Strategic Plan

POSITION THE INSTITUTION FOR DISTINCTION

Mount Union has realized a well-earned strong standing among institutions of higher education, yet the ability to shape and share the unique and compelling stories of our exceptional university and student experience has never been more critical. By highlighting what makes us truly distinct – our people, academic programs, athletics, rankings, facilities, offerings, and more – we will be poised to position ourselves as a top choice in Northeast Ohio and, eventually, extend our reach regionally.

A student utilizing a SIM baby in the nursing lab

STRATEGIC ACTION #1

Continue to implement a brand and campaign that defines Mount Union’s distinctiveness.

Action Owners
Caitlin Clark and Dominic Golembiewski

Learn More About the Show Up Campaign

2024-2025 GOALS AND UPDATES

Goal #1
Implement the next phase of segmented prospective student communication utilizing the strategy developed in partnership with Carnegie.

Goal Owner
Caitlin Clark and Dominic Golembiewski

Fall 2024 Update
The top two Dart personas have been incorporated to segment email communication to students, making communication more authentic to them and their interests and needs.

2024-2025 GOALS AND UPDATES

Goal #2
Utilize a new search engine optimization tool to expand the institution’s marketing reach via organic search.

Goal Owner
Caitlin Clark and Dominic Golembiewski

Fall 2024 Update
BrightEdge is being implemented on the website to enhance SEO and user experience. Reporting dashboards are being created to monitor keyword performance and page rankings effectively.

STRATEGIC ACTION #2

Build our brand presence on campus through an environmental marketing strategy that highlights our students and alumni.

Action Owners
Caitlin Clark, Melissa Gardner, and Dominic Golembiewski

Read Student and Alumni Spotlights

2024-2025 GOALS AND UPDATES

Goal #1
Continue to expand environmental marketing opportunities in the Capers Press Box, Hoover-Price Campus Center, Giese Center for the Performing Arts, and McPherson Academic and Athletic Complex as part of the capital budget.

Goal Owner
Caitlin Clark, Melissa Gardner, Dominic Golembiewski, and Patrick Heddleston

Fall 2024 Update
The environmental marketing efforts in the Capers Press Box and Hoover-Price Campus Center have been completed.

STRATEGIC ACTION #3

Showcase our people, academics, campus, facilities, digital learning, athletics, and student experience through various marketing channels.

Action Owners
Caitlin Clark and Dominic Golembiewski

Learn More About Athletics

2024-2025 GOALS AND UPDATES

Goal #1
Finalize and launch a new family of athletic logos in partnership with CLC.

Goal Owner
Caitlin Clark and Michael Parnell

Fall 2024 Update
The new family of athletic logos has been finalized, and a launch date has been set for April 15, 2025. CLC, the institution’s licensing partner, is working with each of the University’s vendors to share the new marks and allow them to have products available in April. Campus preparation for the launch includes a communication plan and a checklist of items to be updated/refreshed on campus.

2024-2025 GOALS AND UPDATES

Goal #2
Expand social media capabilities for individual offices and departments through a comprehensive approval process, training, and clear establishment of expectations.

Goal Owner
Caitlin Clark and Dominic Golembiewski

Fall 2024 Update
The Campus Communication Committee has developed a process for the review of office and department social media accounts. Eight campus offices have been approved for social media accounts to date. Metrics, including followers, total interactions, number of accounts reached, and average engagement rate, are being collected.

2024-2025 GOALS AND UPDATES

Goal #3
Grow corporate sponsorships for athletic programs and events as a means of enhancing funding and brand recognition.

Goal Owner
Logan Aguiniga and Michael Parnell

Fall 2024 Update
The athletic sponsorship framework has been reestablished. New athletic sponsorships from Buffalo Wild Wings, Bellstores, Raising Canes, and Crystal Clinic have been secured.

STRATEGIC ACTION #4

Strive for campus-wide and student-centered excellence in ways that establish us as the top choice among comprehensive private regional universities in Northeast Ohio.

Action Owner
Greg King

Learn More About Rankings and Accolades

2024-2025 GOALS AND UPDATES

Goal #1
Establish an Academic Integrity Task Force.

Goal Owner
William Cunion

Fall 2024 Update
An Academic Integrity Task Force has been established. The work of this group in the fall semester consisted of a close review of policies and processes associated with academic integrity.

2024-2025 GOALS AND UPDATES

Goal #2
Utilize projected surplus wisely to ensure a surplus in operations for future years while address current/immediate needs of the University.

Goal Owner
Patrick Heddleston

Fall 2024 Update
Each budget year, a surplus of approximately 2% of revenues will be used to build the quasi-endowment and address strategic efforts. The entire operating surplus of $400,000 for the 2023-2024 Fiscal Year was designated to the strategic planning fund to cover identified expenses.