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

2. 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

3. Strategic Positioning Drives Planning
Strategic Plan
Operational Plans

4. 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?

5. 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?

6. 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

7. 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…)

8. 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?

9. 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

10. 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?

11. 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