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: High School Students, Transfer Students from Two-Year Colleges, Non-Traditional Students, Former USCA Students, Middle School Students

Action Plans: (See Admissions Recruitment Activities and Athletics Marketing Activities)

• Develop a comprehensive advertising approach to share the USCA story and upcoming events with the general public/potential students.

Responsible: Admissions, External Affairs, Athletics

Audiences: Parents of High School Students, Non-Traditional Students, General Public (To some extent, this has the potential of reaching individuals in all target audiences.)

Action Plans: (See Marketing/Advertising Budget and Athletics Marketing Activities)

In addition to "image advertising," advertisement plan includes promotion of specific events including Etherredge Center, Athletics, RPSEC, Bookstore, etc.

Goal #2:

Enhance the University's visibility as a quality teaching institution with a caring atmosphere and as a community resource.

• Develop a comprehensive advertising approach to share the USCA story and upcoming events with the general public/potential students.

Responsible: Admissions, External Affairs, Athletics

Audience: General Public (To some extent, this has the potential of reaching individuals in all target audiences.)

Action Plans: (See Marketing/Advertising Budget and Athletics Marketing Activities)

In addition to "image advertising," advertisement plan includes promotion of specific events including Etherredge Center, Athletics, RPSEC, Bookstore, etc.

• Inform USCA internal publics about marketing plans and encourage their input/support.

Reponsible:External Affairs, Admissions

Audience: Faculty, staff and students

Action Plans: Involve Marketing Advisory Committee and other groups on campus in the development/implementation of marketing plans.

• Promote USCA's fee-based services and resources with local business, industry and other organizations.

Responsible: External Affairs

Audience: Management and/or appropriate staff in local businesses, industries and other organizations

Action Plans: Maintain regular contact with local business, industry and other organizations through individual meetings, special events, direct mail, etc. Jean Haynes has also taken over responsibility for marketing external programs.

Goal #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.

• Continue University publications targeted to outside audiences to include an USCA Magazine, Profile, and other publications as needed.

Responsible: External Affairs, Development, Alumni Affairs, Athletics

Audience: Donors, Potential Donors, Alumni, Legislators, Members of USCA Advisory Boards, etc., General Public

Action Plans: (See Publications Schedule and Athletics Marketing Activities)

• Inform/educate Legislative Delegation, AACHE, Partnership Board and other key publics about USCA's performance indicator ratings, state funding needs, and other issues.

Responsible: External Affairs

Audience: Donors, Potential Donors, Alumni, Legislators, Members of USCA Advisory Boards, etc., General Public

Action Plans: Use printed materials such as newsletters, etc. described in Publications Plan. Also make concerted effort to keep these populations informed at their regular meetings. Develop ways to encourage these populations to take a more active role in University issues.

Goal #4:

Provide support for the goal of increasing private support and increasing USCA endowment to $16 million through the USCA Capital Campaign.

• Develop printed and other materials to support the capital campaign.

Responsible: External Affairs, Development

Audience: Donors, Potential Donors, Alumni, General Public

Action Plans: Develop brochures, presentations, etc. specifically designed to support goals of capital campaign.

• Inform internal audiences about campaign goals.

Reponsible:External Affairs, Development

Audience: Faculty, staff and students

Action Plans: Develop printed materials for faculty, staff and students with key points of Captial Campaign. Involve faculty, staff and student groups on campus in the implementation of Capital Campaign as appropriate.

• Continue University publications targeted to outside audiences to include an USCA Magazine, Profile, and other publications as needed.

Responsible: External Affairs, Development, Alumni Affairs, Athletics

Audience: Donors, Potential Donors, Alumni, Legislators, Members of USCA Advisory Boards, etc., General Public

Action Plans:(See Publications Schedule and Athletics Marketing Activities)

MARKETING FOR:

Admissions Recruitment Activities
Marketing/Advertising Budget
Publications Schedule
Athletic Marketing Activities