’s annual report so that it better communicates successes, challenges and ongoing efforts.
  4. Disseminate important information about the university to faculty and staff through the weekly e-mailed newsletter, Inside ASU, and other communications vehicles.
  5. Publish the online achievement recognition vehicle, Campus News, to recognize important scholarly work and professional service by faculty and staff.
  6. Conduct news media training/coaching annually.
  7. Design and conduct a customer relations course for all university employees.

 

 

 

Strategic Direction 4: Develop a culture of assessment to enhance educational institutional outcomes.

 

University Strategic Goals:

  • Implement a flexible and comprehensive institutional assessment strategy, with emphasis on general education.
  • Develop and implement an assessment culture for the campus community.
  • Develop consistent data at the institutional level to support assessment and improvement.

 

University Advancement Action Plans:

  1. Assess the effectiveness of each department in the division once every four years through outside evaluation, starting in 2005-06.
  2. Develop and maintain a data base of pertinent information that can be used in evaluating each department in the division.
  3. Encourage and facilitate the use of alumni in assessment.
  4. Initiate a mechanism through which our constituents (faculty and staff) can evaluate our service and performance.
  5.  Develop annual evaluation to determine effectiveness with news media.
  6.  Develop annual evaluation to determine effectiveness in providing services to the campus community.

 

 

Strategic Direction 5: Increase enrollment, retention rate and graduation rate of both undergraduate and graduate students.

 

University Strategic Goals:

  • Design and implement a comprehensive enrollment management plan.
  • Develop and expand programs, services and opportunities that address the needs of non-traditional aged students and increase enrollment of this population.
  • Develop and implement a strategy to enhance student persistence and success.
  • Assure student accessibility to ASU courses.
  • Develop and implement courses and programs to meet industry and community needs and interests.

 

University Advancement Action Plans:

  1. Implement an annual advertising plan that is directed toward increased enrollment.
  2. Update the annual public relations and marketing plan each year by November 1.
  3. Secure annually at least eight radio interviews for university officials and recruiting personnel to discuss enrollment opportunities.
  4. Conduct student opinion research annually to determine the primary reasons students chose ASU.
  5. Conduct four or more interviews per month with alumni or community leaders to maintain an understanding of the community pulse about ASU.
  6. Review the website twice annually and make suggestions for improvement.
  7. Participate in enrollment planning and strategy meetings aimed at increasing enrollment.
  8. Develop new media and community partnerships that will help promote ASU.
  9. Initiate a program to use alumni to recruit students to ASU.
  10. Focus on recruiting children of alumni to attend ASU.
  11. Design brochures and other creative materials that will support recruitment of non-traditional students.
  12. Conduct, within the comprehensive capital campaign, an initiative specifically targeted to endowed graduate and undergraduate scholarships. .

 

 

Strategic Direction 6: Enhance the diversity and inclusiveness of students, faculty, staff and curriculum.

 

University Strategic Goals:

  • Design and implement a comprehensive diversity plan.
  • Recruit, enroll, retain, and graduate greater numbers of students from underrepresented groups.
  • Attract, employ, retain and advance greater numbers of university faculty and staff from underrepresented groups.
  • Integrate diversity into the academic curriculum and into programs and services for university students, faculty and staff.
  • Implement a system of responsibility, accountability and recognition for advancing a multi-culturally diverse campus community.

 

University Advancement Action Plans:

  1. Support the diversity initiatives of the university through staff training, employment choices and by providing information to the news media, community groups and internal groups.
  2. Increase the diversity of the staff within the division.
  3. Create a new staff position with specific responsibilities for communications with minority audiences.
  4. Provide constant attention to the inclusion of gender, race and ethnic diversity in all aspects of our publications and other communications vehicles.

 

 

Strategic Direction 7: Increase resources to the university.

 

University Strategic Goals:

  • Develop and implement a plan to generate non-state revenues.
  • Enhance opportunities for colleges and administrative departments to become entrepreneurial.
  • Provide opportunities to increase intellectual property-driven activities.

 

University Advancement Action Plans:

  1. Plan, conduct and support a major fund raising campaign.
  2. Prepare a communications plan to celebrate ASU’s centennial. The plan would be drafted in 2004-05 and implemented on demand.
  3. Provide planning and communications support for foundation activities
  4. Identify donor prospects on a continual basis.
  5. Complete the funding for the construction of the Alumni Center as a means for expanded cultivation of donors.
  6. Continue to identify and cultivate alumni for gifts.
  7. Support the university’s fund-raising efforts with high-quality publications.
  8. Improve the quality of volunteer leadership at the university through ASU Foundation Board leadership appointments. Those who accept these appointments will be asked to take an active role in the success of a comprehensive capital campaign.

 

 

Strategic Direction 8:  Strategically manage resources among divisions and colleges based on institutional priorities.

 

University Strategic Goals:

  • Define an institutional allocation and reallocation process.
  • Allocate sufficient funds to the Arkansas State University library.

 

University Advancement Action Plans:

  1. Conduct a campaign to create a $1 million endowment for the ASU library.