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

Internal audiences include:

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.

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