University Planning: University Planning: Strategic Communication in Strategic Communication in Times of Change Times of Change Cathy A. Fleuriet Cathy A. Fleuriet Ana Lisa Garza Ana Lisa Garza Texas State University-San Marcos Texas State University-San Marcos Presented at the July 2004 Conference of Presented at the July 2004 Conference of the Society for College and University the Society for College and University Planning. Planning.
Transcript
University Planning: Strategic University Planning: Strategic Communication in Times of Communication in Times of
ChangeChange
Cathy A. FleurietCathy A. FleurietAna Lisa GarzaAna Lisa Garza
Texas State University-San MarcosTexas State University-San Marcos
Presented at the July 2004 Conference of the Society Presented at the July 2004 Conference of the Society for College and University Planning.for College and University Planning.
Presentation GoalPresentation Goal
To highlight components of the To highlight components of the collaborative strategic planning process collaborative strategic planning process used at Texas State University-San used at Texas State University-San Marcos that led to a “living” plan that Marcos that led to a “living” plan that drives university goals and initiatives drives university goals and initiatives
Presentation ObjectivesPresentation Objectives The presentation specifically addresses the The presentation specifically addresses the
following:following: The “bottom up, top down” process used to create unit, The “bottom up, top down” process used to create unit,
division, and university plansdivision, and university plans Communication strategies implemented to establish Communication strategies implemented to establish
buy-in from the university communitybuy-in from the university community Steps taken to create a collaborative working Steps taken to create a collaborative working
relationship between academic and administrative areas relationship between academic and administrative areas Methods implemented to reestablish the importance of Methods implemented to reestablish the importance of
unit and division plansunit and division plans The university mission review process that assisted in The university mission review process that assisted in
the collaborative framing of strategic goals.the collaborative framing of strategic goals.
Step 1: Review of Planning ProcessStep 1: Review of Planning Process
Review CommitteesReview CommitteesPresidential Task ForcePresidential Task ForceInstitutional Effectiveness TeamInstitutional Effectiveness TeamCouncil of DeansCouncil of DeansCouncil of ChairsCouncil of Chairs
Calendar DevelopmentCalendar DevelopmentFrames the planning processFrames the planning processIncorporate recommendationsIncorporate recommendationsIncludes mandatory feedback loopsIncludes mandatory feedback loops
Step 2: Environmental Scan ProcessStep 2: Environmental Scan Process
A three part process was developed to A three part process was developed to thoroughly identify all possible impacts to thoroughly identify all possible impacts to the university.the university.
Academic department scan and SWOT Academic department scan and SWOT analysis (“Inside-out”)analysis (“Inside-out”)
A study of external environmental impact A study of external environmental impact factors (demographic information)factors (demographic information)
Faculty, Chairs, and Deans conducted a Faculty, Chairs, and Deans conducted a scan of their internal and external scan of their internal and external environment to identify factors that could environment to identify factors that could impact initiatives.impact initiatives.
Process promoted input at the academic Process promoted input at the academic department leveldepartment level
Promoted synthesis at the college levelPromoted synthesis at the college levelAllowed for prioritization at the university Allowed for prioritization at the university
A collection of demographic information A collection of demographic information obtained from major written reports, obtained from major written reports, electronic media, and major publicationselectronic media, and major publications
Information categorized by local, regional, Information categorized by local, regional, state, and national demographicsstate, and national demographics
““Outside-in” ScanOutside-in” Scan
A review of numerous external sources A review of numerous external sources including print material, electronic media, including print material, electronic media, and human sources to identify trends and human sources to identify trends across the nation that could provide across the nation that could provide opportunities or threats for future planningopportunities or threats for future planning
Traditional STEP research model used. Traditional STEP research model used. Categories reviewed include: social, Categories reviewed include: social, technological, economic and political technological, economic and political impacts.impacts.
Step 3: “Bottom up” ProcessStep 3: “Bottom up” Process
Preliminary Planning QuestionsPreliminary Planning Questions Provided a planning framework to address new and Provided a planning framework to address new and
current initiatives to be considered for implementationcurrent initiatives to be considered for implementation Question Development ProcessQuestion Development Process
Impact on Planning ProcessImpact on Planning Process
Planning CategoriesPlanning Categories
Strategies to accomplish university goals Strategies to accomplish university goals are framed within the five planning are framed within the five planning categories used by all units: categories used by all units: academic programs academic programs student learning and success student learning and success scholarly and creative activity/grant activityscholarly and creative activity/grant activitydevelopmentdevelopmentdiversitydiversity
Using the five planning categories to frame Using the five planning categories to frame strategies, strategies,
Departments prioritized maintenance needs and Departments prioritized maintenance needs and new initiatives;new initiatives;
Deans prioritized college needs based on Deans prioritized college needs based on discussions with chairs;discussions with chairs;
VPAA prioritized Academic Affairs maintenance VPAA prioritized Academic Affairs maintenance and new initiatives based on discussions with and new initiatives based on discussions with deans.deans.
Deans and VPAA present plans in open forums.Deans and VPAA present plans in open forums.
Information gathered across campus Information gathered across campus
through this process assisted in framing through this process assisted in framing the university mission statement.the university mission statement.
Important components of the mission Important components of the mission statement guide Texas State’s direction.statement guide Texas State’s direction.
Mission Statement Review ProcessMission Statement Review Process
A campus review of the university mission A campus review of the university mission statement leading to our new mission statement leading to our new mission statement;statement;
A campus review of university goals A campus review of university goals leading to what will be our focus for the leading to what will be our focus for the 2004-2009 university plan.2004-2009 university plan.
University Mission Statement University Mission Statement ProcessProcess
Academic and administrative units respond Academic and administrative units respond electronically to mission review questions via the electronically to mission review questions via the mission review feedback templatemission review feedback template provided on the provided on the planning and assessment website.planning and assessment website.
Units discuss Units discuss as a groupas a group and come to a general and come to a general agreement on answers to the discussion questions. agreement on answers to the discussion questions.
Units provide responses to these questions via the Units provide responses to these questions via the electronic template. electronic template.
Mission review committee constructs first draft and Mission review committee constructs first draft and presents to the university community for review.presents to the university community for review.
Mission Review QuestionsMission Review Questions
Mission Statement Review Discussion QuestionsMission Statement Review Discussion QuestionsUnit Title______________________________Unit Title______________________________Number of Persons involved in review _____
1. What commitments, emphases, directions, or actual statements contained in the current mission statement are critical to our university mission? Please list these.
2. From the list you have created, prioritize your list from most important to least important.
3. What commitments, emphases, and directions should be contained in our mission statement that are not currently there?
Mission Review QuestionsMission Review Questions
4. What sets Texas State apart from other universities, whether it is our students we serve, our programs, our location, or some other aspect of the university?
5. Please list any other comment(s) concerning the mission statement review that the unit would like to include.
Expansion to University PlanningExpansion to University Planning
Steering Committee for University Steering Committee for University Planning (SCUP!)Planning (SCUP!)ChargeCharge
Administrative staff viewed academic plans.Administrative staff viewed academic plans. Administrative plans were developed with Administrative plans were developed with
academic plans in mind.academic plans in mind. Administrative units and divisions used the five Administrative units and divisions used the five
planning categories, along with an institutional planning categories, along with an institutional support category to develop plans.support category to develop plans.
Administrative divisions used a collaborative Administrative divisions used a collaborative process to prioritize initiatives. process to prioritize initiatives.
Administrative VPs presented plans in open Administrative VPs presented plans in open forums. forums.
Step 6: Creating a “Living” PlanStep 6: Creating a “Living” Plan
Creation of “Read Across” committeesCommittees made up of faculty, staff, and
students, and stakeholders that “read across” academic plans
Committee charge was to capture and report on important information to be used for planning purposes.
Identifying “opportunities” within the areas reviewed Aggregating/outlining resources requested Identifying infrastructure needed to fulfill requests Reporting on types of support/guidance that can be
provided Making recommendations for additions or deletions
in college plans, particularly those that require funding
Step 7: Development of University Step 7: Development of University GoalsGoals
University goals:University goals: Represent the “top-down, bottom-up” planning Represent the “top-down, bottom-up” planning
process;process; Reflect information gathered from the original five Reflect information gathered from the original five
planning categories;planning categories; Emphasize important components of the university Emphasize important components of the university
mission statement;mission statement; Derived from academic goals;Derived from academic goals; Presented to University community for review and Presented to University community for review and
commentcomment
University Plan OutcomesUniversity Plan Outcomes
University Goals contain “intended outcomes” University Goals contain “intended outcomes” that we must achieve in order to meet our goals.that we must achieve in order to meet our goals.
Outcomes were derived from:Outcomes were derived from: Initiatives outlined in college and division plans;Initiatives outlined in college and division plans; Reports and recommendations from “read across” Reports and recommendations from “read across”
committees;committees; Presidential commitments and external expectations.Presidential commitments and external expectations.
Step 8: Developing Final University Step 8: Developing Final University Plan: “Embracing Change”Plan: “Embracing Change”
Description of DocumentDescription of DocumentDivision PlansDivision PlansSupport PlansSupport Plans
Dissemination to University CommunityDissemination to University CommunityBoard of Regents’ ApprovalBoard of Regents’ Approval
Planning Process ReviewPlanning Process Review Planning StepsPlanning Steps Feedback LoopsFeedback Loops
Planning WebsitePlanning Website President and Associate VP UpdatesPresident and Associate VP Updates Planning Calendar Feedback LoopsPlanning Calendar Feedback Loops Open Forums on PlanningOpen Forums on Planning Committee LiaisonsCommittee Liaisons
Tie to Budget ProcessTie to Budget Process Assessment PlansAssessment Plans
ConclusionConclusion
Perceptions of Revised Planning ProcessPerceptions of Revised Planning ProcessLessons LearnedLessons LearnedLeadership SupportLeadership SupportKeeping the Plan “Alive”Keeping the Plan “Alive”
Texas State UniversityTexas State UniversitySan MarcosSan Marcos
