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.

Spring 2025 Update
We’ve made strong progress in integrating our top two Dart personas into email communications and have successfully expanded their use across print materials. These personas – built from a blend of demographic and psychographic insights – give Mount Union a powerful tool for connecting with prospective students in more meaningful and personalized ways.

Looking ahead, we’re planning to extend the use of Dart personas into our transfer student communications, further enhancing our ability to engage and support a broader range of future Raiders.

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.

Spring 2025 Update
We’ve made steady and impactful progress in optimizing our SEO strategy through BrightEdge. Our team continues to refine keyword groups, expand topic clusters across more academic programs, and develop new content to strengthen our digital presence. Recent enhancements to the BrightEdge platform have significantly improved our workflow and efficiency, allowing us to access key metrics – such as keyword performance and content recommendations – directly in-browser for faster, more informed decision-making.

We’re also now able to view comparative insights on competitor sites, helping us stay ahead in a competitive landscape. In addition, we’ve begun exploring BrightEdge’s new AI Catalyst beta, including the AI Brand Presence feature, which provides valuable visibility into how Mount Union appears in AI-driven search platforms like ChatGPT and Google AIO.

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.

Spring 2025 Update
Environmental marketing efforts across campus are progressing with great momentum. At the McPherson Academic and Athletic Complex facility, wall murals have been fully installed, and all graphics have been printed – except for two acrylic signs, which are currently in production and will be installed in coordination with the Physical Plant. These updates also include the integration of the new athletic logo throughout the building and gymnasium, enhancing visual identity and school spirit.

Looking ahead, a draft plan for next fiscal year’s environmental graphic updates has been completed and is under review. The Office of Marketing has received requests from several athletic teams for support in developing facility graphics, and new campus areas have been identified for future enhancements, including the AI Center, Beeghly Hall, and the Office of Student Affairs.

To support ongoing improvements, a $50,000 budget has been established for 2025-2026 fiscal year, which will fund updates in the Kolenbrander-Harter Information Center, banner replacements across campus, and other strategic enhancements. We plan to include a dedicated environmental marketing budget in the annual capital planning process, ensuring consistent updates and a vibrant, unified campus experience.

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.

Spring 2025 Update
The launch of Mount Union’s new family of athletic logos on April 15, 2025, has been met with success. In just the first two months following the launch, product sales and royalties nearly doubled compared to the same period in 2024 – an exciting indicator of brand momentum.

To further enhance brand visibility and school pride, the new logo has been prominently featured in environmental graphics throughout the McPherson Academic and Athletic Complex, new campus signage, athletics social media content, and enrollment materials. Additionally, more than 15 influencer boxes were distributed to individuals with significant online reach, helping to amplify awareness and engagement.

Athletic teams have begun ordering new game gear featuring the updated logo, and officially licensed apparel is now available through approved retail outlets. These efforts reflect a coordinated and impactful rollout that is already strengthening Mount Union’s visual identity and market presence.

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.

Spring 2025 Update
After nearly a year of implementing the new account-approval process, 10 office/department official social media accounts are now active across Facebook, Instagram, and LinkedIn. These accounts continue to grow and build meaningful connections with both current and prospective students. Collectively, these accounts share their stories, events, and more to an audience of over 2,400 people.

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.

Spring 2025 Update
The athletic sponsorship framework continues to evolve. A sponsorship call to Alliance Chamber members has led to new partnership discussions. Sponsors already include Buffalo Wild Wings, Bellstores, Raising Canes, and Crystal Clinic.

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
New materials are now available in D2L for faculty, designed to support and promote academic integrity. While it’s still to be determined whether these resources present a marketing opportunity, they represent a valuable step forward in reinforcing our academic values.

On the public-facing side, the Office of Academic Affairs has partnered with Ryan Smith in the Office of Marketing to enhance the design and content of our academic department websites. This includes the launch of a brand-new site dedicated to the Center for Data Science and AI.

Spring 2025 Update
New materials are now available in D2L for faculty, designed to support and promote academic integrity. While it’s still to be determined whether these resources present a marketing opportunity, they represent a valuable step forward in reinforcing our academic values.

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.

Spring 2025 Update
The projected operating surplus of $2 million for 2024-2025 will support $800,000 in new strategic initiatives. Additional revenue enabled $150,000 in capital investments, $400,000 in faculty and staff bonuses, and $300,000 in discretionary spending. For 2025-2026, a $1 million surplus is anticipated, and $2.8 million in quasi-endowment funds has been approved for projects, including campus center improvements, network upgrades, sorority housing renovations, and stadium enhancements.