Marketing Plan for 2000-2001
INTRODUCTION AND BACKGROUND
The
University of South Carolina Aiken has developed a growing reputation for
its emphasis on providing a nurturing environment for students to learn
and grow through high quality academic programs and a number of student
support services. Throughout its history, the University has also cultivated
many partnerships with the local community. This theme of "partnerships"
is a cornerstone of the campus' success. One manifestation of the relationship
USCA shares with its community is evidenced in the strong support the campus
has received in recent years.
This
plan describes the University's strengths and weaknesses, defines target
audiences, states the objectives of the Marketing Plan, and sets forth
strategies to be employed by offices on campus to reach those objectives.
USCA
Mission Statement
The
University of South Carolina Aiken is a senior institution of the University
of South Carolina and one of three campuses offering four-year degree programs.Since
its beginning in 1961, the college has grown to a total undergraduate enrollment
of nearly 3,000 and now occupies a 453-acre campus.After
a very favorable review in 1991, Aiken received a ten-year accreditation
by the Southern Association of Colleges and Schools.
The
mission of the institution is stated as follows:
The
University of South Carolina Aiken is a public senior institution of moderate
size (2500 to 5000) which endeavors to prepare students with the knowledge
and skills necessary for success in a rapidly changing society and evolving
global economy. Attracting a racially and culturally diverse student body
of varying ages and experiences, USCA draws its population primarily from
the Savannah River Region and other portions of South Carolina, other states,
and foreign countries. USCA offers baccalaureate degrees as well as the
associate degree in Nursing, completion baccalaureate degrees at USC Regional
Campuses, and master's degrees in selected programs designed to meet regional
needs.
As
an institution of higher learning, USCA seeks to provide excellence in
teaching as well as in scholarly research, creative pursuits, and service
to the communities of the region it serves. To this end, the university
seeks the enlargement of student and faculty knowledge through a wide range
of experiences in the liberal arts and sciences and in the professional
programs of business, education and nursing. As an academic community dedicated
to lifelong learning, USCA serves the region by fostering cultural appreciation
and by making available its resources, including its programs, services,
and the expertise of its faculty, staff, and students. Thus, USCA encourages:
·Thinking
critically and analytically, questioning, searching out concepts;
·Communicating
effectively using verbal, numerical, notational, and other symbolic systems;
·Appreciating
cross-cultural perspectives;
·Exploring
values openly and critically;
·Finding,
and examining, relationships among, disciplines, concepts, and areas of
study;
·Developing
depth of knowledge within chosen fields of interest.
In
fulfilling its role as an institution for higher learning, the University
of South Carolina Aiken is building a community of active scholars, artists,
professionals, and intellectuals engaged in broadly-based educational experiences
necessary for fostering an enlightened society.
Situation
Analysis
Strengths:
Quality of faculty, Low tuition cost, Partnerships with community (ex:
Development efforts, RPSEC, Etherredge Center), Campus Ambiance/Environment,
Strong Academic Programs, Student Research/Hands-On Learning Opportunities,
Facilities
Weaknesses:
Decreased state funding, Graduation Rate/Retention, "Hometown" institution
Opportunities:
Partnerships with community, Technology/Distance Education, Enterpreneurial
Opportunities, LIFE/Other Scholarship opportunities, Receptive Community
Threats:
Increased competition (LIFE) and external requirement
An internal survey of the USCA faculty and staff will be developed to gather information on how internal audiences perceive the University. Additionally, a request has been made that questions related to student perceptions of the University and local media outlets be included on the next student survey.
Target Audiences
External
audiences include:
·high
school students and their parents
·transfer
students
·non-traditional
students
·middle
school students
·state/local
media
·general
public
·retirees
·donors/potential
donors
·alumni
·high
school teachers/guidance counselors
·members
of USCA advisory boards, etc.
·legislators
Internal
audiences include:
·students
·faculty
·staff
Objectives
The
primary goal of this Marketing Plan is to have the University's target
audiences consider USCA a premiere higher education institution in South
Carolina comparable to other top institutions of its size in the Southeast.
The overarching objectives of the plan are to:
1.Increase
enrollment of most qualified students in our service area, throughout the
state, and in selected out-of-state areas.
2.Enhance
the University's visibility as a quality teaching institution with a caring
atmosphere and as a community resource.
3.Increase
general public and legislature's awareness that USCA is a quality institution,
works to meet the needs of the area it serves, and is a good investment
of state resources.
4.Provide
support for the goal of increasing private support and increasing USCA
endowment to $16 million through the USCAA Capital Campaign.
Strategies
The
strategy of the Marketing Plan is designed to emphasize the distinctive
programs, faculty, staff, students and alumni that make USCA the unique
and special institution that it is and is growing to become. Several offices
and departments at USCA have key roles in implementing this plan because
of their visibility, their staff interaction with key audiences and their
roles at the University. These are: Admissions, Alumni Affairs, Development,
External Affairs, and the Chancellor's Office.
Action Plan
Goal
#1:
Increase
enrollment of most qualified students in our service area, throughout the
state, and in selected out-of-state areas.
·Continue
to refine recruitment program and activities to attract the most qualified
students.
Responsible: Admissions,
External Affairs, Academic Departments, Athletics
Audiences: