Strategic Positioning and Strategic Planning Dr. Howard Cohen, Senior Associate AASCU Penson Center

Why Are We Doing This? To provide direction for programmatic and budgetary decisions To establish the credibility of those decisions To guide the alignment of the goals of the various parts of the organization To become what we hope to be

Strategic Positioning Drives Planning Strategic Plan Operational Plans

Positioning Fundamentals A strategic position is the location of your university in relation to peers and competitors. Map your competitive space Who else does what you do? Where else do your applicants go? Who else commands the attention of your stakeholders? What are the criteria for comparing entities in your competitive space? What makes you distinctive?

Vision is Key Your vision should provide direction and help you identify goals What do you want to be doing differently in 5 years? What kinds of things will you need to do in order to get there? What is holding you back? Can you visualize the steps that will get you from where you are to where you want to be?

Strategy Plan Components A strategic plan is a means to an end. That end is finding and holding a strategic position. Mission and Context Vision and Values Goals that, if achieved, will bring you to your strategic position. Activities undertaken to accomplish your goals Budgeting for success Communicate early and often Tracking progress – assessment and course correction

Strategic Plans A strategic plan must identify the most significant goals that, if accomplished, will successfully position you in your competitive space. A few big goals (3-5) Biggest impact (80/20 rule) Measurable (We will be successful when…)

First Questions: What are our areas of greatest strength and promise? What currently makes this university truly distinctive in relation to peers and competitors? What are the major forces, trends or issues – in higher education, in our state, our system, and our region - that will affect the future of this university? What are our greatest opportunities to enhance quality; to carve out a place for ourselves that will lead to distinction and serve our constituents?

Strategic Planning Process Steps Getting started Gathering relevant materials Establishing a working group Campus involvement Town Hall meeting Addressing first questions Developing initial positioning ideas; communicating and testing them with constituencies Framing and aligning the strategy Mission, Vision, Values and Goals Planning the path Formulate activities for each goal Setting a course of action Determine responsibilities and timelines Beginning the journey Document and communicate the plan

Assessment is Critical Without assessment “you can’t get there from here.” Are your operational activities bringing you closer to meeting your strategic goals? Are your strategic goals bringing you closer to your desired position in your competitive space?

Strategic Assessment Tool Five –year Strategic Goal Assessment Measure – % completed Annual Operational Goal On Pace ? Red Yellow Green Goal I Sub-goal A Goal I-A Sub-Goal B Goal I-B Goal II Goal II-A Sub-goal B Goal II-B